Macewen Petroleum
MacEwen Petroleum is a privately held, family-owned Canadian independent fuel and convenience retailer founded in 1976, operating 100+ retail fuel locations across Ontario, Quebec, and Manitoba under the MacEwen, Esso, Mobil, and Shell brands. The company serves commercial fleets, retail consumers, and residential heating customers with fuel delivery, DEF, lubricants, propane, and convenience retail through its Quickie and County Line banners.
- Company typePrivate
- Founded1976
- HeadquartersMaxville, Canada
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Macewen Petroleum does
MacEwen Petroleum Inc. is a privately held, family-owned Canadian independent fuel and convenience retailer founded in 1976 by Allan MacEwen in Maxville, Ontario. The company operates across Ontario, Quebec, and Manitoba, distributing fuel under four brand umbrellas — MacEwen, Esso, Mobil, and Shell — through a hybrid network of company-owned retail stations, dealer-operated branded stations, independent retailers under the Quickie and County Line convenience banners, and an independent retailer program with $20,000-$100,000 minimum investments. Following the 2021 acquisition of Quickie Convenience Stores (51 stores including 22 gas stations), the 2024 acquisition of Little Short Stop (26 stores), and the 2024 acquisition of Jim Moore Petroleum & Moore Propane, MacEwen has consolidated into one of the largest independent fuel and convenience operators in central Canada, with 100+ retail fuel locations and 16 cardlock sites supporting the ONE CARD fleet management network.
The company's product portfolio spans retail and commercial fuel delivery (diesel, gasoline, propane), API-certified Diesel Exhaust Fluid (DEF) supplied in bulk and packaged formats across 13 distribution points, Chevron lubricants distributed under a Strategic Marketer agreement, residential heating oil and propane with automatic delivery and equal payment plans, fleet cards, car washes, and gift cards. MacEwen serves three primary customer segments — commercial fleets and businesses across agriculture, construction, forestry, mining, marine and transportation; retail consumers fueling vehicles and purchasing convenience items; and residential energy customers in Ontario and Quebec — with a secondary franchise-style segment of independent dealers and convenience-store operators. Underlying technology assets are operational rather than digital: API-certified DEF bulk storage and dispensing infrastructure, the ONE CARD cardlock network with real-time purchase controls and reporting, and a branded mobile app for customer engagement.
Revenue is generated primarily through transactional fuel margins (retail pump sales and commercial bulk delivery), convenience-store merchandise sales, subscription-style residential heating oil and propane contracts with equal payment plans, and franchise/operator fees from the independent retailer program. Pricing varies regionally by transportation cost, taxes, and local competition, with commercial and propane pricing quoted rather than publicly disclosed. The business model combines physical asset intensity (retail sites, cardlock infrastructure, DEF warehousing, bulk delivery fleet) with asset-light scaling (dealer and retailer franchise model), supported by branded wholesale relationships with Esso/ExxonMobil, Shell, Mobil, and Chevron that provide multi-source supply optionality across the four major fuel brands.
Macewen Petroleum firmographics
Firmographics- Name
- Macewen Petroleum
- Legal name
- MacEwen Petroleum Inc.
- Website
- https://macewen.ca
- Company type
- Private
- Founded year
- 1976
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- MacEwen Petroleum is a privately held, family-owned Canadian independent fuel and convenience retailer founded in 1976, operating 100+ retail fuel locations across Ontario, Quebec, and Manitoba under the MacEwen, Esso, Mobil, and Shell brands. The company serves commercial fleets, retail consumers, and residential heating customers with fuel delivery, DEF, lubricants, propane, and convenience retail through its Quickie and County Line banners.
- Ownership category
- akta.pro rank
Macewen Petroleum industry classification
Industry- Product category
- Fuel Distribution & Convenience Retail
- NAICS
- Gasoline Stations (4571), Petroleum Bulk Stations and Terminals (424710), Fuel Dealers (457210)
- SIC
- Wholesale-Petroleum Bulk Stations & Terminals (5171)
- akta.pro primary industry
- Retail Service Station Operations (Company-Owned & Dealer-Operated) (EUALAIAA)
- akta.pro secondary industries
- Non-Fuel Retail & Ancillary Forecourt Services (Car Wash, Auto Care, ATM/Lottery, Parcel Lockers) (EUALAIAJ), Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD), Truck Stops & Travel Centers (Heavy-Duty Retail) (EUALAIAF), Branded Fuels Wholesaling & Jobber Distribution (EUALAIAB), Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE)
Keywords
Where Macewen Petroleum is headquartered
LocationHeadquarters
- HQ city
- Maxville
- HQ country
- Canada
- HQ region
- North America
Offices17 records
Markets served
Macewen Petroleum business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales
Revenue model
- Retail Fuel Sales: Sale of branded and unbranded gasoline and diesel through company-owned and dealer-operated stations under MacEwen, Esso, Mobil, and Shell brands.
- Convenience Store Operations: Revenue from Quickie and County Line convenience stores selling snacks, beverages, fresh foods, and convenience items.
- Commercial Fuel Delivery: Bulk and packaged delivery of diesel, heating oil, propane, DEF, and lubricants to commercial customers across Ontario and Quebec.
- Residential Energy Products: Delivery of home heating oil and propane to residential customers with automatic delivery options and equal payment plans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Basic Car Wash |
| Unit Pricing | Pay-as-you-go | Plus Car Wash Package |
| Unit Pricing | Pay-as-you-go | Premium Rain-X Car Wash |
| One time/ perpetual license | Multi-year contract | Quickie Retailer Investment |
| One time/ perpetual license | Multi-year contract | County Line Retailer Investment |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels4 records
Macewen Petroleum product offering
Product offeringCore offering
MacEwen Petroleum distributes gasoline, diesel, propane, heating oil, diesel exhaust fluid (DEF), and lubricants through company-owned and dealer-operated retail stations, commercial bulk delivery operations, residential delivery services, and a fleet cardlock network across Ontario, Quebec, and Manitoba. The company also operates convenience stores under the Quickie, County Line, and Little Short Stop banners and offers ancillary retail services including car washes and gift cards.
Product overview
MacEwen Petroleum Inc. is a Canadian independent fuel and convenience retailer founded in 1976, operating a multi-brand portfolio across Ontario, Quebec, and Manitoba. The company operates under four fuel brands (MacEwen, Esso, Mobil, Shell) and three convenience store brands (Quickie, County Line, Little Short Stop). The product portfolio centers on retail fuel distribution, commercial fuel delivery, and convenience retail, supported by ancillary services including DEF (Diesel Exhaust Fluid), lubricants (Chevron products), commercial and residential propane, home heating oil, fleet cards, cardlock networks, car washes, and gift cards. The company has pursued an aggressive acquisition strategy, adding Quickie (51 stores, 2021), Little Short Stop (26 stores, 2024), Jim Moore Petroleum & Moore Propane (2024), and D.H. Jutzi Limited Fuel Division (2017) to expand geographic coverage and market share.
Differentiator
Problem solved
Functional benefit
Brands
- Quickie: Convenience store brand with over 100 locations in Ontario and Quebec offering snacks, beverages, coffee, bakery items, and prepared foods.
- County Line
- MacEwen Home Comfort
Quantifiable outcome
- Heating oil equipment maintained annually uses 13% less fuel than unmaintained units
- +2 more outcomes
Companies that use Macewen Petroleum
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Macewen Petroleum technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Macewen Petroleum partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor and core.
- Canadian Tire Gas+minorCWENCH Hydration products are distributed at Canadian Tire Gas+ locations as part of MacEwen's expanding retail presence. MacEwen-operated stations are included in the growing distribution network.
- Esso (ExxonMobil)coreMacEwen is a retail branded distributor of Esso fuels to Esso-branded service stations in Ontario, Quebec, and Manitoba. Dealers can operate Esso-branded stations. MacEwen also provides access to Esso's Key to the Highway cardlock network nationwide.
- ShellcoreMacEwen offers Shell-branded fuel options through dealer and company-operated stations in Ontario and Quebec, providing brand recognition and access to Shell's fuel brand.
- Mobil (ExxonMobil)coreMacEwen provides access to Mobil-branded fuel options for dealers and company operations in Ontario and Quebec, leveraging the Mobil brand identity.
- ChevroncoreMacEwen is a Chevron Strategic Marketer, distributing Chevron lubricants including Delo (heavy-duty commercial), Havoline (passenger car), and industrial/marine lubricants. Provides technical support and access to premium lubricant products.
- American Petroleum Institute (API)coreAPI provides certification for MacEwen's Diesel Exhaust Fluid (DEF), verifying product quality meets ISO standards required by diesel engine manufacturers for SCR systems.
- Petro-CanadaminorMacEwen products and services are available alongside Petro-Canada fuel network, with MacEwen-operated stations forming part of the expanding footprint across major fuel networks.
- Canco PetroleumminorMacEwen products available at Canco Petroleum locations as part of the multi-network distribution strategy.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Macewen Petroleum competitors and assessment
Company assessmentDirect peers
- Murphy USA: US-based fuel and convenience retailer focused on high-volume, low-cost formats. Comparable as a low-overhead fuel-led retailer with growing inside-store convenience contribution.
- Casey's General Stores: US c-store and fuel retailer with a network-model approach to small-town communities. Highly comparable business model of fuel plus convenience with multi-site operator and dealer-style economics.
- Global Partners: Northeastern US fuel distribution and c-store operator with cardlock and bulk delivery offerings. Comparable on the combined wholesale/retail fuel model with branded and unbranded supply.
- Parkland Corporation: Major Canadian fuel and convenience retailer operating across retail, commercial, and wholesale channels. Closest direct peer given overlapping Canadian footprint, branded fuel distribution, cardlock networks, and similar mix of retail fuel and convenience stores.
- Alimentation Couche-Tard (Circle K): Canadian-headquartered global operator of Circle K c-stores and fuel sites. Directly comparable on multi-brand fuel retail, c-store operations, and fleet card programs, with much greater scale.
Regional players
- Irving Oil: Privately held Canadian integrated fuel operator headquartered in New Brunswick with strong eastern Canada presence. Comparable as a regional competitor and dealer/wholesale partner dynamic in Ontario/Quebec-adjacent markets.
- Federated Co-operatives Limited: Western Canadian co-operative wholesale fuel, lubricants, and convenience platform. Comparable as a regional multi-brand fuel wholesaler and c-store operator with a similar dealer/retailer model.
Broad incumbents
- Sunoco LP: Large publicly traded fuel distribution partnership with motor fuel distribution and midstream operations. Comparable as a broad incumbent across wholesale fuel distribution with branded supply partnerships.
- 7-Eleven (Seven & i Holdings): Global c-store and fuel leader with Canadian presence. Relevant as a broad incumbent operating the same combination of branded fuels, convenience retail, and fleet card services at scale.
Emerging players
- ARKO Corp: US c-store and fuel roll-up operator pursuing a similar acquisitive consolidation strategy across regional markets. Comparable as a growth-oriented platform using M&A to scale convenience and fuel retail.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Macewen Petroleum social profiles
Digital presenceMacewen Petroleum compliance and trust
Trust signalCompliance1 record
Macewen Petroleum financial estimates
Financial estimateRevenue estimate
Valuation estimate
Macewen Petroleum leadership team
Management profileNumber of profiles
Profiles3 records
Macewen Petroleum subsidiaries and ownership
Company hierarchySubsidiaries4 records
Macewen Petroleum funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Macewen Petroleum M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Macewen Petroleum
What does Macewen Petroleum do?
MacEwen Petroleum distributes gasoline, diesel, propane, heating oil, diesel exhaust fluid (DEF), and lubricants through company-owned and dealer-operated retail stations, commercial bulk delivery operations, residential delivery services, and a fleet cardlock network across Ontario, Quebec, and Manitoba. The company also operates convenience stores under the Quickie, County Line, and Little Short Stop banners and offers ancillary retail services including car washes and gift cards.
Is Macewen Petroleum a public or private company?
Macewen Petroleum is a private company. It is classified as family owned and is currently operating.
When was Macewen Petroleum founded?
Macewen Petroleum was founded in 1976. It employs 101 to 250 people.
Where is Macewen Petroleum based?
Macewen Petroleum is headquartered in Maxville, Canada, in the North America region.
How does Macewen Petroleum make money?
Four revenue lines are on record. Retail Fuel Sales are the primary driver. The others are convenience Store Operations, commercial Fuel Delivery and residential Energy Products.
Who are Macewen Petroleum's main competitors?
Direct peers on record are Murphy USA, Casey's General Stores, Global Partners, Parkland Corporation and Alimentation Couche-Tard (Circle K). Regional players are Irving Oil and Federated Co-operatives Limited. Broad incumbents are Sunoco LP and 7-Eleven (Seven & i Holdings). ARKO Corp is listed as an emerging player.
Does Macewen Petroleum have an API?
No public API is recorded for Macewen Petroleum.
What industry is Macewen Petroleum in?
Macewen Petroleum's product category is Fuel Distribution & Convenience Retail. Its primary akta.pro industry code is EUALAIAA, Retail Service Station Operations (Company-Owned & Dealer-Operated), with a secondary code of EUALAIAJ, Non-Fuel Retail & Ancillary Forecourt Services (Car Wash, Auto Care, ATM/Lottery, Parcel Lockers). Its NAICS code is 4571 and its SIC code is 5171.