What The PRIDE Stores does

The PRIDE Stores is a privately held chain of approximately 19-20 convenience stores and gas stations serving the Chicagoland suburbs of Illinois and Northwest Indiana, operating as the Retail Division of Parent Petroleum Co. since 1990. The company's core offering combines branded fuel sales (under BP, Mobil, Shell, and Amoco supply agreements) with a broadened in-store experience that includes proprietary restaurant concepts — Urban Counter (fast-casual American), Taco Urbano (Mexican), PRIDE Cafe, Beer & Wine Plus Spirits, and the 93 Octane Brewery at St. Charles — alongside standard c-store merchandise (snacks, beverages, cigarettes) and amenities such as BMO ATMs, Bitcoin Depot machines, and Amazon Lockers at select locations. Supporting programs include the PRIDE Points phone-number-based loyalty program (500 points per dollar spent, redeemable across all stores and restaurant concepts), the PRIDE Car Wash Pass monthly subscription (starting at $14.99/month via the WashConnect platform), and a Fleet Solutions program offering dedicated account management and fuel rewards to commercial vehicle operators.

The business model is overwhelmingly transaction-based: fuel and merchandise generate point-of-sale revenue at the pump and in-store, alcohol and prepared food flow through the restaurant concepts, and a small but recurring subscription layer comes from the car wash program. The customer base is primarily long-tail individual consumers (commuters, local residents, travelers) using the stores for daily fueling, quick food, coffee, and convenience needs, supplemented by fleet/commercial accounts. Technology is integration-led rather than proprietary — the loyalty program uses phone-number lookup across locations, the car wash pass runs on the third-party WashConnect platform, and adjacent services (Amazon, Bitcoin Depot, BMO) are vendor partnerships — meaning PRIDE's defensibility rests on physical site quality, multi-format in-store experience, and 30+ years of local brand equity rather than on a deep technology stack. The company is family/privately held, has no disclosed external investors or funding rounds, and reports no leadership changes, M&A, or restructuring in the available data.

Name

The PRIDE Stores

Legal name

The PRIDE Stores, Inc.

Website

https://thepridestores.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

The PRIDE Stores is a privately held chain of 19-20 convenience stores and gas stations in the Chicagoland suburbs and Indiana, operated as the retail division of Parent Petroleum Co. since 1990, offering branded fuel, proprietary in-store restaurant concepts (Urban Counter, Taco Urbano), a points-based loyalty program, and a subscription car wash service.

Ownership category

akta.pro rank

Product category

Convenience Store Retail

NAICS

Gasoline Stations with Convenience Stores (45711)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

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

akta.pro secondary industry

Non-Fuel Retail & Ancillary Forecourt Services (Car Wash, Auto Care, ATM/Lottery, Parcel Lockers) (EUALAIAJ)

Keywords

• Convenience retail
• Gas station services
• Fuel retailing
• Car wash subscription
• Loyalty rewards program

Headquarters

HQ city

Warrenville

HQ country

United States

HQ region

North America

Offices19 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fuel Sales: Sale of petroleum products (gasoline, diesel, E85) under multiple brand affiliations (BP, Mobil, Shell, Amoco) at retail locations throughout Illinois and Tri-State area.
2. Convenience Retail: Sale of snacks, beverages, pre-made food, cigarettes, and general merchandise at convenience store locations.
3. Restaurant Operations: Fresh food service through branded restaurant concepts: Urban Counter (American), Taco Urbano (Mexican), PRIDE Cafe, and Beer & Wine Plus Spirits. Food prepared on-site with chef-quality offerings inside gas station settings.
4. Alcohol Sales: Sale of beer, wine, and spirits including exclusive PRIDE Barrel Pick bourbons. Beer & Wine Plus Spirits store concept.
5. Car Wash Services: Car wash facilities and unlimited wash subscription pass (PRIDE Car Wash Pass starting at $14.99/month).
6. Loyalty Program Revenue: PRIDE Points program driving customer retention and increased purchase frequency. Points earned on purchases redeemable for discounts.
7. Fleet Solutions: Fleet Fuel Solutions rewards program for commercial customers with dedicated account management and fuel purchasing benefits.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

The PRIDE Stores operates a chain of 19 convenience stores and gas stations across the Chicagoland area and Northwest Indiana, selling branded fuel (BP, Mobil, Shell, Amoco), snacks, beverages, and general merchandise. The chain differentiates itself through in-store specialty restaurant concepts (Urban Counter, Taco Urbano, PRIDE Cafe) and a subscription-based car wash program (PRIDE Car Wash Pass), supported by a phone-number-based loyalty program (PRIDE Points).

Product overview

The PRIDE Stores is a convenience store and gas station chain operating as the Retail Division of Parent Petroleum Co., serving Chicagoland for over 30 years. The core offering consists of convenience retail stores selling fuel (BP, Mobil, Shell, Amoco brands) alongside specialty restaurants including Urban Counter (fresh-made American fare), Taco Urbano (Mexican cuisine), The PRIDE Cafe (cafe-style dining), and PRIDE Beer & Wine Plus Spirits (liquor store). Supporting programs include PRIDE Points loyalty rewards (earn points via phone number, redeemable at any PRIDE/Urban Counter/Taco Urbano), PRIDE Car Wash Pass (unlimited washes subscription starting at $14.99/month), and Fleet Solutions for commercial customers. The company also offers Bitcoin machines, Amazon Lockers, and BMO ATMs at select locations, with a portion of coffee sales donated to Folds of Honor and fuel sales to Cal's Angels.

Differentiator

Problem solved

Functional benefit

Brands

• Urban Counter: Fast-casual restaurant offering made-to-order, high quality fresh food inside select PRIDE Store locations.
• Taco Urbano
• PRIDE Cafe
• Beer & Wine Plus Spirits
• PRIDE Car Wash Pass
• PRIDE Points
• 93 Octane Brewery

Products and services

• The PRIDE Stores Convenience Store Chain A chain of convenience stores and gas stations serving the Chicagoland area and Indiana, offering branded fuel, snacks, beverages, pre-made food, cigarettes, and general merchandise under the PRIDE brand, owned by Parent Petroleum Co.
• Urban Counter A specialty fast-casual restaurant offering fresh, made-to-order American food located inside select PRIDE Store locations, featuring chef-prepared subs, wedges, wraps, nachos, and fresh breakfast items.
• Taco Urbano A Mexican restaurant concept serving authentic Mexican dishes inside select PRIDE Store locations, including Batavia and Kane County locations.
• The PRIDE Cafe An in-store cafe featuring hardwood floors, decorative lighting, and comfortable booth seating, offering fresh cafe drinks, hot food, and crepes at select locations including Cicero, Elgin, Geneva, Batavia, and Elmhurst.
• PRIDE Beer & Wine Plus Spirits A specialty liquor store concept offering beer, wine, and spirits, including exclusive PRIDE Barrel Pick bourbons, located in St. Charles.
• PRIDE Car Wash Pass A monthly subscription program offering unlimited car washes at participating PRIDE locations, with plans starting as low as $14.99 per month, powered by the WashConnect platform.
• Fleet Solutions A fleet fuel rewards program allowing commercial customers to earn bonuses and manage fleet fueling at PRIDE locations, with dedicated account management.
• 93 Octane Brewery A craft nanobrewery located inside the St. Charles PRIDE Store location, offering craft beer on draft.

Quantifiable outcome

• Earn 500 points on every dollar spent through PRIDE Points program

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Cal's AngelsminorOthersCal's Angels is a 501(c)(3) pediatric cancer foundation. The PRIDE Stores donates a portion of every gallon of fuel sold to support Cal's Angels' mission of granting wishes, raising awareness, and funding research to help kids fighting cancer.
• Folds of HonorminorOthersFolds of Honor provides educational scholarships to spouses and children of America's fallen and disabled service-members. The PRIDE Stores donates a portion of every cup of coffee sold to support this mission.
• BPcoreTechnology or IntegrationBranded fuel supplier for multiple PRIDE Store locations. Gasoline and diesel products sold under BP brand at stores in Carol Stream, St. Charles, Palatine, West Chicago, Dyer, Elgin, Hinsdale, and Lake County/Kildeer.
• MobilcoreTechnology or IntegrationBranded fuel supplier for PRIDE Store locations in Wheaton and Villa Park. Premium gasoline products sold under Mobil brand.
• ShellcoreTechnology or IntegrationBranded fuel supplier for PRIDE Store location in Naperville. Premium gasoline products sold under Shell brand.
• AmococoreTechnology or IntegrationBranded fuel supplier for PRIDE Store location in Geneva. Premium gasoline and diesel products sold under Amoco brand.
• Urban CountercoreStrategic or Co-development PartnerFast-casual restaurant brand serving fresh, made-to-order American food inside select PRIDE Store locations. Features hardwood floors, comfortable seating, chef-prepared menu items including subs, wedges, wraps, nachos, and fresh breakfast items.
• Taco UrbanocoreStrategic or Co-development PartnerMexican restaurant concept serving authentic Mexican dishes at select PRIDE Store locations including Batavia and Kane County. Aims to change perceptions about gas station food quality.
• WashConnectcoreTechnology or IntegrationTechnology platform powering the PRIDE Car Wash Pass subscription program, enabling unlimited washes for subscribers.
• 93 Octane BreweryminorStrategic or Co-development PartnerNanobrewery located inside the St. Charles PRIDE Store location, offering craft beer on draft. Approved for liquor license in St. Charles.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• QuikTrip: Privately held, multi-state c-store and fuel chain with strong regional density in the Midwest. Comparable on integrated fuel + fresh food + car wash + loyalty architecture and on operating scale per market.
• Casey's General Stores: Midwest-based convenience store and fuel chain with ~2,500 locations, famous for its made-from-scratch pizza, prepared foods, and in-store kitchens — directly comparable to PRIDE's fuel-plus-restaurant hybrid model and a similar regional c-store footprint.
• Kwik Trip: Midwest c-store and fuel chain (~800 locations) with strong fresh food, bakery, and car wash programs. Comparable as a private, family-style operator with a reputation for cleanliness and prepared food — the same positioning PRIDE pursues in Chicagoland.
• RaceTrac: Privately held c-store and fuel chain with locations across the South and Midwest. Comparable on the fuel + fresh food + car wash subscription model and on family-owned operator culture.
• Wawa: Mid-Atlantic c-store and fuel chain (~1,000 locations) built around fresh prepared food, hoagies, and coffee inside gas stations. Directly comparable on the prepared-food-at-fuel thesis and a recognized benchmark for the category PRIDE is competing in.
• Stewart's Shops: Privately held, family-operated c-store and fuel chain in the Northeast with strong in-house ice cream, fresh food, and brand reputation. Comparable as a family-owned, food-led c-store operator against a national set.
• Pilot Flying J: Travel-center c-store and fuel chain with strong fleet/B2B program — directly analogous to PRIDE's Fleet Solutions offering, plus comparable food and loyalty architecture.
• 7-Eleven: The largest c-store chain in North America (now including Speedway). Comparable as the dominant national incumbent PRIDE competes against on fuel volume, fresh food, and loyalty (7Rewards) in the same Chicagoland trade areas.
• Royal Farms: Mid-Atlantic c-store and fuel chain famous for its fresh, fried chicken and prepared food program. Closely comparable on the "gas station as food destination" thesis that underpins Urban Counter and Taco Urbano.
• Sheetz: Pennsylvania-based c-store and fuel chain with ~700 locations, renowned for made-to-order food (burgers, sandwiches, coffee) inside gas stations — the closest functional analog to PRIDE's Urban Counter and PRIDE Cafe concepts, with similar 24-hour operations and loyalty program.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 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 The PRIDE Stores