Miller’s

What Miller’s does

Miller's is a family-founded convenience store chain operating more than 30 roadside retail locations across Virginia. Founded in 1977 and headquartered in Norfolk, the company is owned and operated by Alliance Energy LLC, a subsidiary of Global Partners LP (NYSE: GLP), and operates alongside sister c-store brands including Alltown, Alltown Fresh, XtraMart, Jiffy Mart, Mr. Mike's, and Honey Farms Market. Miller's serves individual consumers, commuters, and local Virginia communities, with fuel, food, coffee, car wash services, and convenience retail products as its core offering; the company describes its customer base as "millions of customers" for whom Miller's is a daily habit.

The company's primary technology layer is the Bee's Knees Benefits loyalty program, a free mobile application distributed via Apple App Store and Google Play that enables members to earn and redeem rewards across food, coffee, fuel, and car wash purchases. The app supports order-ahead, mobile payment, reward tracking, and biometric authentication (Face ID/Touch ID), with location services powered by Google Maps. Marketing is multi-channel, spanning Instagram, Facebook, email, SMS (short code 273757), and community sponsorship/donation programs through Global for Good. Miller's relies on third-party app distribution platforms rather than proprietary AI/ML systems, and there is no disclosed API or SDK surface.

Revenue is generated through transaction-based streams: in-store retail product sales, fuel/gasoline sales, car wash services, and loyalty-driven repeat purchases. Pricing is not publicly disclosed at the product level, and the loyalty program itself is freemium (free to join, with pay-as-you-go rewards accrual). The go-to-market motion is direct-to-consumer through physical storefronts, with marketing emphasizing local community presence, convenience, affordable coffee, and fuel services. Geographic scope is single-country/domestic, restricted to Virginia.

Name

Miller’s

Legal name

Alliance Energy LLC

Website

https://gotomillers.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

251–500 employees

Short description

Miller's is a family-founded Virginia convenience store chain operating 30+ roadside retail locations, offering fuel, food, coffee, and car wash services to individual consumers and commuters via the Bee's Knees Benefits mobile loyalty program.

Ownership category

akta.pro rank

Product category

Convenience Store Retail

NAICS

Convenience Retailers (445131), Gasoline Stations with Convenience Stores (45711)

SIC

Retail-Convenience Stores (5412)

akta.pro primary industry

Traditional Convenience Stores (Alcohol/Tobacco-led) (CRANAJAA)

Keywords

• Convenience store retail
• Fuel and gasoline sales
• Car wash services
• Loyalty rewards program
• Grab-and-go food service

Headquarters

HQ city

Norfolk

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: In-store sales of convenience items including food, snacks, beverages, and coffee at affordable prices.
2. Fuel Sales: Fuel/gasoline sales at convenience store locations, a core revenue stream for the chain.
3. Car Wash Services: Car wash services offered at select locations, generating revenue from vehicle cleaning services.
4. Loyalty Program Engagement: The Bee's Knees Benefits loyalty program drives customer retention and increased purchase frequency across all product categories.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Miller's operates more than 30 family-founded convenience store locations across Virginia, selling fuel, food, coffee, snacks, and convenience retail items, supplemented by car wash services at select sites. The company drives repeat traffic through its free Bee's Knees Benefits loyalty program, which enables members to earn and redeem rewards on food, coffee, fuel, and other purchases via a mobile app.

Product overview

Miller's operates as a multi-service convenience store brand with over 30 locations across Virginia. The core offering consists of convenience retail stores providing fuel, food, coffee, and car wash services. Miller's product portfolio centers on its convenience store operations supplemented by the Bee's Knees Benefits loyalty program, which enables customers to earn and redeem rewards across food, coffee, and fuel purchases. The company is part of the Global Partners LP family of convenience store brands, which includes sister brands such as Alltown, XtraMart, T-Bird Mini-Marts, Jiffy Mart, Mr. Mike's, and Honey Farms Market.

Differentiator

Problem solved

Functional benefit

Brands

• Bee's Knees Benefits: Free loyalty program offering members the opportunity to earn and redeem rewards on food, coffee, fuel and much more.

Products and services

• Miller's Convenience Stores
• Bee's Knees Benefits Loyalty Program
• Car Wash Services
• Fuel Sales

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

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Global Partners LPcoreOthersMiller's is owned and operated by Global Partners LP and its operating subsidiaries (Alliance Energy LLC, Global Montello Group Corp., Drake Petroleum Company, Inc., Warex Terminals Corporation, Global Companies LLC). Global provides corporate infrastructure, privacy policies, terms of service, and operational support for all retail locations.
• Google PlayminorChannel Partner/ Reseller/ DistributorMobile application distribution platform for Android devices hosting the Bee's Knees Benefits app.
• AlltownminorOthersRelated convenience store brand under Global Partners LP network, sharing same parent company and operational infrastructure.
• Alltown FreshminorOthersRelated convenience store brand under Global Partners LP network focusing on fresh food offerings.
• Honey Farms MarketminorOthersRelated convenience store brand under Global Partners LP network with Honey Money loyalty program.
• Jiffy MartminorOthersRelated convenience store brand under Global Partners LP network with Jiffy Mart Rewards loyalty program.

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Sheetz: Sheetz is a family-owned Mid-Atlantic convenience chain with deep Virginia presence. Like Miller's, Sheetz combines fuel with made-to-order food, coffee, and a proprietary loyalty/rewards program targeting similar commuters and travelers.
• Wawa: Wawa is a privately held Mid-Atlantic convenience store chain with an expanding Virginia footprint. It is the most direct comparable to Miller's in terms of fuel-plus-prepared-food offering, mobile ordering, and loyalty engagement in the same regional market.
• Murphy USA: Murphy USA is a publicly traded convenience and fuel retailer with 1,750+ stores, predominantly Walmart-adjacent. It competes with Miller's on the fuel-led convenience model and offers a comparable mix of in-store snacks, beverages, and loyalty rewards.
• ARKO Corp (GPM Investments): ARKO Corp is a publicly traded multi-brand convenience store and fuel marketer operating 1,400+ sites under several regional banners. Its portfolio model — owning and operating multiple regional c-store brands under shared corporate infrastructure — is the closest publicly traded analog to Miller's position within Global Partners LP.
• Royal Farms: Royal Farms is a Mid-Atlantic convenience and fuel chain headquartered in Baltimore, competing directly with Miller's across Virginia and Maryland with a similar mix of fresh food, coffee, fuel, and car wash.

Broad incumbents

• QuikTrip: QuikTrip is a privately held, multi-state convenience and fuel chain known for clean stores, fresh food, and strong employee culture. It is comparable to Miller's in store-format strategy and customer experience investments, though operating in different regional geographies.
• RaceTrac: RaceTrac is a large U.S. family-owned convenience and fuel chain with growing presence across the Southeast, including Virginia. It overlaps with Miller's on fuel-led retail, fresh food expansion, and in-store service quality investments.
• 7-Eleven: 7-Eleven is the largest U.S. convenience chain, operating thousands of franchised and corporate stores nationwide including in Virginia. It competes with Miller's on fuel, snacks, beverages, and its own 7Rewards loyalty program, but at vastly greater scale and as part of a broader national portfolio.
• EG Group: EG Group is a privately held, PE-backed global convenience and fuel retailer with significant U.S. operations including Cumberland Farms. It competes with Miller's on fuel, foodservice, and loyalty while operating as a large multi-brand consolidator.
• Circle K (Alimentation Couche-Tard): Circle K is the U.S. banner of Alimentation Couche-Tard, one of the largest global convenience and fuel operators. It competes with Miller's across Virginia on fuel, foodservice, and loyalty, but as part of a globally diversified portfolio rather than a regional specialist.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/gotomillers
• LinkedInlinkedin.com/company/miller-oil-co
• Instagraminstagram.com/beeskneesbenefits
• Xx.com/gotomillers

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 Miller’s