What Weigels Inc. does

Weigel's is a family-owned regional convenience store chain headquartered in Powell, Tennessee, operating 83+ stores across East Tennessee since 1931. The company serves general consumers with fuel, prepared foods, bakery items, dairy, branded private-label products (Elite Protein Milk, Dippin' Chicken), and a branded car wash concept (Weigel's Auto Spa). The technology stack is centered on the MyWeigel's Rewards loyalty platform, which integrates in-store purchases, fuel discounts, and car wash subscriptions, and is supported by a private-label debit program (MyWeigel's Pay) managed by ZipLine.

The platform architecture combines several third-party integrations: PDI Technologies provides the API connecting the Auto Spa subscription system with the loyalty platform, Blings delivers Spotify Wrapped-style personalized member recaps, My InStore Radio provides behavior-aware in-store audio programming, and DoorDash extends loyalty into third-party delivery. Weigel's has also built a proprietary retail media network, Milk Crate Media, which monetizes in-store audio as a commerce-driven advertising channel for vendor partners. The mobile app supports check-in challenges (Streaks) and a digital gaming collection that drove over 1 million plays in three months.

The business model combines transaction-based revenue from fuel and in-store merchandise, recurring subscription revenue from monthly car wash memberships (nearly 1,000 subscribers in the first six weeks at the initial Auto Spa location), and advertising revenue through Milk Crate Media. Pricing follows a freemium loyalty framework with points-based rewards (20 points per $1, 10 points per gallon) and a debit-linked instant fuel discount of up to 10 cents per gallon. Customer concentration is broad-based across East Tennessee consumers, with a horizontal segmentation approach and no disclosed enterprise customer dependency.

Name

Weigels Inc.

Legal name

Weigel Stores, Inc.

Website

https://weigels.com

Company type

Private

Founded year

1931

Operating status

Operating

Headcount range

251–500 employees

Short description

Weigel's is a family-owned East Tennessee convenience store chain operating 83+ stores since 1931, serving general consumers with fuel, foodservice, branded products, and car wash subscriptions via its integrated MyWeigel's Rewards loyalty and Milk Crate Media platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Powell

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. In-Store Retail Sales: Sales of convenience store merchandise including snacks, beverages, prepared foods, bakery items, dairy, frozen drinks, and hot drinks. Customers earn loyalty points on all purchases.
2. Fuel Sales: Gasoline and diesel sales at fuel pumps. Customers with MyWeigel's Rewards can save up to 10 cents per gallon. Points earned on gallons pumped.
3. Auto Spa Car Wash Subscriptions: Monthly subscription car wash service under Weigel's Auto Spa brand. Nearly 1,000 monthly subscribers sold in first six weeks at initial location. Over 50% of washes rewarded through loyalty program.
4. Retail Media Advertising: Milk Crate Retail Media network provides advertising opportunities for brands within Weigel's stores, including in-store audio advertising through My InStore Radio partnership.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Weigel's operates a regional convenience store chain selling fuel, in-store convenience merchandise, bakery, dairy, fresh foods, frozen drinks, hot drinks, and proprietary private-label products such as Elite Protein Milk and Dippin' Chicken across 83+ retail locations in East Tennessee. It also operates a fuel/fleet card program for business customers, the MyWeigel's Rewards loyalty ecosystem, MyWeigel's Pay debit payment service, and the Weigel's Auto Spa branded car wash subscription concept.

Product overview

Weigel's is an 83-store regional convenience store chain headquartered in Powell, Tennessee, serving East Tennessee since 1931. The company operates a diversified portfolio combining retail fuel, foodservice, and proprietary branded products with technology-enabled loyalty and payment services. Core offerings center on MyWeigel's Rewards loyalty program (points-earning, personalized messaging, member deals), MyWeigel's Pay debit payment service, and Weigel's Auto Spa car wash subscriptions — all integrated via PDI Technologies and ZipLine APIs. Additional services include Fleet Card management, DoorDash delivery integration, and the proprietary Milk Crate Retail Media audio advertising network. The company also offers private-label products including Elite Protein Milk, Dippin' Chicken, and bakery/dairy items across its store network.

Differentiator

Problem solved

Functional benefit

Brands

• MyWeigel's Rewards: Loyalty rewards program allowing customers to earn points on purchases, redeemable for fuel discounts, free items, and other rewards.
• MyWeigel's Pay
• Weigel's Auto Spa
• Milk Crate Media

Products and services

• Weigel's Convenience Stores 83+ convenience retail locations in East Tennessee selling fuel, snacks, beverages, prepared foods (Dippin' Chicken), bakery items, dairy (Elite Protein Milk), frozen drinks, and hot drinks to everyday consumers.
• MyWeigel's Rewards Loyalty Program Loyalty rewards program for Weigel's customers that earns points on in-store and fuel purchases redeemable for free items, fuel savings, and exclusive member offers.
• MyWeigel's Pay (Private-Label Debit) Private-label debit card program linking customers' checking accounts to MyWeigel's Rewards for in-store and pump payments with instant up-to-10-cent-per-gallon fuel discounts, processed via ZipLine.
• Weigel's Auto Spa Car Wash Subscription Monthly-subscription branded car wash service featuring themed visuals and the Ellie the Cow mascot, integrated into the MyWeigel's Rewards loyalty platform.
• Weigel's Fleet Card Fleet fueling card program for businesses that guarantees funds are used only for fuel expenditures, includes fleet management tools and dedicated account support for controlling fuel costs.
• Milk Crate Retail Media Network Owned retail media network offering vendor partners curated in-store audio advertising placements, with programming customized by store, time of day, and shopper behavior.
• Weigel's Elite Protein Milk Award-winning private-label high-protein milk available in Weigel's stores, typically promoted through MyWeigel's Rewards in 2-for-$5 deals.
• Dippin' Chicken (Hot Foodservice Item) Signature hot foodservice item featured monthly at Weigel's locations as part of the prepared-foods lineup.

Quantifiable outcome

• 66% year-over-year increase in Gen Z app engagement from 'Streaks' check-in challenge
• +3 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability4 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core.

• BlingscoreTechnology or Integration · 14 May 2026Weigel's partnered with Blings and PDI Technologies to enhance personalization capabilities within its MyWeigel's Rewards loyalty ecosystem. The new initiative replaces traditional loyalty communications with individualized digital recaps providing members with personalized insights such as points earned, rewards redeemed, visit frequency, fuel savings, and other activity metrics styled similarly to Spotify Wrapped summaries.
• DoorDashcoreGTM or Marketing Partner · 7 March 2026Weigel's integrated its loyalty program with DoorDash's third-party loyalty program integrations. This partnership allows DoorDash users to earn and redeem Weigel's loyalty rewards when ordering delivery, extending Weigel's reach beyond physical stores into the delivery ecosystem.
• My InStore RadiocoreTechnology or Integration · 13 February 2026Weigel's partnered with My InStore Radio, a Billund, Denmark-based in-store media company, to enhance in-store audio as part of its Milk Crate Media retail media network. The collaboration integrates customized audio programming aligned with store environment, time of day, and guest behavior while creating a brand-safe advertising environment for vendor partners.
• PDI TechnologiescoreTechnology or Integration · 6 February 2026Weigel's manually integrated its Auto Spa car wash subscription system with the MyWeigel's Rewards loyalty platform through an API certification with PDI Technologies. This integration enables tracking and rewarding of car wash transactions through the loyalty program, with over 50% of washes now rewarded through the loyalty system.
• ZipLinecoreTechnology or IntegrationZipLine manages MyWeigel's Pay/Debit card program, providing secure private label debit processing. The partnership enables customers to link their checking accounts to their rewards card for instant fuel discounts up to 10 cents per gallon, with state-of-the-art security and fraud protection.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sheetz: Sheetz is a large, privately held regional convenience store chain based in Pennsylvania with hundreds of locations across the Mid-Atlantic. Like Weigel's, Sheetz is family-owned, operates proprietary foodservice and made-to-order kitchens, and has invested heavily in technology and loyalty to differentiate from national chains. Both compete on brand affinity, store-level food quality, and integrated digital experiences rather than on price alone.
• Wawa: Wawa is a privately held regional convenience store chain headquartered in Pennsylvania with a strong footprint across the Mid-Atlantic and Florida. Wawa is widely regarded as the benchmark for private/regional c-store food quality, brand loyalty, and store experience — directly comparable to what Weigel's is attempting to replicate at smaller scale in East Tennessee with bakery, Dippin' Chicken, and Elite Protein Milk.
• QuikTrip: QuikTrip is a privately held regional convenience store chain operating across the Midwest, South, and Southeast. It is comparable to Weigel's as a privately held, multi-state regional c-store operator known for store cleanliness, strong private-label foodservice, and disciplined real estate strategy. Its expanding footprint into Tennessee and surrounding states directly overlaps Weigel's competitive geography.
• Casey's General Stores: Casey's is a publicly traded convenience store chain operating more than 2,900 stores across the Midwest and South. As a publicly traded peer, Casey's offers a useful benchmark for store-level economics, private-label foodservice (pizza, donuts), and fuel-retail strategy. The geographic adjacency of Casey's expansion into Tennessee makes it a direct competitor for new sites and supplier contracts.
• Royal Farms: Royal Farms is a privately held, family-owned regional convenience store chain based in Maryland with stores across the Mid-Atlantic and Southeast. Comparable to Weigel's as a regional, family-operated chain emphasizing fresh foodservice (chicken, prepared foods), strong brand loyalty, and integrated fuel + convenience offerings. Royal Farms' expansion trajectory offers a parallel playbook for organic, non-PE-backed regional growth.
• Kwik Trip: Kwik Trip is a large, privately held regional convenience store and fuel chain operating across the Midwest and Upper Midwest. It is comparable to Weigel's as a privately held, vertically integrated c-store operator known for in-store bakery, dairy processing, private-label products, and strong regional brand affinity. Kwik Trip demonstrates the kind of operational and brand depth a regional chain can achieve without external capital.
• RaceTrac: RaceTrac is a privately held regional convenience store and fuel chain headquartered in Atlanta with operations across the Southeast, including Tennessee. RaceTrac directly overlaps Weigel's geographic footprint and competes for similar real estate, fuel supply, and consumer trips. Its larger scale and recent technology investments provide a useful comparison for Weigel's Milk Crate Media and loyalty roadmap.
• Maverik: Maverik is a privately held, family-controlled regional convenience store and fuel chain operating across the Western U.S. and recently expanded through the Kum & Go acquisition. Comparable to Weigel's as a family-owned regional chain investing in proprietary loyalty, foodservice differentiation, and branded experiences, and as a privately held operator with potential institutional capital events that could set comparable valuation benchmarks for Weigel's.

Broad incumbents

• 7-Eleven: 7-Eleven, owned by Seven & i Holdings, is the largest convenience store chain in the world with operations across the U.S., including Tennessee. As a broad incumbent, 7-Eleven competes with Weigel's on fuel, beverages, snacks, and now increasingly on loyalty (7Rewards) and delivery — but it does not focus on the community-rooted, single-region positioning that defines Weigel's brand.
• ARKO Corp: ARKO Corp (GPM Investments) is a publicly traded convenience store and fuel distributor that owns and operates over 1,400 stores across 30+ states, including regional banners in the Southeast. ARKO is comparable as a multi-banner c-store consolidator competing for the same regional fuel volumes, supplier contracts, and retail media opportunities as Weigel's, though at substantially greater scale and through acquisition rather than organic growth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/weigelsstores
• YouTubeyoutube.com/user/WeigelStores
• Facebookfacebook.com/weigelsconveniencestores
• Instagraminstagram.com/weigelsstores

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 Weigels Inc.