What Quality Oil Company does

Quality Oil Company is a private, family-owned diversified energy and services company headquartered in Winston-Salem, North Carolina, founded in 1929 as a Shell Oil distributorship. The company operates across five U.S. states (NC, VA, SC, GA, FL) with a workforce of 1,001-5,000 employees, serving residential homeowners, commercial and industrial businesses, agricultural operations, retail consumers, independent gas station dealers, and travelers.

The company's core business is the delivery of propane, fuel oil, diesel, gasoline, kerosene, and specialty lubricants to residential and commercial customers across the Southeast, complemented by HeatSync, a proprietary IoT-based tank monitoring program using cellular-connected float gauges that enables automatic delivery scheduling, real-time level alerts, and a 5¢/gallon fuel discount. Beyond energy distribution, Quality Oil operates 100+ company-owned convenience stores and gas stations under the Quality Mart, Quality Plus, and GOGAS brands, a hotel portfolio through its Quality Hospitality division under Hilton flags (Hampton Inn, Hilton Garden Inn, Curio Collection), petroleum transport via its Reliable Tank Line subsidiary, a real estate and construction division, and ancillary hospitality assets including the Pillar Rooftop Bar and the Brookberry Farm residential community.

The business model is predominantly transactional and usage-based — gallons of fuel delivered, gallons pumped at retail, hotel room nights, and fleet card transactions — supplemented by a subscription component for HeatSync tank monitoring and tiered volume rebates (up to 5¢/gallon) on the Voyager-partnered fleet card. Distribution occurs through direct field sales and delivery fleets, company-owned retail storefronts, a dealer/lease program for Shell-branded stations, and Hilton-managed hospitality channels. The company generates additional ancillary revenue through real estate development and emergency commercial fuel services for healthcare, government, and data center customers.

Name

Quality Oil Company

Legal name

Quality Oil Company LLC

Website

https://qualityoilnc.com

Company type

Private

Founded year

1929

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Quality Oil Company is a private, family-owned energy and services firm founded in 1929, delivering propane and fuel oil to residential and commercial customers across the Southeastern U.S. and operating convenience stores, Hilton-branded hotels, fuel transport, and real estate development.

Ownership category

akta.pro rank

Product category

Fuel Distribution and Energy Services

NAICS

Gasoline Stations with Convenience Stores (45711), Gasoline Stations (4571), Fuel Dealers (45721), Fuel Dealers (4572), Fuel Dealers (457210)

SIC

Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172), Wholesale-Petroleum Bulk Stations & Terminals (5171), Retail-Auto Dealers & Gasoline Stations (5500), Oil & Gas Field Services, Nec (1389)

akta.pro primary industry

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

akta.pro secondary industries

Branded Fuels Wholesaling & Jobber Distribution (EUALAIAB), Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE), Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD)

Keywords

• Propane delivery
• Fuel oil distribution
• Commercial fueling services
• Convenience store retail
• Fleet fuel cards

Headquarters

HQ city

Winston Salem

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Fuel and Propane Sales: Residential and commercial delivery of propane, fuel oil, diesel, gasoline, kerosene, and related products. Includes automatic delivery programs and will-call options.
2. Convenience Store Retail: Operation of Quality Mart, Quality Plus, and GOGAS convenience stores and gas stations offering fuel, snacks, beverages, tobacco products, and convenience items.
3. Hospitality/Hotel Operations: Quality Hospitality division operates award-winning hotels throughout the southeastern US under Hilton brands (Hampton Inn, Hilton Garden Inn) and Curio Collection.
4. Fleet Card Services: Quality Oil Fleet Fueling Card partnered with Voyager offering volume rebates, detailed billing, and controls for fleet fuel management.
5. Dealer/Lease Program: Gas station dealer and lease program providing brand support, marketing, training, and technology assistance to independent operators.
6. Real Estate and Construction: Development of convenience store locations, hotels, and Brookberry Farm residential community.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Quality Oil Company delivers propane, heating fuel oil, diesel, gasoline, DEF, and specialty lubricants to residential and commercial customers across the southeastern United States. The company also operates more than 100 company-owned convenience stores and gas stations under the Quality Mart, Quality Plus, and GOGAS brands, manages a Voyager-partnered universal fleet fueling card, and runs award-winning Hilton-branded hotels through its Quality Hospitality division. Complementary offerings include HeatSync smart tank monitoring, emergency fuel services, agricultural delivery, and petroleum transport via Reliable Tank Line.

Product overview

Quality Oil Company is a diversified energy, retail, and hospitality company founded in 1929, operating as a platform of multiple distinct divisions and sub-brands. The core offerings include residential and commercial propane/fuel oil delivery services, with value-add modules like HeatSync tank monitoring and a Fleet Card program. The retail division operates convenience stores under Quality Mart, Quality Plus, and GOGAS brands, while Quality Hospitality manages hotels. Additional divisions include real estate development, construction services, and petroleum transport via Reliable Tank Line. The company primarily serves North Carolina, with expanding operations into Virginia, South Carolina, Georgia, and Florida.

Differentiator

Problem solved

Functional benefit

Brands

• Quality Mart: Neighborhood convenience stores offering gasoline, snacks, drinks, and friendly customer service.
• Quality Plus
• GOGAS
• Quality Hospitality
• Reliable Tank Line
• HeatSync
• Quality Oil Fleet Card

Products and services

• Residential Propane Services Clean-burning propane solutions for homes including heating, cooking, water heating, generators, and outdoor grilling with automatic delivery options and tank installation or maintenance.
• Residential Fuel Oil Heating oil delivery for home furnaces, water heating, boiler systems, and backup generators with budget plans spanning 10 months and automatic delivery options.
• Commercial Fueling Services Comprehensive commercial fuel delivery including on-site fueling, job-site tanks, DEF delivery, lubricants, generator refueling, and space heaters for businesses across NC, VA, and SC, with dedicated account managers.
• HeatSync Tank Monitoring Smart tank monitoring subscription using real-time cellular float gauge sensors to track fuel oil and propane tank levels, automatically schedule deliveries, send alerts, and provide a 5¢ per gallon discount on fuel purchases for $1.99/month.
• Quality Oil Fleet Card Universal Voyager-partnered fleet fueling card with no fees, volume rebates up to 5¢ per gallon, detailed billing, security controls, and nationwide acceptance at 95% of US fuel stations including truck stops.
• Emergency Fuel Services 24/7 emergency fuel delivery for commercial, industrial, and institutional operations during severe weather, power outages, or unexpected disruptions, including generator refueling for healthcare facilities, government operations, telecommunications, and data centers.
• Industrial Propane Heater Rentals Portable propane-powered heaters for construction sites and industrial applications featuring heavy-duty steel construction and direct propane gas-fired technology with 99.97% energy efficiency.
• Bulk DEF Delivery Diesel Exhaust Fluid (DEF) bulk delivery solutions for diesel-powered commercial operations with API-certified DEF available in tote and drum options on flexible delivery schedules.
• Specialty Oils and Lubricants Full line of Shell Oil lubricants including Rotella T family for trucking and AeroShell for aviation, delivered via cases, pails, drums, or bulk to trucking, agriculture, aviation, automotive, and industrial operations.
• Agricultural Fuel Delivery Fuel delivery services tailored for farms and agricultural businesses including fuel oil, kerosene, lubricants, diesel, and low-sulfur fuels with customized seasonal delivery plans.
• Dealer and Lease Gas Station Program Shell-branded gas station dealer and lease program providing brand compliance support, marketing assistance, technology setup, training, and operational support to independent gas station operators across the southeastern US.
• Propane Appliances Propane-powered appliances including Rinnai and Navien tankless water heaters, Empire infrared and blue flame space heaters, offered with professional installation services for residential propane customers.
• Gas Logs and Fireplace Services Professional gas log installation, cleaning, and inspection services featuring brands including Everwarm, Monessen, Real Fyre, and White Mountain Hearth for residential propane customers.
• Quality Hospitality Hotels Hotel ownership and operations division operating award-winning properties under Hilton brands (Hampton Inn, Hilton Garden Inn) and Curio Collection throughout the southeastern US, with multiple properties earning Hilton Award of Excellence (top 5% globally) and Conrad Achievement Award (#3 Hampton Inn worldwide).
• Quality Mart Convenience Stores Neighborhood convenience store brand operating company-owned locations across North Carolina offering gasoline, snacks, drinks, tobacco products, and customer service.
• Quality Plus Gas Stations Gas station brand featuring the fastest pumps in town and unique drive-thru windows for purchasing gasoline, snacks, drinks, and tobacco products.
• GOGAS Convenience Stores Drive-thru convenience store brand with 26 locations across southeastern North and South Carolina, specializing in tobacco products at wallet-friendly prices.
• Reliable Tank Line Petroleum Transport Common carrier petroleum product transport division headquartered in Winston-Salem with terminal locations in Virginia, North Carolina, and South Carolina, providing fuel logistics services across the southeastern US.

Quantifiable outcome

• Save 5 cents per gallon with HeatSync tank monitoring program
• +2 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Shell Oil CompanycoreStrategic or Co-development Partner · 1 December 1929Since founding in December 1929, Quality Oil Company has operated as a Shell Oil distributorship. This nearly century-long partnership includes distribution rights, branded station operations (Quality Mart, Quality Plus, Shell), and full-line Shell Oil lubricant products including Rotella T family and AeroShell aviation oils.
• VoyagercoreChannel Partner/ Reseller/ DistributorFleet card partnership providing universal acceptance at 95% of US fuel stations. Voyager network integration enables Quality Oil Fleet Fueling Card nationwide usability.
• Hilton (Hampton Inn, Hilton Garden Inn, Curio Collection)coreStrategic or Co-development PartnerQuality Hospitality division operates hotels under Hilton brands. Properties have earned Hilton Award of Excellence (top 5% globally) and Conrad Achievement Award. Curio Collection partnership for Oberlin Hotel development in Raleigh.
• Shell Lubricants (Rotella T, AeroShell)coreTechnology or IntegrationAs a full-line Shell Oil lubricant jobber, Quality Oil carries the complete Shell lubricant portfolio including Rotella T family for trucking and AeroShell for aviation. Products delivered via cases, pails, drums, or bulk.
• Emergency Services (Healthcare, Government, Data Centers)minorStrategic or Co-development PartnerEmergency fuel delivery partnerships supporting critical infrastructure including healthcare facilities, municipal operations, telecommunications, and data centers during outages and natural disasters.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Wawa: Private, family-run c-store and fuel chain with proprietary food program and regional multi-state footprint; closely comparable in private operating model and customer-acquisition quality.
• Pilot Flying J: Berkshire Hathaway-owned travel-center operator with nationwide fleet card, fuel, and c-store operations; comparable to Quality Oil's commercial/fleet card and retail strategy.
• Suburban Propane Partners: Public propane and fuel oil distributor targeting residential and commercial customers across the eastern U.S.; closely comparable delivery model.
• RaceTrac: Private, family-owned operator of large-format RaceWay gas stations and RaceTrac c-stores in the Southeast and beyond; directly comparable gas-station and convenience-store business.
• AmeriGas: Largest U.S. propane distributor serving residential, commercial, and agricultural customers via tank and bulk delivery — directly comparable to Quality Oil's propane and commercial fueling core.
• Sheetz: Family-owned, privately held Mid-Atlantic convenience-store and fuel retailer with company-operated stores, foodservice, and proprietary tech — directly comparable in business model and corporate profile to Quality Oil.
• Ferrellgas: Public propane distributor with residential and commercial delivery; directly comparable to Quality Oil's residential propane and fuel-oil delivery business.

Broad incumbents

• CrossAmerica Partners: Public wholesale fuel distributor and franchisee of major oil-company brands; provides a scaled reference for Quality Oil's jobber/wholesale-plus-retail structure.
• WEX: Public fleet-card and mobility-payments platform; comparable to Quality Oil's Voyager-powered fleet card line of business and benchmark for that segment.

Regional players

• Boyett Petroleum: Family-owned fuel distributor and Shell jobber with retail and commercial operations in California; comparable operating profile on a regional basis outside Quality Oil's Southeast footprint.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/qualityoilnc
• LinkedInlinkedin.com/company/2119434
• Instagraminstagram.com/qualityoil_llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries9 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 Quality Oil Company