FastLane

What FastLane does

FastLane is the convenience store retail brand of Warrenton Oil Company (WOCO), a privately held, family-owned conglomerate founded in 1972 by R.G. and Betty Baker as First Capitol Oil in St. Charles, Missouri. The company operates multiple convenience store locations across Missouri — with one confirmed location in Elsberry — serving individual consumers, commuters, truck drivers, fleet operators, and pet owners. The offering combines fuel, fresh prepared food (FL Foodie: pizza, burgers, chicken sandwiches, breakfast items), snacks, beverages, beer, tobacco, and household essentials, augmented by ancillary services including FL Car Wash, a dedicated 24/7 FL Truck Wash facility in Truesdale, self-serve Pup Wash stations with complimentary off-leash dog parks, and a points-based VIP Loyalty Program (KickBack).

The underlying technology stack is a conventional retail digital ecosystem rather than a differentiated platform. A proprietary mobile app on iOS and Android (com.rovertown.fastlane on Google Play) handles loyalty card linking, car wash membership activation, and store discovery. Online ordering for pickup and delivery (FastLane To-Go) is powered through a VroomDelivery integration, with a $10 delivery minimum and age-restricted product verification. Car wash and truck wash subscriptions are billed recurring via Stripe. The KickBack loyalty program (1 point = $0.01, redeemable like cash) wraps multiple reward clubs (H2O Club, Coffee Club, Pizza Clubs, Triple Meal Play Club) around purchasing behavior. Recruiting is handled through Paycom. There is no disclosed AI/ML capability, no patents, and no proprietary technology differentiator beyond these standard integrations.

Revenue is generated through six streams: per-transaction fuel sales (transaction fee), in-store and online food and convenience retail (transaction fee), recurring car wash memberships ($20–$30/month) and truck wash memberships ($100–$175/month), single-wash transactions, self-serve pup wash sessions ($15 per 25 minutes), and loyalty-driven transaction uplift. The go-to-market is direct-to-consumer through physical storefronts, supplemented by the mobile app and online ordering channel. The company is privately held with no external institutional investors, no public revenue disclosure, no funding rounds, and no headcount data available.

Name

FastLane

Legal name

FastLane C-Store

Website

https://refuelyourday.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

FastLane is a family-owned Missouri convenience store chain offering fuel, food, car washes, truck washes, dog wash services, and a points-based loyalty program to consumers, commuters, truck drivers, fleet operators, and pet owners through multiple retail locations and a supporting mobile app.

Ownership category

akta.pro rank

Product category

Convenience Retail

NAICS

Gasoline Stations with Convenience Stores (45711), Gasoline Stations with Convenience Stores (457110), Convenience Retailers (445131)

akta.pro primary industry

Foodservice-Led Convenience Stores (QSR/Hot Food Focus) (CRAHABAH)

akta.pro secondary industry

Hot Hold & Ready-to-Eat Meals (Rotisserie, Hot Bar, Entrées) (CRAHAKAB)

Keywords

• Convenience retail
• Fuel services
• Car wash memberships
• Fresh prepared food
• Loyalty rewards

Headquarters

HQ city

Warrenton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fuel Sales: FastLane convenience stores sell gasoline and diesel fuel, driving primary foot traffic. The stores are conveniently located to serve commuters and travelers.
2. Food and Convenience Retail: Sale of fresh food, snacks, drinks, everyday essentials, prepared meals (pizza, sandwiches, burgers, chicken sandwiches, breakfast items), beer and beverages, tobacco products, and household items. Revenue is generated per-transaction at point of sale or via online ordering with pickup/delivery.
3. Car Wash Memberships: Monthly subscription memberships for car washes (Clean, Shine, Protect tiers at $20-30/month) and truck washes (memberships at $100-175/month including 6 washes per month). Single wash purchases also available. Revenue is recurring on a monthly basis billed via Stripe through the FastLane app.
4. Pup Wash Services: Self-serve dog wash stations at two PupWash locations, charging $15 per 25-minute session with additional treats and towels available for $2 each.
5. KickBack Loyalty Points: Points-based loyalty currency where each point = $0.01, earned on qualifying purchases and redeemable like cash. While not a direct revenue stream, it drives customer retention and increased purchase frequency.
6. Truck Wash Services: Single wash and monthly membership truck wash services for semi-trucks, RVs, trailers, and other large vehicles at dedicated truck wash facility in Truesdale, MO, open 24/7.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

FastLane operates a multi-service convenience retail chain offering gasoline and diesel fuel, fresh prepared food and everyday essentials, automatic car washes, a dedicated truck wash facility, self-serve dog washes, and a points-based loyalty rewards program. The company combines physical storefronts across Missouri with a mobile app, online pickup/delivery ordering (FastLane To-Go), and subscription-based wash memberships billed through Stripe.

Product overview

FastLane is a convenience store chain owned by Warrenton Oil Company (WOCO), operating across the Midwest region. The core offering combines convenience retail with ancillary services: FastLane Convenience Stores serve as the foundation, while FastLane To-Go (powered by VroomDelivery integration) provides food ordering for pickup/delivery. Vehicle services include FL Car Wash, FL Truck Wash, and FL Wash Memberships (subscription plans), plus Pup Wash & Parks for pet grooming. The VIP Loyalty Program (KickBack integration) ties the ecosystem together, enabling customers to earn and redeem points across fuel, food, and car wash purchases.

Differentiator

Problem solved

Functional benefit

Brands

• FL Wash: Car and truck wash services with membership plans offering unlimited washes
• FL Foodie
• Pup Wash & Parks
• VIP Loyalty Program (KickBack)

Products and services

• FastLane Convenience Stores Multi-location convenience retail chain offering gasoline and diesel fuel, fresh prepared food, snacks, beverages, tobacco products, and everyday essentials to individual consumers and commuters across Missouri and the broader Midwest.
• FastLane To-Go Online food and essentials ordering service enabling customers to order fresh food, meals, beer, beverages, tobacco, snacks, and household items for pickup or delivery from participating FastLane locations, powered by the VroomDelivery integration.
• FL Car Wash Automatic car wash service for cars, trucks, and SUVs available at select FastLane store locations, with multiple wash tiers and optional monthly subscription memberships.
• FL Truck Wash Dedicated 24/7 truck wash facility at 3535 S Spoede Ln, Truesdale, MO serving semi-trucks, trailers, fuel tankers, motorhomes, travel trailers, flatbed trailers, and other large vehicles, with attended wash hours Monday-Friday 8am-5pm.
• Pup Wash & Parks Self-serve dog wash stations offering 25-minute wash sessions at $15 per session with treats and towels available for $2 each, plus two free off-leash dog parks at select locations for pet owners.
• FL Foodie Fresh prepared food service at FastLane locations offering breakfast sandwiches, pizza, burgers, chicken sandwiches, and desserts for in-store, pickup, and delivery consumption.
• VIP Loyalty Program (KickBack) Points-based customer rewards program where customers earn KickBack points on qualifying purchases (each point equal to $0.01), redeemable like cash at participating FastLane locations, with multiple reward clubs including H2O Club, Triple Meal Play Club, Coffee Club, Whole Pizza Club, and Hunk a Pizza Club.

Named customers2 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

Integration4 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Warrenton Oil Company (WOCO)coreOthersWarrenton Oil Company (WOCO) is the parent company of FastLane convenience stores. Founded in 1972 by R.G. and Betty Baker as First Capitol Oil, the company acquired Warrenton Oil Company in 1984 and expanded through acquisitions including Columbia operations of Davis Oil in 1993. All eight of the founders' children actively contribute to the company's operations. WOCO also owns car/truck washes, restaurants, and hotels.
• KickBack PointscoreTechnology or IntegrationKickBack Points is a loyalty program provider that powers FastLane's VIP Loyalty Program. Customers earn KickBack Points on qualifying purchases (each point = $0.01), redeemable like cash at participating FastLane locations. The program includes multiple reward clubs (H2O Club, Triple Meal Play Club, Coffee Club, Pizza Clubs) and prize giveaways up to $10k.
• VroomDeliverycoreTechnology or IntegrationVroomDelivery powers FastLane's online ordering platform (FastLane To-Go), enabling customers to order food, beverages, snacks, beer, tobacco, and household items for pickup or delivery from participating FastLane locations. The platform handles product categorization and checkout integration.
• StripecoreTechnology or IntegrationStripe is the payment processing provider used for FastLane's car wash membership billing. Monthly subscription payments for FL Wash memberships (Clean, Shine, Protect plans) are processed through Stripe via the FastLane app.
• PaycomminorChannel Partner/ Reseller/ DistributorPaycom provides the online applicant tracking system (ATS) used by FastLane for recruiting and job applications. Job seekers are directed from FastLane's careers page to Paycom's portal to view and apply for open positions including Customer Service/Cashiers, Management & Shift Lead, Deli Cashier, and Car Wash Attendant roles.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• TA Travel Centers (TravelCenters of America): Network of travel centers serving commercial truck drivers and motorists with fuel, full-service truck washes, and food; comparable on commercial-truck wash and fleet services offered by FastLane.
• 7-Eleven: Global c-store incumbent operating fuel + convenience + proprietary 7Rewards loyalty across thousands of U.S. locations; sets the structural template for fuel-anchored c-store economics that FastLane operates within.
• Pilot Flying J: Largest U.S. travel-center chain serving long-haul truckers with fuel, showers, and washes; directly comparable on the truck-wash / commercial fleet angle that FastLane pursues at its Truesdale facility.
• Wawa: Large privately held c-store chain known for prepared food and fuel; broadly comparable model (fuel + fresh food + loyalty) but East-Coast-centric with smaller Midwest presence than Casey's/QuikTrip.

Direct peers

• QuikTrip: Private, large-format c-store chain operating across the Midwest and South with integrated fuel, fresh food, and proprietary loyalty; same fuel + prepared-food + multi-service c-store model.
• Kum & Go: Midwestern c-store and fuel chain acquired by Maverik in 2023; overlapping footprint in Missouri/Iowa/Nebraska with comparable fuel + convenience + fresh food offering.
• Casey's General Stores: Large Midwestern c-store chain with fuel, prepared food (pizza, donuts), and in-store kitchens. Direct comparable on geography (Casey's is headquartered in Iowa and densest in IA/MO/NE), fuel+c-store model, and prepared-food focus.
• Maverik: Regional c-store/fuel chain expanding in the Midwest via the Kum & Go acquisition; comparable fuel-anchored convenience model with fresh-food and proprietary rewards programs.
• RaceTrac: Family-owned regional c-store and fuel chain (Southeast/Midwest expansion) with similar fuel + fresh food + private-label architecture; comparable size and family-ownership profile.
• Kwik Shop: Convenience store and fuel chain (part of EG Group) operating in the Midwest; comparable neighborhood-scale c-store + fuel model with strong overlap in trade area with FastLane.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/FastLaneMO
• LinkedInlinkedin.com/company/fastlane-convenience-stores
• Instagraminstagram.com/fastlane.mo
• Xx.com/FastLaneCStore

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 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 FastLane