Good Oil Company

What Good Oil Company does

Good Oil Company is a third-generation, family-owned fuel distribution and convenience retail business headquartered in Winamac, Indiana, with origins dating to 1941 in Monterey, Indiana. The company operates three integrated business lines: Good To Go, a branded convenience store network of 19+ locations; Good Transportation, a bulk fuel delivery and logistics operation; and a wholesale fuel division supplying 100+ independent dealers across Indiana, Michigan, Kentucky, Illinois, and Ohio. Its commercial arm, the Diesel Fleet Program, serves 500+ business customers with bulk diesel and fuel card services.

Revenue is generated through retail fuel margins and in-store sales (food service, ATM, lottery) at company-operated c-stores, wholesale fuel pass-through to independent branded dealers, and B2B bulk fuel delivery contracts. The company maintains multi-brand fuel supply relationships with BP, Marathon, Shell, CITGO, Sunoco, and Mobil, allowing flexibility across branded and unbranded offerings. Two consumer loyalty programs, My Good Rewards and Club Card, are delivered through iOS and Android apps with over 100,000 cumulative downloads, supporting retention in the retail channel. Good Oil employs between 251 and 500 people and operates as a private, family-controlled company with no disclosed external funding.

Name

Good Oil Company

Legal name

Good Oil Company, Inc.

Website

https://goodoilcompany.com

Company type

Private

Founded year

1941

Operating status

Operating

Headcount range

251–500 employees

Short description

Good Oil Company is a third-generation, family-owned fuel distributor and convenience retailer headquartered in Indiana, operating 19+ Good To Go c-stores, a bulk transportation fleet, and 100+ wholesale dealers across five Midwestern states.

Ownership category

akta.pro rank

Product category

Fuel Retail and Convenience

NAICS

Other Gasoline Stations (457120), Petroleum and Petroleum Products Merchant Wholesalers (4247), Fuel Dealers (45721), Fuel Dealers (4572)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Petroleum Bulk Stations & Terminals (5171), Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172)

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), Branded Fuels Wholesaling & Jobber Distribution (EUALAIAB), Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD), Fuel Pricing, Loyalty & Payments Platforms (POS, Mobile Pay, Fleet Cards, Loyalty Programs) (EUALAIAK)

Keywords

• Retail fuel sales
• Convenience store retail
• Bulk fuel delivery
• Wholesale fuel distribution
• Fleet fuel cards

Headquarters

HQ city

Winamac

HQ country

United States

HQ region

North America

Offices11 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Fuel Sales: Sale of gasoline and diesel fuel to consumers at Good To Go convenience store locations. Revenue generated through per-gallon fuel sales with price competitiveness and rewards program incentives driving customer loyalty.
2. Convenience Store Merchandise: Sale of snacks, beverages, prepared foods from It's All Good Cafe, and convenience items at retail locations. Fresh food menu includes breakfast items, pizza, burgers, chicken tenders, and grab-and-go snacks.
3. Wholesale Fuel Distribution: Supply of fuel to over 100 independent dealer locations across the Midwest under brand partnerships (BP, Marathon). Good Oil acts as the fuel supplier and brand licensee for these dealers.
4. Bulk & Farm Fuel Delivery: Delivery of gasoline, diesel, biofuels, and lubricants to farms, homes, and businesses. Orders over 2,000 gallons delivered across Indiana, Illinois, Michigan, and Kentucky. Also serves a 60-mile radius around Winamac, IN for smaller orders.
5. Diesel Fleet Program: Fleet fuel card program for businesses with diesel truck fleets. Generates revenue through fuel sales to fleet customers with monthly rebates based on EFT payment terms. No account fees but volume-based rebates.
6. Food Service (It's All Good Cafe): Hot prepared food service including pizza, breakfast sandwiches, chicken tenders, burgers, and snacks. Available at select Good To Go locations with dine-in and grab-and-go options.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Good Oil Company sells retail gasoline and diesel, convenience store merchandise, and fresh prepared food at 19+ Good To Go locations across Indiana, Michigan, Kentucky, Illinois, and Ohio. It delivers bulk fuel (gasoline, diesel, biofuels, lubricants) to farms, homes, and businesses through Good Transportation, distributes wholesale fuel to 100+ independent dealers under BP, Marathon, and other brands, and operates a Diesel Fleet Program with PIN-protected cards and volume rebates for commercial fleet operators.

Product overview

Good Oil Company operates as a regional fuel and convenience retailer with a portfolio of three interconnected service lines: Good To Go convenience stores (with the It's All Good Café food service), Good Transportation bulk fuel delivery, and Wholesale fuel distribution. The company supports these operations with two loyalty programs—the My Good Rewards Card and Good To Go Club Card—and a dedicated Diesel Fleet Program for business customers. The Good To Go Mobile App provides customer access to deals and rewards.

Differentiator

Problem solved

Functional benefit

Products and services

• Good To Go Convenience Stores
• It's All Good Café
• Good Transportation (Bulk Fuel Delivery)
• Wholesale Fuel Distribution
• Diesel Fleet Program
• My Good Rewards Card
• Good To Go Club Card

Quantifiable outcome

• Save up to 10¢ per gallon on fuel purchases
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• BPcoreChannel Partner/ Reseller/ DistributorBrand partnership for fuel distribution. Good Oil supplies BP-branded fuel to dealer locations, providing brand backing and quality fuel products to independent retailers in the Midwest.
• Marathon Petroleum (MPC)coreChannel Partner/ Reseller/ DistributorBrand partnership for fuel distribution. Good Oil supplies Marathon-branded fuel to dealer locations, providing brand backing and quality fuel products to independent retailers in the Midwest.
• ShellminorChannel Partner/ Reseller/ DistributorBrand partnership referenced in 'Proud partner of' section on company website. Fuel brand distributed through Good Oil wholesale network.
• Phillips 66minorChannel Partner/ Reseller/ DistributorBrand partnership referenced in 'Proud partner of' section on company website. Fuel brand distributed through Good Oil wholesale network.
• CitgominorChannel Partner/ Reseller/ DistributorBrand partnership referenced in 'Proud partner of' section on company website. Fuel brand distributed through Good Oil wholesale network.
• AmocominorChannel Partner/ Reseller/ DistributorBrand partnership referenced in 'Proud partner of' section on company website. Fuel brand distributed through Good Oil wholesale network.
• ArcominorChannel Partner/ Reseller/ DistributorBrand partnership referenced in 'Proud partner of' section on company website. Fuel brand distributed through Good Oil wholesale network.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Wawa: Mid-Atlantic/Southeast c-store/fuel chain famous for foodservice and a strong proprietary loyalty program. Comparable to Good Oil's emphasis on loyalty (My Good Rewards, Good To Go Club) and in-store cafes.
• Pilot Flying J: Major travel-center and truck-stop chain with fleet card program overlapping Good Oil's Diesel Fleet Program and bulk-fuel delivery into commercial trucking. Comparable on fleet/fuel side, less so on c-store/foodservice.
• TA Travel Centers: Travel-center operator with truck-stop fueling, fleet cards, and on-site foodservice. Directly comparable to Good Oil's truck-stop-capable locations and Diesel Fleet Program from a commercial-fueling and loyalty standpoint.
• RaceTrac: Large-scale Southeast/Midwest convenience store and fuel retailer with private label fuel brand and in-store foodservice. Comparable on multi-state expansion, c-store + fuel combo, and own loyalty/payments tech.
• Marathon Petroleum (MPC) Retail: Integrated refiner-marketer whose branded fuels (including Marathon) are distributed by Good Oil through its wholesale dealer network. A core supplier-partner but also a competitor when MPC-branded direct retail expands in the same territories.
• Speedway (7-Eleven): National convenience and fuel retailer operating Speedway-branded stores (now under 7-Eleven) with proprietary fuel loyalty and foodservice. Larger incumbent competing for the same customer and dealer/wholesale relationships in Indiana and surrounding states.

Direct peers

• Casey's General Stores: Large Midwest-based convenience store and fuel retailer operating company-owned stores with in-store foodservice. Most directly comparable to Good Oil's Good To Go c-store + It's All Good Cafe combination, although at significantly larger scale.
• Murphy USA: High-volume, low-cost fuel and convenience retailer focused on Walmart-adjacent and small-market sites. Comparable to Good Oil's value-oriented, fuel-led convenience model with small-box stores and loyalty programs.

Regional players

• Co-Alliance Energy / Propane: Indiana-based agricultural cooperative offering bulk fuel, propane, and lubricants to farms and businesses across the Midwest. Directly overlaps Good Oil's farm/bulk fuel delivery and dealer/wholesale footprint.
• CountryMark / CountryMark Cooperative: Indiana-based farmer-owned fuel and lubricant cooperative supplying farms and dealer networks across the Midwest. Highly comparable to Good Oil's Good Transportation bulk/farm fuel delivery and dealer/wholesale business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/goodtogorewards
• LinkedInlinkedin.com/company/good-oil-company-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Good Oil Company