Golden Oil Company

What Golden Oil Company does

Golden Oil Company, LLC is a privately held, Wisconsin-based petroleum jobber and travel center developer operating as a wholesale distributor of gasoline, diesel, ethanol blends, and specialty fuels across the Midwest. The company's core business is supplying BP- and Shell-branded retail fuel stations operated by both company personnel and independent dealers, with nine company-operated travel plazas and branded stations across Wisconsin. It augments fuel distribution with a portfolio of in-house franchise food and beverage concepts (Subway, Dairy Queen, Cinnabon, Taco Bell, Arby's, Chester's Chicken, Hunt Brothers Pizza, Bad Ass Coffee, George Webb) and travel amenities such as driver's lounges, private showers, laundry, CAT Scale, Roady's, and fleet fueling.

Revenue is generated through three mechanics: (1) wholesale petroleum product sales to independent dealers and commercial fleet accounts on volume-based pricing tied to commodity markets, (2) direct retail fuel and convenience store sales at company-operated travel plazas, and (3) franchise operations and licensing royalties across its multi-brand QSR footprint within travel centers. The go-to-market is primarily channel-partner driven, recruiting independent dealers through a PDF-based application and supporting site development, rebranding, and supply logistics for those dealers, while commercial fleet customers are onboarded through a parallel fleet account application.

The company employs 501-1,000 people, is led by CEO Jamal Suliman, and operates without disclosed institutional ownership, parent company, or subsidiaries. Its competitive position rests on a regional Wisconsin distribution footprint, long-standing BP jobber affiliation (including BP Jobber Excellence Program recognition), and an integrated fuel-plus-food-service travel center model that competitors would need significant capital and time to replicate. No revenue, funding history, or AI/technology capabilities beyond conventional petroleum logistics are disclosed in available sources.

Name

Golden Oil Company

Legal name

Golden Oil Company, LLC

Website

https://goldenoilcompany.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Golden Oil Company is a Wisconsin-based petroleum jobber that distributes wholesale fuel to BP/Shell-branded stations and operates nine company-owned travel plazas with multi-brand QSR franchises, serving independent dealers, commercial fleets, and retail travelers.

Ownership category

akta.pro rank

Product category

Petroleum Distribution

NAICS

Gasoline Stations and Fuel Dealers (457), Gasoline Stations with Convenience Stores (45711), Fuel Dealers (45721)

SIC

Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172), Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Branded Fuels Wholesaling & Jobber Distribution (EUALAIAB)

akta.pro secondary industries

Truck Stops & Travel Centers (Heavy-Duty Retail) (EUALAIAF), Retail Service Station Operations (Company-Owned & Dealer-Operated) (EUALAIAA), Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE), Truck Stops & Travel Centers (Fuel + Convenience) (CRANAJAC)

Keywords

• Petroleum distribution
• Wholesale fuel supply
• Travel center operations
• Fleet fueling services
• Convenience retail

Headquarters

HQ city

Somers

HQ country

United States

HQ region

North America

Offices10 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Petroleum Distribution: Wholesale petroleum product distribution across the Midwest including Unleaded Regular, Mid Grade, and Premium Gasoline (with and without ethanol), E-85, E-15, Sunoco Racing Fuel, Diesel #1, Diesel #2, and Diesel Exhaust Fluid (DEF). Revenue generated through volume-based product sales to retail dealers and commercial fleet customers.
2. Franchise Operations: Operating franchise locations including Subway, Dairy Queen, Cinnabon, Taco Bell, Arby's, Chester's Chicken, and Hunt Brothers Pizza within travel centers and convenience stores. Revenue generated through franchise fees and store operations.
3. Travel Center Operations: Company-operated travel plazas and convenience stores providing fuel, food service, and retail amenities to travelers and local customers. Services include Driver's Lounges, private showers, laundry facilities, check cashing, and various food outlets.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Golden Oil Company is a petroleum jobber that distributes wholesale petroleum products including unleaded gasoline (Regular, Mid Grade, Premium with and without ethanol), E-85, E-15, Sunoco Racing Fuel, Diesel #1, Diesel #2, and Diesel Exhaust Fluid (DEF) to BP branded retail facilities and independent dealers across the Midwest. The company also operates company-owned travel plazas and truck stops that integrate food service franchises (Subway, Dairy Queen, Cinnabon, Taco Bell, Arby's, Chester's Chicken, Hunt Brothers Pizza, Bad Ass Coffee), convenience retail, and driver amenities, plus a commercial fleet account program.

Product overview

Golden Oil Company is a Midwest petroleum products distributor and travel center developer operating a portfolio of BP and Shell-branded retail locations across Wisconsin. The company operates a hub-and-spoke model with its petroleum distribution as the core offering, supported by travel plazas and truck stops that provide amenities for commercial drivers and travelers. The product portfolio spans petroleum products (various gasoline grades, diesel, ethanol blends, racing fuels), retail convenience services (convenience stores, fleet accounts), and restaurant franchises including Subway, Dairy Queen, Cinnabon, Chester's Chicken, Taco Bell, Arby's, Hunt Brothers Pizza, George Webb, and Bad Ass Coffee. The company also offers dealer development programs for rebranding, purchasing, or building new retail sites, with over 50 years of combined experience in petroleum wholesale and retail.

Differentiator

Problem solved

Functional benefit

Brands

• Golden Oil Company: Proud American Company operating throughout Wisconsin as a petroleum products distributor and travel center developer.

Products and services

• Petroleum Products Distribution

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and minor.

• BP (British Petroleum)coreChannel Partner/ Reseller/ DistributorGolden Oil Company operates as a BP jobber with a network of BP branded retail facilities across Wisconsin. The company participates in BP's Jobber Excellence Program and manages both company-operated and independent dealer BP branded locations.
• Bad Ass Coffee of HawaiicoreChannel Partner/ Reseller/ DistributorGolden Oil Company franchisees operate Bad Ass Coffee locations within their Somers Market travel plaza. Bad Ass Coffee is a Hawaii-founded coffee brand founded in 1989 with nearly 40 U.S. franchise locations.
• Dairy QueencoreChannel Partner/ Reseller/ DistributorGolden Oil Company operates Dairy Queen franchise at their Kenosha Travel Plaza location, providing food service amenities to travelers.
• CinnaboncoreChannel Partner/ Reseller/ DistributorGolden Oil Company operates Cinnabon franchise at their Kenosha Travel Plaza location.
• Chester's ChickencoreChannel Partner/ Reseller/ DistributorGolden Oil Company operates Chester's Chicken franchise at their Kenosha Travel Plaza location.
• SubwaycoreChannel Partner/ Reseller/ DistributorGolden Oil Company operates Subway franchise locations at their Bristol BP and Crossroads BP locations.
• Taco BellcoreChannel Partner/ Reseller/ DistributorGolden Oil Company operates Taco Bell franchise at their Hi-Way Hop BP location in Lomira.
• Arby'scoreChannel Partner/ Reseller/ DistributorGolden Oil Company operates Arby's franchise at their Pleasant Springs Travel Plaza location in Cottage Grove.
• VP Racing FuelsminorChannel Partner/ Reseller/ DistributorVP Racing Fuels products available at Bristol BP location for motorsports and racing customers.
• SunocominorChannel Partner/ Reseller/ DistributorSunoco Racing Fuel distributed through Golden Oil Company's wholesale petroleum network.
• CAT ScaleminorChannel Partner/ Reseller/ DistributorCAT Scale certified truck scale available at Kenosha Travel Plaza for commercial truck weighing.
• Hunt Brothers PizzacoreChannel Partner/ Reseller/ DistributorHunt Brothers Pizza franchise operations at Kenosha Travel Plaza, Crossroads BP, and Pleasant Springs Travel Plaza locations.
• George Webb RestaurantsminorChannel Partner/ Reseller/ DistributorGeorge Webb restaurant operations available at truck stop facilities for driver dining.
• Roady'sminorChannel Partner/ Reseller/ DistributorRoady's truck stop brand amenities and products available at fleet facilities.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• RaceTrac: Southeast- and Midwest-expanding convenience and fuel chain operating company-owned retail fuel sites with proprietary RaceTrac and RaceWay brands; comparable as a regional fuel/convenience retailer expanding into multi-brand food service.
• Kwik Trip: Wisconsin-headquartered convenience store and fuel retailer with a strong Midwest footprint; directly comparable to Golden Oil's BP-branded retail stations, convenience stores, and franchise food-service offerings in the same regional market.
• Murphy USA: Retail fuel and convenience chain operating high-volume, low-cost fuel sites, many near Walmart; comparable to Golden Oil on the wholesale-supplied retail gasoline business with a small-box convenience format.
• Casey's General Stores: Large multi-state convenience store and fuel retailer operating company-owned stores with in-store food service; directly comparable to Golden Oil's combined fuel + convenience + QSR franchise model and its dealer/operator retail format.
• Pilot Travel Centers: One of the largest U.S. truck-stop and travel-center operators with branded food, showers, parking, and fleet services; directly comparable to Golden Oil's Kenosha Travel Plaza and Pleasant Springs Travel Plaza truck-stop amenities.
• TravelCenters of America: National full-service travel-center chain offering fuel, food, truck repair, and driver amenities; directly comparable to Golden Oil's multi-brand franchise and trucker-amenity travel-plaza operating model.

Broad incumbents

• BP plc (British Petroleum): Global integrated oil major whose branded fuels, jobber programs, and loyalty platforms anchor Golden Oil's wholesale supply and retail branding; comparable as the upstream brand owner and program operator.
• GPM Investments / ARKO Corp: Multi-brand convenience and fuel retail platform (GPM, E-Today, Tobacco Plus) operating thousands of sites across multiple U.S. regions; comparable as a scaled, multi-format fuel and convenience retailer with a wholesale-supply backbone.
• Shell USA: Global oil major operating branded fuel retail, wholesale jobber networks, and convenience partnerships; directly comparable to BP as a counterpart brand supplier — Golden Oil operates one Shell-branded site (Somers Market) alongside its BP sites.

Others

• Roady's Truck Stops: Cooperative network of independent truck stops sharing branding, amenities, and procurement; comparable as a partner/amenity brand already present in Golden Oil's fleet facilities, illustrating the alternative affiliation model to BP's jobber network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

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 Golden Oil Company