Homeland Stores

What Homeland Stores does

Homeland Stores, operating through the legal entity HAC, Inc., is Oklahoma's largest locally owned grocery chain, running 35 physical storefronts exclusively within the state and headquartered in Oklahoma City. The company was founded approximately in 1987 (per company history) and operates as a 100% employee-owned business, a structure it promotes in recruiting messaging alongside benefits such as health coverage starting at $5 per week and weekly pay. Its core offering is full-service grocery retail — fresh foods, dairy, frozen, pantry, beverages, household, personal care, health and wellness, babies, and pets — augmented by in-store pharmacy services integrated through the RxTouch platform and a made-to-order deli and bakery program (deli trays, bakery trays, custom cakes, cookies, and cupcakes) that runs on a dedicated subdomain. The company also operates a Homeland Rewards Card loyalty program, a digital coupon and weekly ad system powered by Swiftly, and a native mobile app on iOS and Android, but it has no direct e-commerce grocery ordering or delivery infrastructure disclosed.

The business model is straightforward retail transaction revenue across three streams: grocery sales, prescription pharmacy revenue, and prepared-foods sales, all rung through physical stores. Pricing is not publicly disclosed; customers access savings via clipped digital coupons tied to the Rewards Card and through weekly promotional flyers, with no subscription, contract, or enterprise sales layer. The sole disclosed customer segment is Oklahoma consumers seeking local grocery, pharmacy, and fresh prepared-food options. The only named executive is President & CEO David Criscione; no broader management team is disclosed.

The strategic posture is currently defensive. In 2026, Homeland announced a restructuring plan affecting approximately 17 of its 35 locations — closing 4 stores, consolidating 3 United Supermarket locations into Homeland banners, and listing 10 additional stores for sale — explicitly citing industry-wide pressure from e-commerce, inflation, and competition from national discount chains. This is a footprint-reduction event rather than an offensive expansion, and there are no signs of geographic diversification, no funding rounds, no acquisitions, and no AI/ML capability investment evident in the available data.

Name

Homeland Stores

Legal name

HAC, Inc.

Website

https://homelandstores.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Homeland Stores (HAC, Inc.) is Oklahoma's largest locally owned grocery chain, operating 35 physical stores offering grocery retail, in-store pharmacy, and made-to-order deli and bakery services. It serves Oklahoma consumers via a Swiftly-powered digital coupon and Homeland Rewards loyalty platform with a native mobile app.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Supermarkets and Other Grocery Retailers (except Convenience Retailers) (445110)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Natural/Organic Supermarkets & Chains (CRAHAEAA)

Keywords

• Grocery retail
• In-store pharmacy
• Prepared foods
• Loyalty rewards program
• Digital coupons

Headquarters

HQ city

Yukon

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Grocery Retail Sales: Traditional grocery retail revenue from in-store purchases across categories including fresh foods, dairy, frozen, pantry, beverages, household, personal care, health & wellness, babies, and pets.
2. Pharmacy Services: In-store pharmacy services generating revenue from prescription medications and health products.
3. Prepared Foods - Deli & Bakery: Made-to-order deli trays, bakery trays, cakes, cookies, and cupcakes for occasions.

Pricing tiers

Distribution channels1 record

Marketing channels4 records

Core offering

Homeland Stores is Oklahoma's largest locally owned grocery chain operating 35 physical retail locations across the state. The company offers full-service grocery across categories including fresh foods, dairy, frozen, pantry, beverages, household, personal care, health and wellness, babies, and pets, complemented by in-store pharmacy services and a made-to-order deli and bakery program. A digital layer including a Swiftly-powered coupon platform, Homeland Rewards Card program, weekly ad flyers, and an iOS/Android mobile app supports in-store shopping.

Product overview

Homeland Stores is an Oklahoma-based grocery retail chain offering a unified shopping platform combining physical retail locations with digital services. The core product portfolio includes grocery retail with a digital layer (digital coupons via Swiftly, weekly ads, shopping lists, and a rewards wallet), pharmacy services integrated with RxTouch, and a made-to-order deli/bakery sub-brand operating on a separate subdomain. The company also offers a mobile app for iOS and Android, enabling customers to access coupons, manage their rewards account, and use digital shopping tools.

Differentiator

Problem solved

Functional benefit

Products and services

• Grocery Retail Full-service in-store grocery shopping across categories including fresh foods, dairy, frozen, pantry, beverages, household, personal care, health and wellness, babies, and pets, available at 35 retail locations across Oklahoma.
• Pharmacy Services In-store pharmacy services integrated with the RxTouch platform for prescription management and related health products, available at Homeland retail locations.
• Made-to-Order Deli & Bakery Custom made-to-order food service offering deli trays, bakery trays, cakes, cookies, and cupcakes for events and celebrations, ordered online through a dedicated subdomain.
• Homeland Stores Mobile App Native mobile application available on the Apple App Store and Google Play Store for iPhone and Android, providing access to digital coupons, weekly ads, shopping lists, store locator, and Homeland Rewards account management.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• United Supermarkets: United Supermarkets operates grocery stores in Oklahoma and surrounding states; Homeland is actively consolidating 3 United locations into its brand, evidencing direct market overlap and comparable product/customer offering.
• Buy For Less Supermarkets: Buy For Less is an Oklahoma-based, employee-owned independent grocery chain directly competing with Homeland in the same Oklahoma metros with a comparable employee-ownership narrative and similar mid-tier positioning.
• Crest Foods Inc. Crest Foods is a family-owned Oklahoma grocery chain operating supermarkets in the Tulsa metro with comparable offerings (deli, bakery, pharmacy-adjacent services) that compete head-to-head with Homeland in core markets.

Broad incumbents

• Walmart: Walmart is the dominant low-price grocer in Oklahoma and the primary competitive threat cited in Homeland's restructuring announcement; it shares grocery retail format and customer overlap but operates at vastly greater scale nationwide.
• ALDI: ALDI is a national hard-discount grocer rapidly expanding in Oklahoma with limited-assortment stores; it competes directly on price with Homeland and is among the 'national discount chains' pressuring Homeland's margins.
• WinCo Foods: WinCo Foods is an employee-owned regional discount grocery chain operating across the western/central U.S., directly comparable to Homeland's employee-owned model and discount-adjacent positioning; both compete for price-sensitive shoppers.
• Hy-Vee: Hy-Vee is a large employee-owned regional supermarket chain operating across the Midwest with full-service grocery, deli, bakery, and pharmacy — a near-direct analogue to Homeland's employee-owned supermarket model at much larger scale.
• Kroger: Kroger is the largest pure-play U.S. supermarket operator; its loyalty/digital program (Boost) and pharmacy services directly mirror Homeland's Homeland Rewards and RxTouch offerings, making it a benchmark for digital grocery maturity.

Emerging players

• Sprouts Farmers Market: Sprouts is a fast-growing smaller-format natural/specialty grocer; it competes with Homeland for fresh, deli, and prepared-foods baskets and represents an emerging differentiation vector in grocery retail.

Others

• Swiftly: Swiftly is the third-party digital coupons and shopper engagement platform powering Homeland's digital deals program; it is a key technology enabler and ecosystem partner rather than a competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights6 records

Customer concentration

• Xx.com/homelandstores

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 Homeland Stores