Holiday Oil

What Holiday Oil does

Holiday Oil is a privately held, family-owned convenience store and fuel retailer founded in 1964 by Jerry Wagstaff as Wagstaff Oil Company and headquartered in Draper, Utah. The company operates 75-76 gas station and convenience store locations concentrated along Utah's Wasatch Front, supported by 1,000+ employees, and has remained under continuous Wagstaff family ownership into its second generation of leadership.

The company's core offering is Top Tier fuel sales combined with convenience retail (snacks, beverages, prepared foods including Nathan's hot dogs, pizza, calzones, and cookies) and 55+ car wash locations. Layered on this physical retail footprint is a portfolio of digital customer programs: the MyHoliday mobile loyalty program (2 points per dollar in-store, 5¢/gallon daily discount), the MyRed ACH-linked debit fuel card (5¢/gallon), the MyFleet three-tier B2B fleet card, the Splash Pass car wash subscription ($20-28/month), and the AFS Grocery Rewards partnership program with seven regional Utah grocery chains offering 10¢/gallon per $100 spent cross-promotional discounts. A iOS/Android mobile app integrates loyalty, fuel pricing, location services, and in-app purchases.

Holiday Oil's business model combines transaction-based fuel and in-store retail revenue with recurring subscription revenue from car wash passes and loyalty engagement. Go-to-market is primarily direct-to-consumer retail with a secondary B2B fleet channel, supported by a multi-channel marketing approach combining mobile app, social media, email/SMS, community outreach programs (Communities Start Here, Fueling Families, Sub For Santa), and referral partnerships with regional grocery chains. Mike Wagstaff serves as CEO and Chairman as of January 2026, with James Peterson as President and a newly expanded executive team including General Counsel, CHRO, Chief of Staff, and Director of Marketing.

Name

Holiday Oil

Legal name

Holiday Oil, Inc.

Website

https://holidayoil.com

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Holiday Oil is a family-owned Utah convenience store and fuel retailer operating 75-76 locations along the Wasatch Front, offering Top Tier fuel, convenience retail, car wash subscriptions, and multiple loyalty programs (MyHoliday, MyRed, MyFleet) serving individual consumers and small business fleet customers.

Ownership category

akta.pro rank

Product category

Convenience Store & Fuel Retail

NAICS

Gasoline Stations with Convenience Stores (45711)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

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

akta.pro secondary industries

Retail Service Station Operations (Company-Owned & Dealer-Operated) (EUALAIAA), Non-Fuel Retail & Ancillary Forecourt Services (Car Wash, Auto Care, ATM/Lottery, Parcel Lockers) (EUALAIAJ)

Keywords

• Convenience retail
• Fuel retail
• Car wash services
• Loyalty programs
• Fleet fuel cards

Headquarters

HQ city

American Fork

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fuel Sales: Holiday Oil sells fuel (Top Tier gasoline) at its 75+ gas station locations along the Wasatch Front in Utah. Revenue is generated through per-gallon fuel sales with various discount programs tied to loyalty memberships.
2. Convenience Store Retail: In-store sales of snacks, beverages, hot food items (hot dogs, pizza, calzones, cookies), and convenience items. Includes prepared foods program with nutritional information available for allergen-conscious customers.
3. Car Wash Services: Car wash services at 55+ locations with both pay-per-wash and subscription options (Splash Pass at $20-28/month). Subscribers can get up to 20 washes per month.
4. Loyalty Program Engagement: MyHoliday loyalty program drives customer retention and increased spending through points accumulation (2 points per dollar in-store), redemption for merchandise and fuel discounts, and tiered benefits.
5. MyRed Card ACH Fees: ACH-linked fuel debit card generating revenue through checking account linking and transaction processing. Customers earn 5¢ off per gallon using the card.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Holiday Oil operates a chain of 75+ convenience store and gas station locations along the Wasatch Front in Utah, selling Top Tier gasoline and in-store convenience items including prepared foods. The company layers on a portfolio of digital products: the MyHoliday loyalty program, MyRed ACH-linked fuel debit card, MyFleet corporate fleet cards, and the Splash Pass car wash subscription, plus food pickup through Holiday To Go.

Product overview

Holiday Oil is a Utah-based convenience store and fuel retailer operating 75-76 locations along the Wasatch Front. The company offers a unified offering centered on Top Tier fuel sales and convenience retail, supplemented by multiple loyalty and payment products: MyHoliday (loyalty rewards program), MyRed Fuel Card (ACH-linked payment card), and MyFleet (fleet fuel accounts with three tier levels). Additional services include car wash operations through the Splash Pass subscription program (Deluxe, Supreme, and Ultimate tiers), Holiday to Go food ordering via VroomDelivery, and AFS Grocery Rewards partnerships with regional grocers. The company also maintains a mobile app for iOS and Android providing location services, loyalty management, and personalized marketing.

Differentiator

Problem solved

Functional benefit

Brands

• MyHoliday: Loyalty rewards program offering points on purchases, fuel discounts, and personalized offers
• MyRed Card
• MyFleet
• Splash Pass
• Communities Start Here

Products and services

• Holiday Oil Convenience Stores Utah-based convenience store chain operating 75-76 gas station locations along the Wasatch Front, offering fuel, car washes, and in-store food items to local consumers.
• Top Tier Fuel Fuel product offered at all Holiday Oil gas station locations, marketed as Top Tier fuel designed to minimize carbon build-up and improve fuel economy.
• In-Store Food Items Prepared food offerings sold in-store including Nathan's hot dogs, calzones, meatball subs, chicken pot pie pockets, sugar cookies, and branded buns, with nutritional and allergen information available.
• MyHoliday Loyalty Program Free mobile-app-based loyalty rewards program offering 2 points per dollar spent in-store, 5¢ off per gallon daily, fountain and coffee discounts, free birthday donut, and $2 off car washes for members, with points redeemable for merchandise and fuel discounts.
• MyRed Fuel Card ACH-linked fuel debit card that connects to a US checking account for automatic fuel discounts, offering 5¢ off per gallon that can be stacked with the MyHoliday loyalty program for 10¢ off per gallon.
• MyFleet Fuel Accounts Fleet fuel card program with three tier levels (My Fleet Fuel, My Fleet Fuel and Vehicle Care, My Fleet Unlimited) tied to corporate checking accounts, offering 10¢ off per gallon when combined with MyHoliday.
• Splash Pass Car Wash Subscription Subscription-based car wash program with three monthly tiers (Deluxe $20, Supreme $25, Ultimate $28), offering up to 20 washes per month at over 55 Holiday Car Wash locations.
• Holiday To Go Food ordering service allowing customers to order ahead for pickup at participating Holiday store locations through the VroomDelivery platform.
• AFS Grocery Rewards Partnership-based rewards program with seven regional Utah grocers (Maceys, Kent's Marketplace, Fresh Market, Lee's Marketplace, Dan's Fresh Market, Pioneer Market, Dick's Fresh Market) offering customers 10¢ per gallon fuel discount for every $100 spent at the partner grocery store.

Quantifiable outcome

• 5¢-10¢ per gallon fuel savings through loyalty programs
• +3 more outcomes

Named customers7 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

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Maceys GrocerycoreGTM or Marketing PartnerAFS Grocery Rewards partnership allowing Maceys customers to earn 10¢ per gallon discount at Holiday Oil for every $100 spent at the grocery store. Holiday offers additional 5¢ off per gallon daily for enrolled members.
• Kent's MarketplacecoreGTM or Marketing PartnerAFS Grocery Rewards partnership allowing Kent's Marketplace customers to earn 10¢ per gallon discount at Holiday Oil for every $100 spent. Holiday offers additional 5¢ off per gallon daily for enrolled members.
• Fresh MarketcoreGTM or Marketing PartnerAFS Grocery Rewards partnership allowing Fresh Market customers to earn 10¢ per gallon discount at Holiday Oil for every $100 spent. Holiday offers additional 5¢ off per gallon daily for enrolled members.
• Lee's MarketplacecoreGTM or Marketing PartnerAFS Grocery Rewards partnership allowing Lee's Marketplace customers to earn 10¢ per gallon discount at Holiday Oil for every $100 spent. Holiday offers additional 5¢ off per gallon daily for enrolled members.
• Dan's Fresh MarketcoreGTM or Marketing PartnerAFS Grocery Rewards partnership allowing Dan's Fresh Market customers to earn 10¢ per gallon discount at Holiday Oil for every $100 spent. Holiday offers additional 5¢ off per gallon daily for enrolled members.
• Pioneer MarketcoreGTM or Marketing PartnerAFS Grocery Rewards partnership allowing Pioneer Market customers to earn 10¢ per gallon discount at Holiday Oil for every $100 spent. Holiday offers additional 5¢ off per gallon daily for enrolled members.
• Dick's Fresh MarketcoreGTM or Marketing PartnerAFS Grocery Rewards partnership allowing Dick's Fresh Market customers to earn 10¢ per gallon discount at Holiday Oil for every $100 spent. Holiday offers additional 5¢ off per gallon daily for enrolled members.
• Cottonwood DistributionminorOthersRelated entity with separate careers page for distribution roles. Valued dedication and reliability with dynamic work environment directly impacting team and customer success.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Maverik: Maverik is a Utah-headquartered convenience store and fuel retailer with a similar footprint strategy along the Wasatch Front and broader Intermountain West. It is Holiday Oil's closest direct geographic and category competitor, operating comparable fuel+c-store+foodservice formats.
• QuikTrip: QuikTrip is a privately held regional convenience store and fuel chain known for high-density store networks, in-store kitchens, and proprietary loyalty. Comparable to Holiday Oil in that it is a privately controlled, format-leading chain emphasizing foodservice alongside fuel.
• Wawa: Wawa operates a private, family/employee-owned c-store and fuel chain with strong foodservice and a leading loyalty program, mirroring Holiday Oil's private-ownership, foodservice-forward, loyalty-driven positioning in its region.
• Sheetz: Sheetz is a family-owned c-store and fuel chain with made-to-order foodservice, mobile ordering, and tiered loyalty/Rewards programs. Directly comparable to Holiday Oil's foodservice-and-loyalty playbook across a multi-state footprint.
• Kwik Trip: Kwik Trip is a fast-growing privately held Midwest c-store and fuel chain with strong private-label foodservice and loyalty engagement — a direct analog to Holiday Oil's private-operator, loyalty-and-foodservice-led regional model.
• RaceTrac: RaceTrac is a privately held Southeast U.S. c-store and fuel chain with expanded foodservice and own loyalty platform. Comparable to Holiday Oil as a privately controlled, format-leading regional fuel+c-store operator.
• GPM Investments (Kum & Go): GPM Investments operates the Kum & Go and other regional c-store/fuel banners with an emphasis on loyalty programs and foodservice. Comparable as a multi-state privately owned c-store/fuel peer with parallel loyalty architecture to Holiday Oil's MyHoliday/MyRed/MyFleet stack.

Broad incumbents

• Casey's General Stores: Casey's is the largest publicly traded c-store operator in the U.S., with a comparable mid-tier regional store density and a robust in-store foodservice program. Comparable as a broad incumbent in the same c-store+fuel category Holiday Oil competes in.
• Murphy USA: Murphy USA is a large publicly traded fuel-led retailer with small-box convenience stores, primarily located near Walmart supercenters. Comparable as a broad incumbent in retail fuel/c-store, with overlapping Top Tier fuel positioning and loyalty mechanics.
• Sinclair Oil: Sinclair is a vertically integrated downstream oil company operating branded service stations across the Mountain West and Intermountain region. Comparable to Holiday Oil in that it competes for branded fuel share along the Wasatch Front, with overlapping fleet/dealer card programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/holidayoilco
• LinkedInlinkedin.com/company/holiday-oil-co.

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 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 Holiday Oil