What Aloha Petroleum does

Aloha Petroleum, Ltd. is a Hawaii-based, privately held fuel marketing and convenience retail company founded in 1977 and operating as a subsidiary of Sunoco LP (ultimately controlled by Energy Transfer). Its core business is the distribution and retail sale of motor fuels under the Aloha, Shell, and Mahalo brands through approximately 100 branded fueling stations across Oahu, Maui, Kauai, and the Big Island, complemented by 52+ Aloha Island Mart (and Menehune Food Mart on Kauai) convenience stores and five Dunkin' Donuts restaurants operated under an exclusive state franchise agreement that permits up to 15 locations. Fuel grades include TOP TIER gasoline (Regular, Plus, Super, Ethanol-Free), Shell V-Power Nitro+ premium, PowerKing diesel, B20 biodiesel (blended with Pacific Biodiesel), E85, and the company's own Air Blue Fluids Diesel Exhaust Fluid (DEF), of which Aloha is the exclusive Hawaii manufacturer.

The commercial segment builds on infrastructure acquired via the 2010 Shell Hawaii transaction (32 stations plus five fuel distribution terminals): Aloha delivers bulk fuel 7 days/week to construction, agriculture, transportation, government, marine, and industrial customers; operates what it describes as Hawaii's sole on-site direct fueling service with electronic per-vehicle monitoring; and distributes Castrol lubricants as the state's exclusive Castrol distributor. Consumer-side retention is driven by the proprietary Save-A-$ Club charge card (consumer and commercial tiers with up to 10¢/gallon commercial discounts), the My Aloha Rewards mobile loyalty program (up to 30¢/gallon), Shell Fuel Rewards integration, and a dealer program for independent operators to join the Aloha or Shell branded network.

Revenue is generated almost entirely on a per-gallon transaction basis across retail fuel, commercial bulk and on-site fueling, with secondary transaction-fee revenue from convenience store merchandise, Dunkin' quick-service food, lubricants distribution, and DEF hardware/sales. Pricing is variable by island and grade; the company markets volume-based discounts for commercial accounts and points-based rewards for retail, while accepting major card networks plus Voyager and JBC fleet cards. Aloha has not publicly disclosed revenue; headcount is reported between 500 and 800 Hawaii-based employees across multiple press releases.

Name

Aloha Petroleum

Legal name

Aloha Petroleum LLC and Aloha Petroleum, Ltd.

Website

https://alohagas.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Aloha Petroleum is a Hawaii-based fuel marketing and convenience retail company operating approximately 100 Shell/Aloha/Mahalo fuel stations and 52+ Aloha Island Mart convenience stores across the four major islands, serving retail consumers, commercial fleets, and government accounts with bulk fuel, exclusive Castrol lubricants, and Air Blue Fluids DEF.

Ownership category

akta.pro rank

Product category

Fuel Distribution and Convenience Retail

NAICS

Gasoline Stations with Convenience Stores (45711), Other Gasoline Stations (457120), Petroleum and Petroleum Products Merchant Wholesalers (except Bulk Stations and Terminals) (424720), Petroleum Bulk Stations and Terminals (424710)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172), Wholesale-Petroleum Bulk Stations & Terminals (5171)

akta.pro primary industry

Retail Service Station Operations (Company-Owned & Dealer-Operated) (EUALAIAA)

akta.pro secondary industries

Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD), Branded Fuels Wholesaling & Jobber Distribution (EUALAIAB)

Keywords

• Retail fuel distribution
• Convenience store retail
• Commercial bulk fuel
• Hawaii petroleum marketing
• Lubricants and DEF supply

Headquarters

HQ city

Honolulu

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Others

Revenue model

1. Fuel Sales (Retail): Revenue from retail fuel sales at approximately 100 Shell, Aloha, and Mahalo branded fueling stations across Hawaii. Includes TOP TIER gasoline (Regular, Plus, Super, Ethanol Free), diesel, and premium Shell V-Power Nitro+.
2. Fuel Sales (Commercial/Bulk): Commercial bulk fuel delivery and on-site direct fueling services for high-volume business customers with volumes of 1,000+ gallons. Includes B20 biodiesel, diesel, E85, and DEF.
3. Convenience Store Sales: Revenue from Aloha Island Mart convenience stores offering snacks, beverages, and everyday items. Includes 52+ locations across 4 Hawaiian islands.
4. Dunkin' Donuts Franchise: Revenue from 5 Dunkin' Donuts restaurants as exclusive franchisee for the state of Hawaii, with franchise agreement to open up to 15 new locations.
5. Save-A-$ Club Commercial Card: Proprietary charge card with per-gallon discounts up to 10 cents depending on monthly fuel volume for commercial customers.
6. Lubricants Distribution: Bulk lubricant delivery and distribution of Castrol products and other brands as exclusive Hawaii distributor.

Pricing tiers

Go-to-market motion5 records

Distribution channels8 records

Marketing channels7 records

Core offering

Aloha Petroleum sells retail and commercial gasoline, diesel, biofuels, lubricants, and Diesel Exhaust Fluid (DEF) through approximately 100 Shell, Aloha, and Mahalo branded fueling stations and 52+ Aloha Island Mart convenience stores across Hawaii's four major islands. It also operates five exclusive Dunkin' Donuts franchise locations and provides commercial bulk fuel delivery, on-site direct fueling, and lubricants distribution (exclusive Castrol Hawaii distributor and exclusive Air Blue Fluids DEF manufacturer).

Product overview

Aloha Petroleum operates as a diversified petroleum marketing and convenience retail company in Hawaii with a multi-brand, multi-channel platform. The core offering consists of approximately 100 Shell, Aloha, and Mahalo branded fueling stations across the islands, complemented by 52+ Aloha Island Mart convenience stores and 5 Dunkin' Donuts franchise locations. The commercial segment provides bulk fuel delivery, on-site direct fueling services, lubricants distribution (as exclusive Castrol distributor in Hawaii), and Diesel Exhaust Fluid (Air Blue Fluids brand). Consumer-facing loyalty programs include the Save-a-$ Club proprietary charge card, My Aloha Rewards points program, and Shell Fuel Rewards integration. The fuel portfolio includes TOP TIER gasoline (Regular, Plus, Super, Ethanol-Free), Shell V-Power Nitro+ Premium, PowerKing diesel, B20 biodiesel, and E85.

Differentiator

Problem solved

Functional benefit

Brands

• Save-a-$ Club: Proprietary charge card program offering fuel discounts and rewards for consumers and businesses.
• My Aloha Rewards
• Shell V-Power Nitro+
• Air Blue Fluids

Products and services

• Aloha Gas Retail Fueling Primary fuel retail brand operating 50+ Aloha branded stations across Oahu, Maui, and the Big Island, offering TOP TIER gasoline in Regular, Plus, Super, and Ethanol-Free grades for individual drivers.
• Shell Hawaii Fueling Authorized Shell gasoline distributor and retailer operating 44+ Shell-branded stations on Oahu, Maui, Kauai, and the Big Island, with Shell V-Power Nitro+ Premium Gasoline and Shell Fuel Rewards.
• Aloha Island Mart Convenience Stores Chain of 52+ convenience stores across four Hawaiian islands offering snacks, beverages, quick-service food, and everyday essentials for consumers and travelers.
• Dunkin' Donuts Franchise Operations Exclusive Dunkin' franchise operator in Hawaii with 5 Oahu locations serving donuts, coffee, and breakfast items to consumers at select fuel station locations.
• Commercial Bulk Fuel Delivery Bulk fuel delivery service 7 days/week for businesses with 1,000+ gallon volumes, supplying Top Tier Gasoline, PowerKing premium diesel, B20 biodiesel, DEF, and E85 to construction, agriculture, transportation, government, marine, and manufacturing sectors.
• On-Site Direct Fueling Service Hawaii's sole provider of state-of-the-art on-site direct fueling service bringing fuel station capability to customer fleet locations, with electronic monitoring of date, time, and gallons dispensed per vehicle, available 7 days/week.
• Castrol Lubricants Distribution Exclusive Castrol distributor in Hawaii offering bulk lubricant delivery with see-through tanks, distributing Castrol EDGE, CRB, Vecton, Elixion, and other products to automotive, heavy-duty, and industrial customers.
• Air Blue Fluids Diesel Exhaust Fluid (DEF) Exclusive manufacturer of Air Blue Fluids brand Diesel Exhaust Fluid in Hawaii, offered in bulk delivery, 330/275-gallon caged totes, 55-gallon drums, and 2.5-gallon jug cases for commercial diesel operators.
• Save-a-$ Club Charge Card Proprietary charge card program offering 5 cents/gallon instant savings plus 3 cents/gallon for on-time payment for consumers and up to 10 cents/gallon based on monthly fuel volume for commercial customers; usable at all Aloha Gas and Shell stations plus Aloha Island Marts.
• My Aloha Rewards Program Free customer appreciation program allowing members to earn redeemable points with qualifying purchases, providing fuel discounts up to 30 cents per gallon and a 50 cents off fuel reward for signing up; accessible via mobile app.
• Shell Fuel Rewards Network Card Shell Fuel Rewards Network card offering immediate Gold Status with 5 cents per gallon savings on every fill-up, plus additional discounts through shopping, dining, and travel partners; available at 44 Shell stations across Hawaii.
• Shell V-Power Nitro+ Premium Gasoline Shell's most advanced premium fuel with a patented formula offering four levels of defense against gunk, corrosion, wear, and friction; available at Shell-branded stations across Hawaii.
• Aloha & Shell Branded Dealer Program Dealer opportunity program enabling independent operators to join the Aloha Gas or Shell branded station networks, providing brand recognition, marketing support, proprietary charge cards (Save-a-$ Club), loyalty programs (My Aloha Rewards, Shell Fuel Rewards), and local team assistance.
• B20 Biodiesel Fuel Eco-friendly fuel blend of 20% biodiesel sourced from Pacific Biodiesel with 80% ultra low sulfur diesel, offered in bulk to commercial companies and government agencies to reduce carbon emissions.
• PowerKing Premium Diesel Premium diesel fuel for both on-road and off-road use, part of the bulk fuel portfolio serving construction, agriculture, transportation, marine, manufacturing, and government sectors.
• Ethanol-Free Gasoline Specialized ethanol-free fuel for boaters and fishermen designed to prevent problems with fiberglass fuel tanks and marine engines caused by ethanol; available at Aloha branded stations.
• E85 Fuel Flexible fuel option containing up to 85% ethanol for increased engine efficiency, offered as part of the eco-friendly fuel alternatives portfolio for commercial and retail customers.

Quantifiable outcome

• Save 8¢ per gallon with Save-A-$ Club consumer card (5¢ instant + 3¢ on-time payment)
• +5 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature5 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Diamond BakeryminorGTM or Marketing Partner · 1 January 2024Joint Teacher Appreciation Contest partnership in 2024. Combined Aloha Petroleum's fuel gift cards with Diamond Bakery gift baskets to reward winning educators. Diamond Bakery is a 102-year-old Hawaii cracker specialist established in 1921.
• Meridian PacificminorImplementation/ SI/ Consulting Partner · 1 January 2024Development team for Waikoloa Plaza retail fueling facility project completed July 2024. Worked alongside Aloha Petroleum's development and operational teams.
• Neil Nakai, Inc.minorImplementation/ SI/ Consulting Partner · 1 January 2024Construction partner for Waikoloa Plaza retail fueling facility. Recognized during opening celebration for work on the facility.
• Madison IndustriesminorImplementation/ SI/ Consulting Partner · 1 January 2024Construction partner for Waikoloa Plaza retail fueling facility. Contributed to construction of new retail fueling facility.
• The Vertex CompaniesminorImplementation/ SI/ Consulting Partner · 1 January 2024Construction partner for Waikoloa Plaza retail fueling facility. Part of the construction team for the new facility.
• Dunkin'coreChannel Partner/ Reseller/ Distributor · 1 January 2016Aloha Petroleum is the exclusive Dunkin' Donuts franchisee for the state of Hawaii since 2016. Currently operates 5 locations on Oahu with franchise rights to open up to 15 new locations.
• MFM, Inc.coreStrategic or Co-development Partner · 1 January 2015Aloha acquired MFM, Inc.'s Hawaii assets on Kauai in 2015, which included two Subway restaurants, two Shell fuel stations, and three Menehune Food Mart stores.
• Shell Hawaii (Acquisition)coreStrategic or Co-development Partner · 1 January 2010In 2010, Aloha acquired Shell Hawaii including 32 stations, five fuel distribution terminals, and other assets. This established Aloha as the authorized Shell distributor in Hawaii.
• Circle K (Acquisition)coreStrategic or Co-development Partner · 1 January 1992In 1992, Aloha acquired 5 former Circle K locations, marking the beginning of Aloha Island Mart convenience store chain which has grown to 52+ locations.
• Pacific BiodieselcoreStrategic or Co-development PartnerLocal Hawaii supplier of biodiesel. Aloha purchases biodiesel from Pacific Biodiesel and blends 20% biodiesel (B20) with 80% ultra low sulfur diesel. Offers bulk B20 deliveries to commercial companies and government agencies. Biodiesel is a renewable energy source that helps reduce carbon emissions.
• ShellcoreChannel Partner/ Reseller/ DistributorAloha Petroleum is the authorized distributor and retailer of Shell gasoline in Hawaii, including Shell V-Power Nitro+ Premium Gasoline. Markets through approximately 100 Shell branded fueling stations statewide. Access to Shell Fuel Rewards loyalty program and Shell Gift Cards.
• CastrolcoreChannel Partner/ Reseller/ DistributorExclusive Castrol distributor in the State of Hawaii for premium automotive and industrial lubricants. Offers Castrol EDGE Extended Performance, CRB, Vecton, and Elixion products. Independent testing shows Castrol EDGE outperforms competitors in deposit weight and viscosity breakdown resistance.

Scale indicators11 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Sunoco LP: Aloha's direct parent company; operates one of the largest US fuel distribution and retail networks, providing direct comparability for fuel margins, terminal economics, and station-level performance.
• Murphy USA: High-volume, low-cost fuel-led retailer with strong loyalty economics; comparable to Aloha's station and Save-A-$ Club model in scale, product mix, and customer segmentation.
• 76 (ConocoPhillips): Operates branded retail fuel stations across Hawaii, directly competing with Aloha's Shell and Aloha-branded network on the same islands for retail and fleet fuel customers.
• Casey's General Stores: Large multi-state c-store and fuel retailer combining convenience retail with branded gasoline — directly comparable to Aloha's fuel-plus-Island Mart model and a useful benchmark for unit economics.

Broad incumbents

• 7-Eleven / Speedway: Largest US c-store and fuel retailer post-Speedway integration; competes with Aloha Island Mart in convenience retail and operates fuel programs analogous to Aloha's Save-A-$ Club.
• Shell USA: Direct supplier and brand partner to Aloha; comparable in branded retail and lubricants (Castrol relationship) and represents both a partner and an upstream competitor benchmark.
• Chevron U.S.A. Major integrated oil company with branded retail fuel stations competing in Hawaii; broader portfolio but overlaps directly with Aloha's station operations and lubricants distribution.
• BP / ampm: Global major with branded retail fuel and convenience operations; comparable to Aloha in branded fuels marketing and offers benchmark for dealer/distributor economics.

Regional players

• Maui Oil Company: Long-standing Hawaii fuel and lubricants distributor with island-specific supply relationships; directly comparable in commercial bulk fueling and lubricants across Hawaiian islands.
• Pacific Petroleum Hawaii: Hawaii-based fuel distributor serving commercial and retail customers; competes head-to-head with Aloha in bulk fuel delivery and lubricants on the same islands.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/alohagas
• Facebookfacebook.com/alohagas
• Instagraminstagram.com/alohagasltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Aloha Petroleum