What Petro Serve USA does

Petro Serve USA (legal entity: Farmers Union Oil Co. of Moorhead, MN) is a customer-owned energy cooperative founded in 1934 and headquartered in West Fargo, North Dakota. The company operates 33 convenience stores across Minnesota and North Dakota, sells refined fuels (gasoline, diesel, kerosene, aviation/jet fuel), propane, lubricants, DEF, and antifreeze under its own brand plus Cenex and Marathon, and runs car wash services at 9 locations. Its commercial and agricultural customers are served through a bulk delivery fleet of 12 transports, 22 bulk delivery trucks, and 8 bulk plants, supporting 24-hour delivery, contract pricing programs, and propane tank monitoring for residential heating customers. In-store concepts include the Cafe USA fresh food brand and Hot Stuff Pizza, supported by a recently launched Petro Serve USA Rewards mobile app offering 5¢ per gallon fuel discounts and points-based redemption. As a cooperative, the company returns 50% of profits to members as cash dividends and reports no institutional or private equity ownership. Recent strategic activity (2023-2025) has focused on store remodels, a new Casselton location, a Buffalo ND market entry via lease of Maple Valley Oil Coop's operation, a distribution center expansion, and a leadership transition to Clark Erickson as CEO-COO.

Name

Petro Serve USA

Legal name

Farmers Union Oil Co. of Moorhead, MN dba Petro Serve USA

Website

https://petroserveusa.com

Company type

Private

Founded year

1934

Operating status

Operating

Headcount range

101–250 employees

Short description

Petro Serve USA is a customer-owned energy cooperative operating 33 convenience stores across Minnesota and North Dakota, distributing fuels, propane, and lubricants to retail, commercial, and agricultural customers, and returning 50% of profits to members.

Ownership category

akta.pro rank

Headquarters

HQ city

West Fargo

HQ country

United States

HQ region

North America

Offices30 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fuel Sales: Sale of refined fuels including gasoline, diesel, kerosene, aviation/jet fuel to retail and commercial customers at 33 convenience store locations and through bulk delivery.
2. Propane and Lubricants: Sale and delivery of propane for home heating, grilling, and farm use, along with lubricants, grease, antifreeze, and DEF products from brands including Cenex, Chevron/Texaco, Lube Tech, Mobil1, Shell, and Splash.
3. Convenience Store Retail: Sale of snacks, beverages, fresh food (Cafe USA, Hot Stuff Pizza), grab-and-go items, and everyday essentials at 33 retail locations.
4. Car Wash Services: Touchless, rollover, and tunnel car wash options available at 9 locations, with BOGO Tuesday and Free Car Wash Friday promotions.
5. Member Dividends: As a customer-owned cooperative, pays 50% cash dividends to members from profits.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Petro Serve USA sells refined fuels (gasoline, diesel, kerosene, aviation/jet fuel), propane, lubricants, and DEF through 33 company-owned convenience stores across Minnesota and North Dakota and through bulk commercial delivery. It complements fuel with in-store food (Cafe USA, Hot Stuff Pizza), car wash services at 9 locations, and a mobile rewards app, while operating as a member-owned cooperative that returns 50 percent of profits as cash dividends.

Product overview

Petro Serve USA is a diversified energy cooperative operating as a platform of interconnected energy, retail, and digital services. The core offering spans three main product lines: Energy Services (refined fuels including diesel, gasoline, propane, and lubricants with commercial delivery), Retail Convenience Stores (33 locations across Minnesota and North Dakota featuring Cafe USA and Hot Stuff Pizza concepts), and Car Wash Services (touchless, rollover, and tunnel options at 9 locations). These are supported by the Petro Serve USA Rewards App mobile platform enabling customer loyalty and discounts. Energy products include branded offerings (Cenex, Marathon, Petro Serve USA) with renewable fuel initiatives featuring ethanol and soy diesel blends. Commercial services include 24-hour fuel delivery, bulk oil delivery, tank leasing, and contract pricing programs. The company also operates a customer portal for bill pay, credit applications, and invoice management.

Differentiator

Problem solved

Functional benefit

Brands

• Cenex: Petroleum brand offered at Petro Serve USA convenience stores
• Marathon
• Petro Serve USA Rewards
• Cafe USA
• Hot Stuff Pizza

Products and services

• Energy Services (Refined Fuels and Delivery) Comprehensive refined fuel portfolio including gasoline, diesel, kerosene, aviation/jet fuel, propane, lubricants, grease, antifreeze, and DEF, sold under Cenex, Marathon, and Petro Serve USA brands to commercial, agricultural, and residential customers across Minnesota and North Dakota.
• Retail Convenience Stores 33 company-owned convenience stores across Minnesota and North Dakota selling fuel alongside snacks, beverages, fresh food, grab-and-go items, and everyday essentials, including in-store Cafe USA coffee and Hot Stuff Pizza concepts.
• Car Wash Services Touchless, rollover, and tunnel car wash options available at 9 Petro Serve USA locations with promotional offers including BOGO Carwash Tuesday and Free Carwash Friday with the purchase of 8 gallons of fuel.
• Petro Serve USA Rewards App Mobile loyalty rewards application available on iOS and Android that lets customers earn points on purchases redeemable for fuel, food, and in-store discounts, and provides a 5¢ per gallon discount on fuel with every purchase.
• Propane Services Propane delivery and tank services for residential home heating, grilling, farm dryer tanks, and appliances, including free tank monitors for customers on regular scheduled delivery with 500 or 1000-gallon heating tanks.
• Commercial Fuel Delivery 24-hour night bulk fuel delivery service for commercial fleets, off-road equipment, and agricultural operations, positioned as the area's leading commercial fueler with competitive pricing and proven safety record.
• Contract Fuel Programs Fixed forward price contracts and strip contracts that allow commercial customers to lock in fuel prices for budget predictability and cost stability.
• Cafe USA Fresh food and coffee concept offered at select Petro Serve USA convenience stores, providing freshly prepared homemade meals, grab-and-go items, and coffee beverages.
• Hot Stuff Pizza Quick-service pizza brand available at select Petro Serve USA convenience store locations, offering hot ready-to-eat pizza for customers on the go.
• Customer Portal Online customer portal at customerinformationportal.com for accessing account information, paying bills, applying for credit, registering for rewards, and managing invoices.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• CenexcoreChannel Partner/ Reseller/ DistributorCenex branded fuels available at Petro Serve USA convenience store locations. Cenex is a trusted fuel brand offering premium diesel options with enhanced lubricity, detergency, and stability.
• MarathoncoreChannel Partner/ Reseller/ DistributorMarathon branded gasoline and diesel fuels offered at select Petro Serve USA locations including Wahpeton, Grand Forks, and Glyndon.
• Hot Stuff PizzacoreChannel Partner/ Reseller/ DistributorHot Stuff Pizza franchise available at multiple Petro Serve USA locations including Bismarck, Mandan, Grand Forks, and Glyndon stores.
• Cafe USAcoreChannel Partner/ Reseller/ DistributorCafe USA fresh coffee and food concept offered at select Petro Serve USA locations including Fargo and Glyndon stores.
• MedicaminorOthersMedica health insurance provider for employees with My Health Rewards program allowing employees to earn up to $225 per year in wellness rewards.
• Farmers Union Oil Co.coreOthersLegal entity name is Farmers Union Oil Co. of Moorhead, MN dba Petro Serve USA. The cooperative has roots with Farmers Union organization dating back to founding in 1934.

Scale indicators7 records

Recent moves11 records

Expansion highlights3 records

Direct peers

• Kwik Trip: Large Midwest-based convenience store and fuel retailer with a multi-state footprint overlapping Minnesota and the upper Midwest. Directly comparable c-store + fuel + car wash + food-service model with similar geographic and customer profile.
• Casey's General Stores: Public, Nasdaq-listed convenience store and fuel operator with ~2,900 stores across the Midwest and South. Runs an identical fuel + foodservice (in-store pizza/kitchen) + c-store format that competes directly with Petro Serve USA's playbook.
• Murphy USA: Public, NYSE-listed convenience and fuel retailer with ~1,750 stores, predominantly near Walmart. Highly comparable publicly traded peer for benchmarking unit economics, fuel margins, and c-store performance metrics.
• Holiday Stationstores: Minnesota-headquartered c-store and fuel chain, a direct in-state competitor to Petro Serve USA's Minnesota store base. Operates a nearly identical fuel + food + car wash + rewards format with overlapping regional customer segments.

Regional players

• Pilot Travel Centers: Major U.S. travel-center chain focused on highway and trucking corridors. Comparable on fuel, foodservice, and customer-loyalty mechanics, but its highway-trucker customer differs from Petro Serve USA's local retail/commuter base.
• Love's Travel Stops: Privately held national travel-center operator with overlapping fuel + foodservice + loyalty operations. Overlap is indirect — Love's targets interstate truck stops while Petro Serve USA serves local retail and rural commercial customers.

Broad incumbents

• Marathon Petroleum: Major U.S. petroleum refiner and fuel marketer whose Marathon brand is retailed at select Petro Serve USA locations. Overlaps only on the wholesale fuel side; Marathon is upstream/refining while Petro Serve USA is downstream retail.
• QuikTrip: Large privately held convenience and fuel chain operating across the Midwest and South. Comparable in format and customer, though it does not currently overlap Petro Serve USA's specific MN/ND footprint.
• Cenex (CHS Inc.): Energy and agricultural cooperative whose Cenex brand is sold at Petro Serve USA stores. Comparable as a fuel-marketing cooperative, but at vastly greater scale with refining, pipelines, and broad agribusiness exposure beyond retail.

Others

• Farmers Union Oil / Co-op Network: Federation of regional fuel-and-farm cooperatives affiliated with the broader Farmers Union organization from which Petro Serve USA itself originated. Adjacent ecosystem participant rather than direct competitor; relevant for cooperative governance and supply patterns.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PetroServeUSA
• Facebookfacebook.com/petroserveusa
• Instagraminstagram.com/petroserveusa
• LinkedInlinkedin.com/company/petro-serve-usa

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 Petro Serve USA