Crosby's

What Crosby's does

Crosby's is a privately held, family-owned convenience store chain operating 88+ locations across Western and Central New York and Northwestern Pennsylvania under Reid Stores, Inc. d/b/a Crosby's. Founded in 1922 by J. Ward Reid Sr. as a one-pump gasoline station in Lockport, NY, the business has remained under Reid family ownership for four generations and is now led by 3rd and 4th generation family members alongside 1,000+ associates. The offering centers on 24-hour fuel (under Marathon, Shell, and Sunoco brand partnerships at select sites), made-to-order food (pizza, subs, calzones, breakfast, wings, sides, combo meals), convenience/grocery items, lottery, and ancillary services such as ATM, WiFi, EZ Pass, EBT/SNAP, propane, firewood, and bagged ice; several sites also host co-located Tim Hortons, Dunkin', or Subway outlets.

The digital product surface consists of three named layers: the My Crosby's Rewards (MCR) loyalty program — a free, virtual-card-based scheme earning 5 points per gallon on fuel and 10 points per $1 in-store, hosted on MyGuestAccount and surfaced via a Paytronix-powered iOS/Android app (virtual card migration completed 2022); the Crosby's Fleet Program, a no-annual-fee B2B fleet fuel card issued by sister entity Reid Petroleum Corp., processed through PaymentCard.com with a Business Owner Portal and stackable 5¢/gallon MCR discount; and Crosby's Online Ordering, fulfilled through Vroom Delivery for made-to-order food pickup.

The revenue model is predominantly transactional across four streams: convenience retail (in-store merchandise), made-to-order food service, retail and fleet fuel sales, and ancillary/affiliate income (beer rebate listings, lottery). GTM is a hybrid of direct-to-consumer retail across owned stores, inside-sales for B2B fleet enrollment, event/community-driven marketing through charitable campaigns (Cystic Fibrosis Foundation, Patricia Allen Fund, American Diabetes Association) and local sponsorships, and product-led engagement through MCR and the 2026 Roadtrip to Rewards sweepstakes. Customer segments are B2C local community consumers (primary), commercial fleet/B2B buyers, MCR loyalty members, and local nonprofits/schools/community organizations.

Name

Crosby's

Legal name

Reid Stores, Inc.

Website

https://crosbysstores.com

Company type

Private

Founded year

1922

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Crosby's is a four-generation, family-owned convenience store chain operating 88+ locations across Western/Central New York and Northwestern Pennsylvania, selling fuel, made-to-order food, and convenience retail to local community consumers and commercial fleet buyers.

Ownership category

akta.pro rank

Product category

Convenience Store Retail

NAICS

Gasoline Stations with Convenience Stores (457110), Convenience Retailers and Vending Machine Operators (44513)

SIC

Retail-Convenience Stores (5412), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Convenience Retail Chains & Franchises (Multi-site Operators) (CRANAJAH)

akta.pro secondary industries

Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE), Non-Fuel Retail & Ancillary Forecourt Services (Car Wash, Auto Care, ATM/Lottery, Parcel Lockers) (EUALAIAJ)

Keywords

• Convenience store chain
• Made-to-order food
• Retail fuel sales
• Fleet fuel program
• Loyalty rewards program

Headquarters

HQ city

Lockport

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Convenience Retail (In-Store): Direct retail sales of snacks, candy, beverages, grocery items, made-to-order food (pizza, subs, calzones, breakfast, sides/wings), cigarettes/tobacco, lottery, gift cards, and other convenience items across 88+ store locations in NY and PA. Each item carries a fixed unit price listed publicly on the website.
2. Made-to-Order Food Service: Prepared-to-order pizza (large, sheet, slices), hot/cold subs, calzones, breakfast sandwiches, wings, tenders, sides. Set unit prices per SKU; combo meals bundle pizza + wings or sub + drink; fuel-station-adjacent convenience dining proposition.
3. Fuel Sales (Retail & Fleet): Retail fuel sales at the pump to consumer/loyalty members plus B2B Fleet Card sales under Reid Petroleum Corp. Fleet cardholders receive daily fuel discounts plus a monthly rebate; cards limited to petroleum purchases at Crosby's locations.
4. Beer/Beverage Rebate Affiliate Marketing: Crosby's does not process or fulfill rebates; instead it lists manufacturer rebates (Modelo, Corona, Bud, Coors, Labatt, etc.) on its Beer Rebates page linking to brand rebate portals, functioning as a marketing/affiliate channel that drives store traffic.
5. My Crosby's Rewards Data Monetisation (Indirect): Loyalty members enroll to receive targeted marketing via mobile, app, email, and SMS; data is combined across in-store and online transactions with third-party data to enable profiling and personalized marketing. Revenue impact is indirect via increased visit frequency rather than direct data sales.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

Crosby's operates a chain of 88+ family-owned convenience stores across Western/Central New York and Northwestern Pennsylvania, selling 24-hour fuel alongside a made-to-order food program (pizza, subs, calzones, breakfast, wings, sides, combo meals), convenience and grocery items, lottery, and ancillary services (ATM, WiFi, EBT/SNAP, propane, firewood). It layers this retail base with a free virtual loyalty program (My Crosby's Rewards), a B2B Fleet Card program for commercial fuel buyers, and a mobile app and online ordering channel for its made-to-order menu.

Product overview

Crosby's is a single retail brand — a family-owned convenience-store chain of 88+ locations across New York and Pennsylvania operated by Reid Stores, Inc. d/b/a Crosby's. Rather than a platform-with-modules architecture, the offering is one integrated store experience layered with three named digital products: the My Crosby's Rewards (MCR) loyalty program (with its companion Crosby's mobile app and virtual card), the Crosby's Fleet Program (a B2B fleet fuel card and Business Owner Portal), and Crosby's Online Ordering (powered by Vroom Delivery) for made-to-order food. In-store, Crosby's runs six named food lines — Pizza, Breakfast, Subs & Sandwiches, Calzones, Combo Meals, and Sides — all of which can be ordered in-store, at the fuel pump, or online and earn MCR points. The portfolio is rounded out by the Roadtrip to Rewards sweepstakes and the Beer Rebates program.

Differentiator

Problem solved

Functional benefit

Brands

• My Crosby's Rewards: Loyalty program offered to Crosby's customers, providing points on fuel and in-store purchases redeemable for rewards, including a fuel program co-branded with Reid Petroleum Corp.

Products and services

• Crosby's Convenience Stores Family-owned chain of 88+ convenience stores across New York and Pennsylvania operated by Reid Stores, Inc. d/b/a Crosby's, offering fuel, made-to-order food (pizza, subs, breakfast, calzones, wings, sides), convenience/grocery items, beer, lottery, and ancillary services (ATM, WiFi, Air Machine, EZ Pass, EBT/SNAP, bagged ice, propane, firewood). Geared to local community consumers and travelers across Western/Central NY and Northwestern PA.
• Crosby's Pizza Signature made-to-order pizza program sold in slices, large, and sheet sizes with varieties such as Original Cheese, Chicken Wing, Four Meat, Supreme, Steak, and Meatball, with up to 16 toppings; offered all day across most Crosby's locations and earnable in My Crosby's Rewards.
• Crosby's Subs & Sandwiches Cold subs (Turkey, Ham, Italian, Roast Beef, Tuna, Veggie, Cheese) and hot subs (Ultimate BLT, Meatball, Crosby's Royal, Chicken Bacon Ranch, Chicken Parm, Philly Cheesesteak, Chicken Tender, Pizza) available in half or whole sizes across Crosby's stores.
• Crosby's Breakfast All-day breakfast menu including sandwiches (Maple Cake, Breakfast, Chicken & Cheese on Biscuit, Egg & Cheese on English Muffin), breakfast pizzas, Western Breakfast Pizza, and sheet breakfast pizzas sold at most Crosby's locations.
• Crosby's Calzones Stuffed calzones available by the slice or whole in varieties including Ham & Cheese, Sausage, Meatball, Pepperoni, Philly Cheesesteak, Bossy Chicken, Chicken Parm, and Italian, made-to-order in-store.
• Crosby's Sides Side offerings including Chicken Bites, Chicken Wings (up to 10 sauce options), Chicken Tenders, Pizza Logs, Mozzarella Sticks, Jalapeño Poppers, Mac N' Cheese Bites, Snack Pack, French Fries, Onion Rings, Hashbrown, Apple Logs, and Fresh Baked Cookies.
• Crosby's Combo Meals

Quantifiable outcome

• Over 1,000 associates across 88+ stores in NY and PA (4th generation family-owned, 100+ years operating)
• +6 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

28 partnerships are on record, tiered core and minor.

• FacebookcoreGTM or Marketing PartnerCrosby's operates an official brand page (facebook.com/Crosbysstores) used to communicate special offers, sales, community connections, and to engage customers with questions about favorite stores and menu items.
• InstagramcoreGTM or Marketing PartnerCrosby's runs the @crosbysstores Instagram account for visual content, special offers, and community storytelling.
• LinkedInminorGTM or Marketing PartnerOfficial Crosby's Stores LinkedIn company page used for employer branding and corporate communications.
• Cystic Fibrosis Foundation (Western New York Chapter)coreGTM or Marketing Partner17+ year partnership with annual 'Crosby's Pin-Up Promotion' across all stores; in 2025 raised $22,677.61 via $1 pin-ups and round-ups at checkout, and in 2026 expanded with Fuel-Up Promotion ($4,500 minimum from fuel proceeds). Over $150,000 raised cumulatively.
• Patricia Allen Fund (Golisano Children's Hospital / Oishei Children's Hospital)coreGTM or Marketing PartnerAnnual NFL-season fundraising partnership; in one season Crosby's and Reid Petroleum LLC presented a $117,000 donation via Gallons FOR Patricia Allen, limited-edition merchandise, register donations, and Mafia Pizza slice sales. A separate year delivered $91,089.09 to the Patricia Allen Fund benefiting John R. Oishei Children's Hospital.
• American Diabetes Association (Tour de Cure / Upstate New York)coreGTM or Marketing PartnerMulti-year Tour de Cure partner; named ADA Top Corporate Fundraising Team in 2018 and 2019 and contributed $45,000 between 2012 and 2019.
• Junior AchievementcoreGTM or Marketing PartnerLong-time supporter of Junior Achievement's economic and academic education programs, including partnerships with Lockport High School's Robotics Club for STEM.
• Roswell Park Cancer InstituteminorGTM or Marketing PartnerCommunity partner supported through Crosby's associate engagement campaigns (e.g., Roswell Skin Cancer Awareness Campaign).
• Connect LifeminorGTM or Marketing PartnerCommunity partner supported through Crosby's associate engagement and donation programming.
• Buffalo Philharmonic OrchestraminorGTM or Marketing PartnerLocal arts partner supported through Crosby's community engagement programming.
• ArtparkminorGTM or Marketing PartnerLocal arts partner supported through Crosby's community engagement programming.
• Lockport's Historic Palace TheatreminorGTM or Marketing PartnerLocal arts partner supported through Crosby's community engagement programming.
• Niagara County Community CollegeminorGTM or Marketing PartnerLocal education partner supported through Crosby's community engagement programming.
• United Way of Greater NiagaraminorGTM or Marketing PartnerLocal nonprofit partner supported through Crosby's community engagement programming.
• Vroom DeliverycoreTechnology or IntegrationOnline food-ordering partner powering the 'Order Now' button on Crosby's menu pages, routing customers to vroomdelivery.com/crosbys for digital ordering and pickup.
• PaylocitycoreTechnology or IntegrationRecruiting / applicant tracking system used to host Crosby's careers application (recruiting.paylocity.com/recruiting/jobs/All/28678781-b529-4bcd-bc83-457fdc1b9bdf/Reid-Stores-Inc) and embedded QR codes for in-store applications.
• Paytronix (Mobile App Platform)coreTechnology or IntegrationLoyalty and mobile-ordering platform underlying the Crosby's iOS app (App Store id1484568779) and Android app (com.paytronix.client.android.app.crosbys). Also hosts the MCR enrollment and account portal at mycrosbysrewards.myguestaccount.com.
• PaymentCard.com (Business Owner Portal)coreTechnology or IntegrationCard-issuance and online portal partner powering the Crosby's Fleet Card Business Owner Portal (secure.paymentcard.com/secure/zipbiz/ and secure.paymentcard.com/fleet/bizenroll.php).
• Reid Petroleum Corp.coreStrategic or Co-development PartnerSister operating company within the Reid family of businesses that issues the Crosby's Fleet Card, processes EFTs, and co-funds community donations (e.g., Patricia Allen Fund). Headquarters co-located at 100 West Genesee Street, Lockport, NY 14094.
• Tim HortonscoreOEM/ Whitelabel/ Licensing PartnerQSR brand co-located inside select Crosby's locations (e.g., Lockport South Transit Street, Lockport Chestnut Ridge Rd, Cheektowaga Wehrle Dr).
• Dunkin'coreOEM/ Whitelabel/ Licensing PartnerQSR brand co-located inside select Crosby's locations (e.g., Ransomville, Hamburg Camp Rd).
• SubwaycoreOEM/ Whitelabel/ Licensing PartnerQSR brand co-located inside select Crosby's locations (e.g., Alfred Station, Perry).
• MarathoncoreChannel Partner/ Reseller/ DistributorFuel-branding partner supplying the Marathon brand at select Crosby's locations (e.g., West Seneca, Cheektowaga, Newark).
• ShellminorChannel Partner/ Reseller/ DistributorFuel-branding partner supplying the Shell brand at the Erie, PA Perry Highway Crosby's location (8030 Perry Highway).
• SunocominorChannel Partner/ Reseller/ DistributorFuel-branding partner supplying the Sunoco brand at the Arcade, NY Crosby's location (469 W Main St).
• 26 ShirtsminorGTM or Marketing PartnerCustom T-shirt design partner for 'Circle the Wagons' 26 Shirts used during the Patricia Allen Fund NFL-season fundraiser to drive donations to pediatric critical care.
• Red Osier (Meat)minorOthersCrosby's uses 'Red Osier roast beef' as the signature protein on Philly Cheesesteak calzones and Roast Beef subs, indicating a regional supplier partnership for a hero menu item.
• Volunteer Fire Departments, Local School Districts, and Youth Sports ProgramscoreOthersLong-standing network of local civic partners receiving sponsorship, fundraising, and donation support across all Crosby's markets; site explicitly lists Volunteer Fire Departments, Local School Districts, and Youth Sports Programs as supported organizations.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• 7-Eleven: Largest U.S. c-store chain, recently acquiring Speedway; competes broadly with Crosby's on convenience + fuel + ready-to-eat food across overlapping NY/PA markets but operates at vastly larger scale.
• GetGo Café + Market: C-store and fuel concept owned by Giant Eagle, with made-to-order food and competitive fuel pricing across Pennsylvania and Ohio. Comparable on the c-store + fresh food model in Pennsylvania-adjacent markets.
• RaceTrac: Large Southeast and Mid-Atlantic c-store chain with expanding presence in NY and PA; competes on fuel + convenience model with proprietary food offerings and loyalty program.
• Speedway: Large national c-store chain (now 7-Eleven owned) with extensive fuel and convenience footprint including parts of NY and PA. Comparable on fuel + convenience model but materially larger scale and corporate (not family) ownership.

Direct peers

• Royal Farms: Mid-Atlantic c-store chain known for made-to-order chicken, fresh food, and competitive fuel pricing. Comparable to Crosby's on the fresh-food c-store playbook, regional footprint strategy, and fleet/B2B offerings.
• Sheetz: Family-owned Pennsylvania-based c-store chain with extensive made-to-order food (burgers, sandwiches, coffee, milkshakes), 24-hour operation, fuel, and proprietary loyalty/rewards program. Directly comparable on family ownership, scratch-kitchen food program, fuel mix, and Pennsylvania footprint overlap.
• Wawa: Family-owned Mid-Atlantic c-store chain known for made-to-order food (hoagies, soups, coffee) integrated with fuel; comparable to Crosby's on family ownership, made-to-order kitchen, fuel + food combination, and B2B fleet program. Operates a much larger footprint but competes in adjacent markets.
• Stewart's Shops: Employee-owned New York-based c-store chain (upstate NY, VT) with made-to-order food, fuel, dairy, and strong community roots. Most direct regional peer to Crosby's given shared New York footprint, comparable store count, and similar small-town operating model.

Regional players

• Country Fair: Family-owned regional c-store chain headquartered in Erie, PA — directly overlapping Crosby's NWPA market. Comparable on regional family-owned c-store positioning, fuel + food offering, and small-town focus.
• Kwik Fill: Regional c-store and fuel chain with locations in New York and Pennsylvania; overlaps significantly with Crosby's WNY/NWPA geography and serves similar small-town and highway-adjacent markets with fuel + convenience retail.

Market position

Weaknesses4 records

Competitive moat5 records

Key risks1 record

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Crosbysstores
• LinkedInlinkedin.com/company/crosbys-stores
• Instagraminstagram.com/crosbysstores
• Xx.com/CrosbysStores

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 Crosby's