Lassus Handy Dandy

What Lassus Handy Dandy does

Lassus Handy Dandy (legal entity: Lassus Bros. Oil, Inc.) is a fourth-generation, family-owned convenience store and fuel retailer founded in 1925 in Fort Wayne, Indiana. The company operates 35 retail locations across Northeast Indiana and Northwest Ohio, selling gasoline (including E85 Flex Fuel, Regular 88/E15, 91 Octane, Diesel, Kerosene, and Recreational Fuel) alongside convenience store merchandise. The company owns two proprietary food sub-brands: Elmo's Pizza & Subs (operating in 15 locations with online ordering) and Higher Grounds coffee, differentiating its food service from generic convenience store offerings. Lassus is vertically integrated through a 2-million-gallon fuel storage facility in Huntington, Indiana, and operates a wholesale fuel dealer network extending beyond its owned retail footprint.

The company's digital ecosystem centers on LASSUSGO Rewards (free loyalty program offering 20 points per dollar, redeemable up to $1 off per gallon), the LASSUSGO Debit + Rewards card (processed by ZipLine, providing instant 7¢ per gallon discount and same-day price protection), a proprietary iOS/Android mobile app, and Lassus Mobile Pay (pay-at-pump functionality). Additional product lines include personal and commercial credit cards (5¢ per gallon discount), gift cards, SCRIP fundraising cards for 501(c)(3) organizations, automated car wash services, and sweepstakes promotions. The Lassus Foundation, funded by a percentage of corporate profits, runs community giving programs (Love Thy Neighbor, Be A Blessing) that generated over $100,000 to 75+ charities in 2023.

Lassus generates revenue through per-gallon fuel margins, convenience store merchandise sales, food service transactions, interchange and transaction fees from its branded debit and credit card programs, and wholesale fuel distribution. The customer base is primarily individual consumers and commuters, with a secondary segment of commercial fleet operators using commercial credit cards for fuel expense management. The company employs 101-250 people and is led by CEO and Chairman Jon F. Lassus (third generation) alongside fourth-generation family executives Todd, Jon R., and Greg Lassus.

Name

Lassus Handy Dandy

Legal name

Lassus Bros. Oil, Inc.

Website

https://lassus.com

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

101–250 employees

Short description

Lassus Handy Dandy is a fourth-generation, family-owned convenience store and fuel retailer operating 35+ locations across Northeast Indiana and Northwest Ohio, offering quality fuels, proprietary food brands (Elmo's Pizza & Subs, Higher Grounds), and a digital loyalty ecosystem (LASSUSGO Rewards, mobile app, debit card) serving individual consumers and commercial fleet operators.

Ownership category

akta.pro rank

Product category

Convenience Store and Fuel Retail

NAICS

Gasoline Stations with Convenience Stores (45711)

SIC

Retail-Convenience Stores (5412)

akta.pro primary industry

Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE)

akta.pro secondary industry

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

Keywords

• Convenience store retail
• Fuel retail services
• Loyalty rewards program
• Gasoline distribution
• Quick service food

Headquarters

HQ city

Fort Wayne

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, Marketing or Sales, Technology or R&D

Revenue model

1. Fuel Sales: Sale of gasoline and diesel fuels including Regular 88 (E-15), E-85 Flex Fuel, 91 Octane, Diesel, Kerosene, and Recreational Fuel. Revenue generated from per-gallon fuel sales with volume-based transactions.
2. Convenience Store Merchandise: Sale of snacks, beverages, cigarettes, lottery tickets, and general merchandise from convenience store locations.
3. Elmo's Pizza & Subs: Proprietary pizza and sub sandwich chain with locations inside Lassus stores. Offers pizza, subs, wraps, salads, sausage rolls, and breakfast sandwiches for carryout and eat-in options.
4. Higher Grounds Coffee: Proprietary coffee and beverage brand offering premium drip coffee, milkshakes, and frappes at select store locations.
5. Gift Cards: Sale of gift cards usable for fuel, food, beverages, snacks, Elmo's, Higher Grounds, and lottery purchases. Cards sold at all store locations.
6. LASSUSGO Debit + Rewards Program: Debit card program linked to customer checking accounts that generates revenue through transaction processing fees while providing fuel discounts to customers.
7. Lassus Credit Cards: Personal and commercial credit cards providing fuel discounts (5¢ off per gallon) with no monthly or annual fees. Generates revenue through interchange and transaction fees.
8. Scrip Cards: Bulk gift card sales to churches, parochial schools, and 501(c)(3) organizations offering at least 4% savings on bulk purchases for fundraising purposes.
9. Wholesale Fuel Distribution: Former BP Oil gasoline distributor (1990s-2007) and current independent wholesale fuel distribution including Diesel, heavy commercial-grade oil, and wholesale gasoline through dealer network.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

Lassus Handy Dandy operates company-owned convenience stores that sell gasoline and diesel fuels alongside snacks, beverages, lottery, and general merchandise. Proprietary in-store food brands include Elmo's Pizza & Subs and Higher Grounds coffee, and the company layers a digital LASSUSGO Rewards loyalty program, a debit-based rewards card, a credit card, and mobile pay-at-pump on top of its retail footprint. The business also runs wholesale fuel distribution and community fundraising programs supported by the Lassus Foundation.

Product overview

Lassus Handy Dandy operates as a convenience store chain and fuel retailer with a multi-product ecosystem combining physical retail with digital loyalty programs. The core offering centers on 35 convenience store locations across Northeast Indiana and Northwest Ohio, offering quality fuels (including E85, Regular 88/E15, and Recreational Fuel) alongside proprietary food brands (Elmo's Pizza & Subs and Higher Grounds coffee). The digital layer consists of LASSUSGO Rewards loyalty program and LASSUSGO Debit + Rewards card, accessible through the Lassus mobile app and Mobile Pay feature, enabling customers to earn points on purchases and save 7¢ to $1 per gallon on fuel. Additional products include gift cards, fuel cards, credit cards, car wash services, and community fundraising programs. The company (Lassus Bros. Oil, Inc.) maintains fourth-generation family ownership since founding in 1925.

Differentiator

Problem solved

Functional benefit

Brands

• Elmo's Pizza & Subs: Premium pizza and sub sandwich chain named after Elmer Lassus, also known as 'Big Moe' to family and friends in the 1920s. Located in 15 convenient locations across Northeast Indiana & Northwest Ohio.
• Higher Grounds
• LASSUSGO Rewards
• LASSUSGO Debit + Rewards

Products and services

• LASSUSGO Rewards Free loyalty program offering 20 points per dollar spent on eligible in-store purchases, with every 500 points converting to 5¢ off per gallon of fuel and rewards stacking up to $1 off per gallon. Includes sweepstakes entries and bonus rewards for birthdays and anniversaries.
• LASSUSGO Debit + Rewards Card Debit card linked to customer's checking account that provides an instant 7¢ per gallon fuel discount on every fill-up (first 25 gallons per transaction), daily price protection, and 20 points per dollar on in-store purchases with rewards up to $1 off per gallon. Processed by ZipLine with firewall, encryption, PIN protection, and fraud monitoring.
• Lassus Mobile Pay In-app fuel payment feature allowing customers to pay at the pump directly from their mobile device, saving 7¢ per gallon on every fill-up.
• Elmo's Pizza & Subs Proprietary pizza and sub sandwich chain offering pizza, subs, toasted subs, wraps, salads, sausage rolls, and breakfast sandwiches at approximately 15 locations across Northeast Indiana and Northwest Ohio, with online ordering available at select stores.
• Higher Grounds Coffee Proprietary coffee and beverage brand offering premium drip coffee, hand-crafted milkshakes, and frappes at select Lassus store locations.
• Quality Fuels Fuel product line including E85 Flex Fuel, Regular 88 (E-15/R88), 91 Octane, Diesel, Kerosene, and Recreational Fuel for small engines, boats, and ATVs. Fuels exceed EPA standards with higher detergent additives to reduce carbon deposits and improve engine efficiency.
• Lassus Gift Card Stored value gift card usable for all purchases including fuel, beverages, snacks, Elmo's, Higher Grounds, and lottery at any Lassus location. Sold at all store locations.
• Lassus Fuel Card Gift card specifically designed for giving the gift of fuel; can be purchased at any Lassus location.
• Lassus Credit Card Personal or commercial credit card offering 5¢ off per gallon on gas purchases at Lassus locations with no monthly or annual fees. Commercial cards include enhanced security with unique PINs, automatic tax accounting, and monthly reporting by driver, vehicle, and department.
• SCRIP Card Bulk gift card fundraising program for churches, parochial schools, and 501(c)(3) organizations providing at least 4% savings on bulk gift card purchases.
• Car Wash Services Automated and manual car wash facilities at select locations offering Supreme Wash (20¢ per gallon fuel savings with purchase), Best Wash (10¢ savings), and Better Wash (5¢ savings) options.
• Lassus Mobile App Mobile application for iOS and Android providing rewards tracking, mobile pay-at-pump, exclusive app-only deals, store locator, online ordering for Elmo's, and access to Lassus Mobile Pay.

Quantifiable outcome

• 7¢ per gallon instant discount with LASSUSGO Debit + Rewards card
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

22 partnerships are on record, tiered minor and core.

• SubwayminorChannel Partner/ Reseller/ DistributorSubway franchise locations operate inside select Lassus convenience stores, including Store #42 at 7405 Maplecrest Rd., Fort Wayne. Subway provides quick-service restaurant offerings within the convenience store environment.
• Wendy'sminorChannel Partner/ Reseller/ DistributorWendy's franchise location operates inside Lassus Store #37 at 1610 Northland Blvd., Fort Wayne, providing fast food options at the convenience store location.
• ZipLinecoreTechnology or IntegrationZipLine is the private label debit processor for the LASSUSGO Debit + Rewards card. Provides state-of-the-art firewall, encryption, PIN protection, and fraud monitoring services for the loyalty debit program.
• Bellaire Studio, LLCminorOthersBellaire Studio, LLC developed the Lassus corporate website (bellairestudio.com).
• Fort Wayne Children's ZoocoreStrategic or Co-development PartnerAnnual fundraising partner. Raised $100,000 in 2024 and $70,000 (plus $10,000 from Lassus family) in 2025 for the Fort Wayne Children's Zoo through customer donations and store fundraisers.
• Associated Churches of Fort Wayne and Allen CountycoreStrategic or Co-development PartnerPrimary Be A Blessing campaign beneficiary. Fort Wayne stores raised over $33,000 in 2023 and over $38,400 in 2024 for Associated Churches programs including Journey Beside Mothers and A Baby's Closet.
• Blessings in a BackpackcoreStrategic or Co-development PartnerCharitable partner receiving funds from Be A Blessing campaign. Huntington and Roanoke stores collectively raised over $8,600 in 2024; Fort Wayne stores raised over $34,000 in 2025 for school lunch assistance.
• Junior Achievement Northwest IndianaminorStrategic or Co-development PartnerEducation-focused nonprofit partner in Lassus Foundation giving and community action programs supporting youth entrepreneurship and education.
• A Mother's HopeminorStrategic or Co-development PartnerWomen's shelter organization serving pregnant women experiencing homelessness. Lassus raised $61,500 in 2023 for their home repair project.
• Big Brothers Big SistersminorStrategic or Co-development PartnerYouth mentorship organization partner in Lassus Foundation charitable giving programs.
• University of St. FrancisminorStrategic or Co-development PartnerEducation partner receiving annual scholarship funding from the Lassus Foundation.
• Women's Care CenterminorStrategic or Co-development PartnerWomen's services nonprofit partner in community giving and support programs.
• Catholic CharitiesminorStrategic or Co-development PartnerFaith-based social services organization partner in community charitable programs.
• Mad Anthony Children's FoundationminorStrategic or Co-development PartnerChildren's services nonprofit partner in Lassus Foundation charitable giving initiatives.
• Crosswinds School CounselingminorStrategic or Co-development PartnerSchool counseling services partner in community action programs.
• Community HarvestminorStrategic or Co-development PartnerFood bank and hunger relief organization partner in community giving programs.
• Shop with a Cop ProgramsminorStrategic or Co-development PartnerVarious local police department partnerships including Montpelier Ohio Police Department and Churubusco programs, raising funds for Shop with a Cop initiatives in 2023-2024.
• Wawasee Community SchoolsminorStrategic or Co-development PartnerLocal school district partner. Leesburg store raised over $6,800 in 2023 and over $5,000 in 2024 for unpaid lunch fund assistance.
• Roanoke Lions ClubminorStrategic or Co-development PartnerService organization partner. Roanoke store raised over $4,000 in 2025 for community support initiatives.
• Boys and Girls ClubminorStrategic or Co-development PartnerYouth development organization partner. Goshen store raised over $3,000 in 2025.
• Community Foundation of Whitley CountyminorStrategic or Co-development PartnerCommunity foundation partner. Columbia City store raised over $1,600 in 2025 for rent, utility, and food assistance.
• Zacher Co.minorOthersReal estate brokerage listing available properties for sale and lease by Lassus Bros. on their listings platform (zacherco.com).

Scale indicators12 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Wawa: Privately-held convenience and fuel retailer with ~1,000+ locations along the East Coast and recently expanding into Midwest markets. Closely comparable model with proprietary food (hoagies, coffee), loyalty program, mobile pay, and fuel sales—representing a direct competitive threat.
• Sheetz: Large privately-held convenience chain operating ~700 locations across six Mid-Atlantic and Midwest states. Comparable in made-to-order proprietary food (Sheetz Kitchen), loyalty program (MySheetz Card), mobile pay, and fuel-integrated c-store model—though at much greater scale.
• Country Fair: Family-owned regional convenience store and fuel retailer headquartered in Pennsylvania with ~80 locations. Directly comparable in family ownership structure, regional concentration, and integrated fuel + c-store + proprietary food (Country Fair Coffee) model.
• Rutter's: Family-owned regional convenience store and fuel chain operating ~80 locations across Pennsylvania, Maryland, and West Virginia. Closely comparable to Lassus in business model (fuel + proprietary food brand 'Rutter's Farm Store' + loyalty program) and family-owned heritage, but at larger scale.

Others

• BP: Former fuel supplier and brand partner to Lassus from the 1990s until 2007. Relevant as a wholesale fuel supplier and as a benchmark for branded forecourt convenience retail strategy (BP's ampm and ARCO formats), though operating at vastly different scale and as an energy major.

Broad incumbents

• QuikTrip: Privately-held convenience and fuel retailer with ~1,000 locations across 17 states concentrated in the Midwest, South, and Southeast. Comparable integrated fuel + c-store model with proprietary prepared food and freshly brewed coffee—relevant Midwest competitive overlap.
• RaceTrac: Family-owned convenience and fuel retailer operating ~750 locations across the South, Southeast, and Midwest. Comparable business model (fuel + c-store + proprietary food) and family-ownership heritage, though serving different geographies with potential Midwest expansion overlap.
• Kwik Trip: Privately-held convenience and fuel chain operating ~850+ locations across Wisconsin, Minnesota, Iowa, Illinois, Michigan, and South Dakota. Comparable Midwest-focused integrated fuel + c-store + proprietary food (Kwik Star Kitchen) model and family-owned/employee-owned structure.
• Casey's General Stores: Public company (NASDAQ: CASY) operating ~2,900 c-store and fuel locations across 17 Midwest and Southern states. Highly comparable footprint (Midwest concentration) and integrated fuel + c-store + proprietary food (Casey's Kitchen) model, but at vastly larger scale and with public capital access.
• Pilot Flying J: Largest operator of travel centers and fuel retail in North America with ~875 locations across the U.S. and Canada. Comparable fuel + c-store + proprietary food (PJ Fresh) + loyalty program model, particularly relevant given Lassus's wholesale fuel distribution and commercial fleet card offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/LassusHD
• Facebookfacebook.com/LassusHD
• Instagraminstagram.com/lassushandydandy
• LinkedInlinkedin.com/company/lassus-handy-dandy

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Lassus Handy Dandy