Rusty Lantern Market

What Rusty Lantern Market does

Rusty Lantern Markets is a privately held New England convenience store chain operating 28 stores and branded fuel forecourts across Maine, New Hampshire, Massachusetts, and Rhode Island. Founded in 2015 by John Koch (CEO and Manager) and headquartered at 9 Industrial Parkway in Brunswick, Maine, the company runs the business as a single operating entity (Rusty Lantern Markets, LLC) and differentiates from conventional c-store competitors through an elevated store format featuring made-to-order kitchens, barista counters, lodge-like indoor and outdoor seating, and curated local assortments including Maine lobster rolls, locally roasted coffee, and regional craft beer. Irving Oil–branded gasoline, diesel, and EV charging at select sites round out the forecourt offering.

The digital layer consists of a proprietary Rusty Lantern Rewards mobile app on iOS and Android, a 756-prefix RLM Alt ID system for cross-channel loyalty accrual, and an integrated VroomDelivery online ordering platform supporting pickup and delivery. The Rewards program is free to join and pays out 10 points per dollar on qualifying purchases, structured around sub-clubs (Beans Club for coffee, Kitchen Club for food, Claw Club for lobster, Mug Club for 99-cent coffee) plus birthday and anniversary point bonuses.

Revenue is generated through four transactional streams: fresh made-to-order food and handcrafted beverages, grab-n-go retail merchandise, fuel and EV charging, and the loyalty program itself (a freemium engagement layer rather than a direct revenue stream). Pricing is pay-as-you-go with promotional mechanics such as $2 specialty beverages after 2pm for Rewards members, 50% off pizza on Pizza Party Fridays, and featured hot/cold/bakery case items priced at $3, $5, $7, and $9. Customer segments include on-the-go consumers, fuel customers, local-and-regional enthusiasts, and travelers in underserved New England geographies, with no enterprise or B2B accounts in the mix.

Name

Rusty Lantern Market

Legal name

Rusty Lantern Markets, LLC

Website

https://rustylanternmarkets.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Rusty Lantern Markets is a privately held New England convenience store chain operating 28 stores across Maine, New Hampshire, Massachusetts, and Rhode Island, serving on-the-go consumers with made-to-order fresh food, craft coffee, and Irving-branded fuel under an elevated c-store format.

Ownership category

akta.pro rank

Product category

Convenience Store and Fuel Retail

NAICS

Gasoline Stations with Convenience Stores (45711), Gasoline Stations and Fuel Dealers (457)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE)

akta.pro secondary industry

Fuel Stations with Convenience Retail (Forecourt C-Stores) (CRANAJAB)

Keywords

• Convenience store operations
• Fresh prepared food
• Branded fuel retail
• Craft coffee beverages
• Customer loyalty programs

Headquarters

HQ city

Augusta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Fresh Food & Handcrafted Beverages: Rusty Lantern generates revenue through the sale of freshly prepared, made-to-order food (breakfast sandwiches, artisan sandwiches, gourmet pizza, salads, starters) and handcrafted/craft beverages (lattes, cold brew, specialty drinks, smoothies, boba refreshers). All menu items are made fresh on site, with every egg cracked fresh, every cup of coffee freshly ground, and every pizza hand-stretched. Qualifying food and beverage purchases earn loyalty points.
2. Grab-n-Go Retail Merchandise: Sale of snacks, packaged convenience items, and retail merchandise from the hot, cold, and bakery cases. Qualifying retail items earn loyalty points in the rewards program.
3. Fuel Sales (Gasoline, Diesel, EV Charging): Sale of Irving-branded gasoline and diesel fuels across branded fueling stations. Select locations feature EV charging stations. Many locations operate 24/7. Fuel purchases do not earn loyalty points but are linked to the Irving Rewards program for fuel discounts.
4. Rewards & Loyalty Program: Rusty Lantern's customer loyalty program earns 10 points per dollar on qualifying purchases (fresh food, self-serve/handcrafted beverages, retail merchandise). Points are redeemable for free items, cash-like discounts, and exclusive offers from a catalog. The program is free to join. Tobacco, alcohol, fuel, gift cards, and lottery purchases are excluded from point earning.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Rusty Lantern Market operates a 28-store convenience store and branded fueling station chain across Maine, New Hampshire, Massachusetts, and Rhode Island, offering Irving-branded gasoline and diesel, freshly prepared made-to-order food, craft coffee and specialty beverages, a curated beer cave, EV charging at select locations, and locally sourced Maine-made products. The chain combines traditional c-store fuel and merchandise with an elevated in-store kitchen and seating environment, supported by a mobile rewards application.

Product overview

Rusty Lantern Markets is a convenience store chain operating 28 locations across Maine, New Hampshire, Massachusetts, and Rhode Island. The offering consists of a unified convenience store format combining fresh made-to-order foodservice (breakfast, lunch, dinner menus including gourmet pizzas, artisan sandwiches, and Maine lobster rolls), craft coffee and specialty beverages (made with locally roasted beans), a curated Beer Cave with local and craft options, and fuel services including Irving Oil products and EV charging. The company operates the Rusty Lantern Market Rewards loyalty program (accessible via mobile app) through which members earn 10 points per dollar, access free club rewards (Beans Club, Kitchen Club, Claw Club, Mug Club), and redeem points for food, beverages, and cash-like discounts. Online ordering is available via vroomdelivery.com with free delivery for Rewards members.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 2025 Best Store Design Award from CStore Decisions for new ground-up build in Bethel, Maine
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Bacio CheesecoreStrategic or Co-development Partner · 1 November 2025Rusty Lantern Markets partnered with Bacio Cheese to enhance its foodservice offering for customers. The partnership was announced on November 6, 2025 via NACS. Bacio Cheese is a food ingredient/supplier partner that enables Rusty Lantern to elevate the quality and variety of its prepared food menu.
• National Association of Convenience Stores (NACS)minorOthers · 1 October 2024NACS featured Rusty Lantern Markets in its 2024 Ideas 2 Go video series as an innovative retailer, one of seven retailers nationally recognized. The feature highlights the company's elevated customer experience and brand innovation. This is a recognition/industry association relationship rather than a commercial partnership.

Scale indicators6 records

Recent moves19 records

Expansion highlights5 records

Broad incumbents

• Circle K (Alimentation Couche-Tard): Global convenience and fuel operator with thousands of North American stores, including strong New England presence. Overlaps with Rusty Lantern on fuel-plus-c-store format, foodservice, and digital loyalty program.
• 7-Eleven: Largest global convenience chain with broad fuel and food offerings across thousands of U.S. stores. Overlaps with Rusty Lantern on c-store-plus-fuel format, mobile loyalty (7Rewards), and private-label beverages.
• GetGo (Giant Eagle): Mid-Atlantic convenience and fuel concept operated within the larger Giant Eagle grocery network, featuring fresh prepared food and barista coffee. Overlaps with Rusty Lantern on made-to-order foodservice, fuel, and integrated loyalty.

Direct peers

• Sheetz: Family-owned convenience store and fuel chain famous for made-to-order food, specialty coffee, and proprietary rewards. Direct comparable on foodservice differentiation, multi-state regional footprint, and private/family ownership structure.
• QuikTrip: Privately held regional convenience and fuel chain recognized for fresh kitchens, barista coffee, and operational excellence. Comparable on private ownership, foodservice-led differentiation, and consistent store expansion.
• RaceTrac: Family-owned regional convenience and fuel chain with strong foodservice and coffee program across the Southeast and Mid-Atlantic. Comparable on private ownership, premium store design, and foodservice-led positioning.
• Wawa: Mid-Atlantic convenience store chain known for made-to-order foodservice, barista coffee, and fuel, operating a proprietary rewards app. Closely comparable to Rusty Lantern on elevated c-store format, fresh food positioning, and integrated fuel/loyalty model.
• Cumberland Farms: New England-headquartered convenience and fuel chain with a strong regional identity, in-store kitchens, coffee program, and SmartPay rewards. Directly comparable geographic footprint and operating model to Rusty Lantern.
• Stewart's Shops: Employee- and family-owned convenience and fuel chain in New York and New England known for made-to-order food, ice cream, and community-rooted brand. Comparable on privately held status, regional concentration, and elevated food program.

Others

• Irving Oil: New England-focused fuel supplier and convenience retailer that provides branded fuels to Rusty Lantern stations and operates its own retail sites. Relevant as both an existing fuel partner and a potential direct competitor in the same geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rusty Lantern Market