Huck's Food & Fuel

Name

Huck's Food & Fuel

Legal name

Martin & Bayley, Inc.

Website

https://hucks.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Huck's Food & Fuel is a 136-store, 100% employee-owned convenience store chain across five Midwest states, offering fuel, fresh prepared food, loyalty rewards, mobile payment, and commercial fleet fueling to individual consumers and fleet operators.

Ownership category

akta.pro rank

Product category

Convenience Stores & Fuel Retail

NAICS

Gasoline Stations with Convenience Stores (45711)

akta.pro primary industry

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

akta.pro secondary industries

Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE), Fuel Pricing, Loyalty & Payments Platforms (POS, Mobile Pay, Fleet Cards, Loyalty Programs) (EUALAIAK)

Keywords

• Convenience retail
• Fuel retail
• Prepared foods
• Fleet fuel cards
• Loyalty rewards

Headquarters

HQ city

Carmi

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Fuel Sales: Sale of gasoline and diesel fuel at company-owned convenience stores with quality guarantee. Fleet card program offering commercial customers fuel discounts and rebates.
2. Prepared Food and Convenience Items: Fresh prepared foods including chicken (Cluck's Chicken), pizza (Godfather's Pizza Express), grill items, bakery, and grab-and-go items. Also includes beverages, snacks, and general merchandise.
3. Video Gaming: Video gaming terminals at 36 Illinois locations providing entertainment revenue. Climate-controlled private gaming rooms with 6-10 games per location.
4. Loyalty Program Engagement: Huck's Bucks Bigg Rewards program driving customer retention through points earned on purchases, redeemable for fuel discounts, free food, and merchandise. Program drives repeat visits and basket size.
5. Catering Services: Corporate event and office meeting catering using fresh prepared foods from store kitchen.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Huck's Food & Fuel operates a chain of company-owned convenience stores selling gasoline and diesel fuel alongside fresh prepared foods (including proprietary Cluck's Chicken and Godfather's Pizza Express), beverages, snacks, and general merchandise. Revenue is generated through in-store retail transactions, fuel sales, the Huck's Bucks Bigg Rewards loyalty program, Huck's Pay mobile payment, the Fleet Card program for commercial customers, online ordering via Vroom Delivery, gift cards, and Illinois video gaming terminals.

Product overview

Huck's Food & Fuel is a 135-store employee-owned convenience store chain operating across Illinois, Indiana, Missouri, Kentucky, and Tennessee. The company offers a unified retail platform combining physical convenience store operations with digital services. The core offering consists of convenience retail (fuel, food, beverages, and general merchandise) enhanced by technology-driven products: the Huck's Bucks Bigg Rewards loyalty program (points-based rewards app), Huck's Pay mobile payment service (fuel discount program), online ordering via Vroom Delivery, and fleet card services for business customers. Food service is differentiated through proprietary brands (Cluck's Chicken, Grill Zone items) and licensed concepts (Godfather's Pizza Express at select locations). Additional services include video gaming terminals at Illinois locations and catering capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Huck's Bucks Bigg Rewards: The company's loyalty rewards program that allows customers to earn points with every purchase and redeem for merchandise, fuel discounts, and free food.
• Huck's Pay
• Karing for Kids

Products and services

• Huck's Bucks Bigg Rewards Mobile loyalty rewards program and app (iOS/Android) enabling customers to earn 20 points per dollar spent on qualifying purchases, redeemable for merchandise, fuel discounts, and free food items. Includes birthday rewards, exclusive offers, and sweepstakes entry.
• Huck's Pay Mobile payment service linked to a customer's checking account that delivers fuel savings (50¢/gallon for the first 50 days or first 50 gallons, then 15¢/gallon ongoing) and enables contactless in-store payment and pump activation through the app.
• Huck's Fleet Card Program Commercial fleet fuel card program providing 10¢ per gallon discount at all locations daily with no volume minimums, additional 5¢/gallon for the first 90 days, volume-based tier rebates, customized authorization controls, unique PIN per card, detailed reporting, and no monthly/setup/additional card fees.
• Cluck's Chicken Huck's signature hand-breaded fried chicken prepared fresh daily in store kitchens, available for individual quick bites or family meals. Ranked #1 in Courier Press reader poll among Evansville gas station fried chicken joints in 2018.
• Godfather's Pizza Express Licensed Godfather's Pizza Express menu offered at select Huck's locations, featuring fresh pizza with Large 1-Topping priced at $11.99 ($10.99 with the loyalty rewards app).
• Illinois Video Gaming Video gaming terminals available at 36 Illinois Huck's locations, featuring 6-10 state-of-the-art games per location in climate-controlled private rooms with complimentary beverages, provided through partnership with Accel Entertainment.
• Huck's Online Ordering Online food ordering platform powered by Vroom Delivery integration, enabling customers to order fresh prepared food (including Godfather's Pizza menu items) for pickup or delivery through the Huck's website.
• Huck's Gift Cards Digital and physical gift cards sold online through The Gift Card Shop (thegiftcardshop.com/hucks), enabling customers to give Huck's store credit usable at any company location.
• Huck's Catering Catering service for corporate events and office meetings leveraging Huck's fresh prepared foods, ordered through the Vroom Delivery online ordering platform.
• Retail Fuel Sales Retail sale of gasoline and diesel fuel at all 136+ company-owned convenience store locations across the Midwest, supported by a quality guarantee on every gallon sold.

Quantifiable outcome

• Reduced training requirements with AI-native POS system
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability5 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Tote.aicoreTechnology or Integration · 24 February 2026Huck's Market completed first live deployment of Tote.ai's AI-native point-of-sale platform at flagship location in Carmi, Illinois. The hardware-agnostic, cloud-based solution provides faster transactions, improved EBT visibility, and real-time associate support. Chain-wide rollout planned by end of 2026.
• Godfather's PizzacoreStrategic or Co-development PartnerGodfather's Pizza Express partnership offering fresh pizza at select Huck's locations. Large 1-Topping pizza available for $11.99 or $10.99 with loyalty rewards. Pizza program provides prepared food variety and drive incremental traffic.
• DoorDashminorChannel Partner/ Reseller/ DistributorThird-party food delivery partnership enabling customers to order Huck's prepared foods (pizza, chicken, grill items) for delivery through DoorDash platform at select locations.
• Uber EatsminorChannel Partner/ Reseller/ DistributorThird-party food delivery partnership enabling customers to order Huck's prepared foods for delivery through Uber Eats platform at select locations.
• GrubHubminorChannel Partner/ Reseller/ DistributorThird-party food delivery partnership enabling customers to order Huck's prepared foods for delivery through GrubHub platform at select locations.
• Accel EntertainmentminorStrategic or Co-development PartnerVideo gaming partner providing state-of-the-art gaming terminals at 36 Illinois Huck's locations with climate-controlled private gaming rooms.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Casey's General Stores: Operates ~2,900+ convenience stores across 17 Midwest and Southern states with fuel, prepared food (pizza, donuts), in-store kitchens, and a private label rewards program. The closest direct comparable to Huck's by format (fuel + c-store + fresh food), customer base (Midwest drivers/commuters), and revenue mix.
• Kwik Trip: Midwest-focused (WI, MN, IA, IL, MI) convenience store chain known for private-label food, fresh bakery, and fuel; ~800+ stores. Closest geographic and operational overlap with Huck's five-state Midwest footprint.
• Sheetz: Mid-Atlantic convenience store chain (~700 stores) combining fuel with made-to-order food (MTO) and proprietary in-store kitchens. Comparable to Huck's on the prepared-food differentiation thesis within a fuel-led store format.
• Wawa: East Coast c-store chain (~1,000+ stores) famed for fresh prepared food, mobile ordering, and loyalty app — directly comparable to Huck's food-service plus loyalty focus.
• QuikTrip: Private, multi-state convenience chain (~1,000+ stores) with strong fresh food and fuel offering. Comparable to Huck's as a privately held, large regional c-store operator with chain-wide technology programs.
• RaceTrac: Large private convenience store chain in the South and Midwest with extensive private label, fresh food, and a fleet card program — overlapping with Huck's fuel + c-store + private-label thesis.

Emerging players

• Pilot Flying J: Travel-center chain (truck stop + c-store) with a fleet card and loyalty program serving Midwest corridors. Comparable on fleet card and fuel program overlap with Huck's Fleet Card offering.

Broad incumbents

• Marathon Petroleum (Marathon / Speedway legacy): Major U.S. fuel refiner/marketer with downstream retail via the Speedway / 7-Eleven assets. Benchmarks Huck's against the largest c-store fuel operators in the Midwest.
• BP / ampm: Global oil major with U.S. retail fuel network and loyalty (BPme Rewards) comparable to Huck's per-gallon discount + loyalty app mechanics.
• 7-Eleven: Largest U.S. c-store franchise/operator with proprietary private label, prepared food, and 7Rewards loyalty — the broad-format incumbent bench Huck's must compete with on convenience and loyalty.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/gotohucks

Revenue estimate

Valuation estimate

Number of profiles

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 Huck's Food & Fuel