Domino C-Stores

What Domino C-Stores does

Domino C-Stores (legally Domino Food and Fuel, Inc.) is a family-owned convenience store chain operating 22+ retail locations across Oklahoma, ranging from small community stores to large truck stops. Founded in 1955 by Elmer Smith as a single service station, the company is a wholly-owned subsidiary of Elmer Smith Oil Company and is now led by Martin Smith, son of the founder, as President. The chain sells multiple fuel grades (E10 Unleaded, 100% Unleaded, Diesel, Dyed Diesel, and CNG) alongside convenience merchandise, prepared foods, co-located restaurant offerings (Subway, Papa Johns, Double 6 BBQ), ATM services, propane, and truck amenities such as showers, CAT scales, and parking at select sites.

The company's core technology asset is the Domino Rewards mobile application (available on iOS and Android), an app-based loyalty program that enables customers to earn fuel savings (5¢/gallon per $25 in-store spend, 3¢/gallon per large fountain drink, $1 off 24oz frozen drinks, every 6th coffee free) and stacks with the Shell Fuel Rewards program via shared account credentials. The app also provides store location services. Domino's distribution is purely physical and domestic, with company-owned retail locations supplemented by the wholly-owned Domino Transports, Inc. fuel transportation subsidiary, providing vertical integration in fuel logistics.

Domino's business model is a transaction-fee retail model with two primary revenue streams: fuel sales and in-store merchandise and food service, complemented by a loyalty program that functions as a customer acquisition and retention mechanism. The company operates a horizontal segmentation strategy targeting Oklahoma general consumers (primary) and truck drivers and fleet operators (secondary). Marketing is conducted primarily through the Domino Rewards app, the company website, and email, with the rewards program serving as the principal demand-generation channel. The legal entity is incorporated in Oklahoma, the company is privately held with no funding rounds disclosed, and corporate operations are based in Clinton, OK with a branch office in Oklahoma City.

Name

Domino C-Stores

Legal name

Domino Food and Fuel, Inc.

Website

https://dominocstores.com

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

101–250 employees

Short description

Domino C-Stores is a family-owned Oklahoma convenience store chain operating 22+ locations, offering fuel, prepared food, and convenience merchandise with a mobile loyalty app (Domino Rewards) that integrates with Shell Fuel Rewards.

Ownership category

akta.pro rank

Product category

Convenience Store Retail

NAICS

Gasoline Stations with Convenience Stores (45711), Gasoline Stations with Convenience Stores (457110), Convenience Retailers (445131), Grocery and Convenience Retailers (4451)

SIC

Retail-Convenience Stores (5412), Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Forecourt Convenience Stores (Fuel-Integrated) (CRAHABAB)

akta.pro secondary industries

Traditional Convenience Stores (C-Stores) (CRAHABAA), Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE)

Keywords

• Convenience store retail
• Fuel retail services
• Prepared food service
• Mobile loyalty program
• Truck stop amenities

Headquarters

HQ city

Clinton

HQ country

United States

HQ region

North America

Offices2 records

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. Fuel Sales: Sale of petroleum products including E10 Unleaded, 100% Unleaded, Diesel, Dyed Diesel, and CNG at Domino C-Store locations across Oklahoma. Fuel brands have included Champlain and Gulf historically.
2. In-Store Merchandise and Food Service: Sale of convenience store merchandise, prepared foods, and snacks. Some locations host co-located restaurants (Subway, Papa Johns, Double 6 BBQ) and offer hot food items including breakfast sandwiches, burgers, fried chicken, pizza, and other prepared foods.
3. Domino Rewards Loyalty Program: While the rewards program provides discounts to customers, it serves as a customer acquisition and retention mechanism that drives fuel and merchandise sales volume across the store network.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Domino C-Stores operates a network of 22+ company-owned convenience stores across Oklahoma that sell fuel (E10 Unleaded, 100% Unleaded, Diesel, Dyed Diesel, and CNG), prepared foods, snacks, convenience merchandise, ATM, propane, car wash, and trucker amenities including showers, CAT Scale, and parking. The company supports the network with the Domino Rewards mobile loyalty app that integrates with Shell Fuel Rewards to deliver cents-per-gallon savings and in-store discounts to repeat customers.

Product overview

Domino C-Stores operates as a convenience store chain under the parent company Elmer Smith Oil Company (founded 1955), offering a portfolio of retail fuel and convenience store services. The core product is the Domino C-Stores network (22+ locations across Oklahoma) providing fuel, food service, and convenience amenities. The Domino Rewards app-based loyalty program enables customers to earn fuel discounts and free items, integrating with Shell Fuel Rewards for combined savings. The subsidiary Domino Transports handles fuel distribution. The company also has a corporate office in Clinton, OK and a branch in Oklahoma City, OK.

Differentiator

Problem solved

Functional benefit

Products and services

• Domino C-Stores Retail Network Convenience store and fuel retail service offering E10 Unleaded, 100% Unleaded, Diesel, Dyed Diesel, and CNG fuel, prepared foods including breakfast sandwiches, burgers, fried chicken, and pizza, snacks and convenience merchandise, ATM, propane, car wash, and trucker amenities at select locations. Open to the general public across Oklahoma.
• Domino Rewards Loyalty Program Free app-based loyalty program for individual consumers that awards 5¢/gallon per $25 in-store spend, 3¢/gallon per large fountain drink, $1 off 24 oz frozen drinks, every 6th coffee free, a 25¢/gallon new-registration bonus, and rotating monthly offers. Stacks with Shell Fuel Rewards via credential-based login.
• Domino Transports, Inc. (Fuel Transportation Services) Wholly-owned fuel transportation subsidiary of Elmer Smith Oil Company that handles fuel distribution logistics for the corporate family, including Domino C-Stores. Operates as an adjacent operating subsidiary.

Quantifiable outcome

• 5¢/gallon savings for every $25 spent in stores
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

One partnership is on record.

• Shell Fuel RewardscoreGTM or Marketing PartnerDomino Rewards program stacks with Shell Fuel Rewards, allowing customers to use both loyalty programs together. Users can login to Domino Rewards using existing Fuel Rewards credentials (email and password). This partnership enhances the value proposition for customers by combining savings programs.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• RaceTrac: Private, large-format fuel and convenience store chain operating across the South and Midwest. Direct comparable on fuel-led store formats, foodservice, and customer experience focus; sizing benchmark for multi-state regional expansion.
• Pilot Travel Centers: Major U.S. travel center chain with overlapping trucker amenities, multi-grade fuel, and c-store merchandise. Comparable on the highway-corridor format and fleet-customer focus.
• QuikTrip: Tulsa-based private convenience store and fuel chain with deep Oklahoma presence and similar high-quality prepared-food offering. Closely aligned in business model (private, fuel-integrated, foodservice-forward) and overlapping customer base in Oklahoma and adjacent states.
• Love's Travel Stops & Country Stores: Oklahoma-headquartered travel stop and c-store operator with truck parking, showers, DEF, and multi-grade fuel. Closely comparable on the trucker-segment offering and Oklahoma presence, though at much larger scale.
• Maverik (formerly Kum & Go): Regional fuel+c-store chain headquartered in the western U.S. with a similar sized-format, foodservice-oriented convenience store model. Comparable on operational playbook and unit economics benchmarking.
• Casey's General Stores: Large publicly-traded convenience store chain with a similar fuel + prepared food + c-store model. Comparable on category and unit economics, though at materially greater scale (roughly 2,900 stores, mostly Midwest). Comparable as a benchmark for unit economics and prepared-foods penetration.
• OnCue: Oklahoma-based convenience store and fuel operator with a similar regional focus on fuel + prepared foods + c-store. Most directly comparable peer given overlapping geography, fuel-integrated store format, and similar size bracket.
• Kwik Shop: Regional convenience store chain owned by ARKO Corp operating in the Midwest. Comparable on regional fuel+c-store format and similar size bracket, providing a benchmark for unit-level operating economics.

Broad incumbents

• Murphy USA: Large publicly-traded fuel-led convenience retailer with Walmart-adjacent small-box format. Comparable on the fuel-first convenience store model with limited foodservice, providing a benchmark for lower-friction unit-level economics.
• 7-Eleven: Largest U.S. convenience store chain with overlapping fuel and c-store offering. Operates in Oklahoma through corporate and franchise locations; represents the large-incumbent benchmark for fuel retail strategy and category mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/dominocstores
• Facebookfacebook.com/dominocstores

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 Domino C-Stores