R-Store

What R-Store does

R-Store is a private convenience store and gas station chain operating over 50 retail locations throughout Wisconsin, operated by parent company Riiser Fuels, LLC and headquartered in Wausau. The company traces its roots to 1945 and built its current footprint through a concentrated acquisition campaign in 2018–2019, starting with the purchase of Riiser Oil Company, Inc. and the R-Store banner (34 stores), followed by Mad Max (10 locations in southeastern Wisconsin), Marshall's (6 sites), Blue Moose Convenience Stores (4 in Oshkosh), and Jetz Convenience Centers (4 in Milwaukee, Hales Corners, and Muskego). The retail portfolio spans multiple fuel brands — BP, Amoco, Citgo, Jetz, and R-Store — alongside convenience merchandise, car washes, pet washes at two sites, gift cards, lottery, Hunt Brothers Pizza at select stores, a full-service truck stop at the Hwy 51 location, and a 24-hour unmanned fueling site.

The underlying technology is conventional for a multi-site c-store and fuel operator. Fuel-side differentiation rests on BP gasoline with Invigorate additive technology. Commercial operations are supported by a fleet fueling card system with volume-based discounts, PIN security, customizable purchase restrictions, odometer tracking, and integration into six third-party fleet networks (ComData, EFS, Fleet One, MultiService, TCH, TCheck). Consumer-facing systems include the FAS Rewards loyalty program, the BP mobile app, the Pick 'N Save Fresh Perks cross-loyalty fuel discount (up to $1/gal), Wisconsin Lottery terminals, WashAccess for Jetz daily wash passes, and Transflo document imaging at the Hwy 51 truck stop. A community-engagement mechanism called Pride Pumps assigns school-branded fuel pumps and donates 2 cents per gallon pumped to the corresponding school district — currently serving more than a dozen Wisconsin districts including Wausau East, Wausau West, D.C. Everest, Newman Catholic, Merrill, and Mosinee.

R-Store's revenue model is almost entirely transactional: retail fuel margins, convenience merchandise markups, service fees (car wash, pet wash at $7+), gift card sales in $5 denominations, fleet card interchange, and commissions on lottery and Hunt Brothers Pizza. Go-to-market is hybrid: direct-to-consumer across 50+ physical stores in Wisconsin, with a separate sales-led motion for commercial fleet customers using the fleet fueling card. Pricing varies by location, fuel grade, and loyalty program participation; fleet customers receive 5 cents or more per gallon off, while consumer Pick 'N Save Fresh Perks holders can save up to $1 per gallon at participating Amoco or BP sites. In April 2019 the company divested its Retail Dealer, Tank Wagon, and Transport Divisions to Condon Companies of Ripon, WI, sharpening strategic focus on direct-operated retail convenience and fuel.

Name

R-Store

Legal name

Riiser Fuels, LLC

Website

https://myrstore.com

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

101–250 employees

Short description

R-Store, operated by Riiser Fuels, LLC, is a private Wisconsin convenience store and gas station chain operating 50+ locations under multiple fuel brands (BP, Amoco, Citgo, Jetz), serving individual consumers and commercial fleet customers with fuel, convenience merchandise, car/pet washes, fleet fueling, gift cards, and Hunt Brothers Pizza.

Ownership category

akta.pro rank

Product category

Convenience Store and Gas Station Retail

NAICS

Gasoline Stations with Convenience Stores (45711), Grocery and Convenience Retailers (4451)

SIC

Retail-Convenience Stores (5412), Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

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

akta.pro secondary industries

Truck Stops & Travel Centers (Fuel + Convenience) (CRANAJAC), Traditional Convenience Stores (C-Stores) (CRAHABAA)

Keywords

• Convenience store retail
• Gas station fuel sales
• Fleet fueling cards
• Car wash services
• Convenience merchandise

Headquarters

HQ city

Wausau

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Fuel Sales: Retail gasoline and diesel fuel sales under BP, Amoco, Citgo, Jetz, and R-Store brands. Locations offer various fuel grades including regular with/without ethanol, midgrade, premium with/without ethanol, and diesel options including #1, #2, and off-road diesel.
2. Convenience Merchandise: In-store merchandise sales including tobacco products, alcoholic beverages, soda, dairy products, candy, snacks, general merchandise, lottery tickets, Wisconsin Lottery, and hot beverage service (coffee, hot chocolate, cappuccino).
3. Gift Cards: Gift card sales in $5 denominations that can be used on fuel, snacks, drinks, and grocery items at any R-Store location.
4. Car Washes: Car wash services and gift cards. Jetz locations offer daily wash passes for Muskego, Hales Corners, and Milwaukee 70th Street locations.
5. Pet Wash: Self-serve pet wash services at two locations (Wausau Northside and Elkhart Lake) starting at $7.00, with additional time available for purchase.
6. Fleet Fueling Program: Commercial fleet card program offering volume-based discounts of 5 cents or more per gallon, detailed expense reporting, and customizable purchase restrictions for business customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

R-Store operates a chain of convenience stores and gas stations across Wisconsin, selling retail gasoline (BP, Amoco, Citgo, Jetz brands), convenience merchandise, food service items, and ancillary services including car washes, pet washes, gift cards, and fleet fueling cards. The company also runs community-based programs such as the Pride Pumps school donation initiative and the FAS Rewards loyalty program to drive repeat customer traffic across its 50+ Wisconsin locations.

Product overview

R-Store is a convenience store chain operated by Riiser Fuels, LLC, offering a portfolio of convenience retail and fuel products across over 50 Wisconsin locations. The core offering includes R-Store branded convenience stores and partner-branded locations (BP, Amoco, Citgo, Jetz, Baltus Bread & Butter) that sell automotive fuel and convenience merchandise. The product ecosystem includes fuel products (BP gasoline with Invigorate®, premium fuels, diesel), convenience merchandise (snacks, beverages, tobacco, lottery), and ancillary services (car washes, pet washes, fleet fueling cards, gift cards). Community programs include Pride Pumps (school donations) and the FAS Rewards loyalty program. R-Store also offers Hunt Brothers Pizza at select locations and operates 24-hour unattended fuel locations.

Differentiator

Problem solved

Functional benefit

Brands

• FAS Rewards: Loyalty rewards program for R-Store customers offering fuel savings and discounts.
• Pride Pumps
• Hunt Brothers Pizza

Products and services

• R-Store Convenience Stores Core convenience store brand offering gasoline, snacks, beverages, and convenience merchandise at over 50 Wisconsin locations.
• Retail Fuel (BP, Amoco, Citgo, Jetz) Automotive fuel sales including BP gasoline with Invigorate technology, Amoco Ultimate premium fuel, and Citgo at branded locations across Wisconsin.
• Car Wash Services Vehicle cleaning services available at select R-Store and Jetz locations, including Jetz Daily Wash Passes for Muskego, Hales Corners, and Milwaukee 70th Street locations.

Quantifiable outcome

• Save up to $1 off per gallon with Pick 'N Save Fresh Perks card
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Hunt Brothers PizzacoreChannel Partner/ Reseller/ DistributorR-Store locations proudly serve Hunt Brothers Pizza, America's #1 made-to-order and by-the-slice pizza. Pizza is prepared fresh and available at select R-Store locations, providing hot food service to customers.
• BP (British Petroleum)coreStrategic or Co-development PartnerR-Store operates BP and Amoco branded fuel stations offering BP gasoline with Invigorate technology. Most locations have been converted from previous brands to BP and Amoco, offering customers additional programs and savings opportunities.
• FAS RewardscoreGTM or Marketing PartnerFAS Rewards is the loyalty program that R-Store locations participate in, providing customer rewards and incentives for repeat visits across the convenience store network.
• Pick 'N Save / Roundy'sminorGTM or Marketing PartnerPick 'N Save Fresh Perks card holders can save up to $1 off per gallon of fuel when using their loyalty card at participating Amoco or BP stations.
• Jetz Convenience CenterscoreChannel Partner/ Reseller/ DistributorJetz Convenience Centers joined the R-Store family in July 2019 with 4 locations in Milwaukee, Hales Corners, and Muskego. These locations retain the Jetz brand while joining the FAS Rewards loyalty program. Sites feature car wash services.
• Baltus Bread & Butter Convenience StorescoreChannel Partner/ Reseller/ DistributorBaltus Bread & Butter Convenience Stores joined the R-Store family, serving the communities of Stratford, Marshfield, Wisconsin Rapids, and Nekoosa.
• Condon CompaniesminorStrategic or Co-development PartnerAs of April 1, 2019, the Retail Dealer, Tank Wagon and Transport Divisions were sold to Condon Companies based in Ripon, WI. R-Store maintains contact information for Condon Companies to handle related inquiries.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• 7-Eleven: Largest U.S. franchised c-store and fuel retailer; competes broadly in the same convenience and fuel retail category as R-Store across geographies.
• Sheetz: Northeast/Mid-Atlantic c-store and fuel chain known for made-to-order food and a tech-forward loyalty experience; illustrates a comparable c-store-plus-foodservice operating model.
• Wawa: Privately held c-store chain with private-label food and fuel; comparable convenience-and-fuel bundled offering with strong loyalty and brand differentiation.
• Casey's General Stores: Large publicly traded c-store chain with broad Midwestern footprint, integrated kitchen, and fuel retail; serves as the scaled incumbent benchmark for regional operators like R-Store.
• Speedway (now 7-Eleven): Large U.S. fuel-plus-c-store chain acquired by 7-Eleven; comparable forecourt retail and fuel loyalty programs overlapping with R-Store's BP/FAS Rewards stack.
• BP Retail (Amoco): Owns the BP and Amoco fuel brands that R-Store retails; relevant as both a partner and a broad incumbent fuel retailer shaping R-Store's fuel sourcing and branding economics.

Direct peers

• Kwik Trip: Wisconsin-headquartered convenience store and fuel chain, the dominant regional player of comparable scale with a heavily integrated food-service, loyalty, and c-store offering that directly competes with R-Store in overlapping Wisconsin geographies.
• Pilot Flying J: Largest North American travel center/truck stop chain; directly comparable to R-Store's Hwy 51 truck stop offering (fuel, showers, parking, food, fleet cards).
• TravelCenters of America: U.S. full-service truck stop and travel center chain offering fuel, food, parking, and fleet services; comparable to R-Store's truck stop and fleet fueling operations.
• Kwik Star: Sister brand of Kwik Trip expanding into neighboring Midwest states; combines fuel plus full convenience-retail model directly comparable to R-Store's c-store and foodservice offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/RStores
• LinkedInlinkedin.com/company/riiser-fuel

Revenue estimate

Valuation estimate

Number of profiles

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 R-Store