HOP Shops Convenience Stores

What HOP Shops Convenience Stores does

HOP Shops Convenience Stores is a regional chain of 15 convenience stores and truck plazas operating across Northern Kentucky, Southwest Ohio, Owensboro KY, and Rockport IN. Founded in 1966 as part of the Emmick family's petroleum business, the chain is owned by Valor LLC (a parent company that also operates 5 petroleum bulk plants in Kentucky, 1 in South Carolina, a Race Fuel Division, and 111 Retail Convenience Store Dealer locations). President Josh Emmick leads Valor LLC. The HOP Shops brand serves two primary customer segments: individual motorists and travelers stopping for fuel, snacks, and food-to-go, and commercial trucking operators using the two dedicated Truck Plaza locations.

Core products include fuel sold under Marathon and Sunoco branding, convenience retail (snacks, food-to-go, prepaid gift cards), Chester's Chicken at select stores, and freshly ground Bean-to-Cup coffee at $0.99 per 16oz cup. The chain's signature differentiator is the "Disco Bathrooms" — a registered trademark/trade dress feature with custom lighting, curated throwback playlists, and a disco atmosphere installed at six of the 15 stores, pioneered by VP of Retail Operations and Marketing Damon Bail. The Ribbiting Rewards mobile loyalty program (launched July 2025) provides stackable daily $0.05/gal discounts, tiered new-member bonuses up to $0.30/gal, 1% fuel cashback, and 2% in-store cashback in Hopper Bucks.

Revenue is generated primarily through fuel sales (transaction-based) and in-store retail. The go-to-market motion is community-led and experience-driven: in-store events (First Responder Dance Off, March Snackness tournament, $10,000 Cruise Giveaway with Coca-Cola and RJ Reynolds), social media UGC campaigns (TikTok, Instagram, Facebook), a podcast, and email/blog content under the "What's Hoppin'" brand. Distribution is entirely physical through the 15-store retail footprint, with HOP Shops operating as a private subsidiary of Valor LLC with no disclosed external funding or public listing.

Name

HOP Shops Convenience Stores

Legal name

Hop Shops LLC

Website

https://hopshops.com

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

11–50 employees

Short description

HOP Shops Convenience Stores is a family-owned chain of 15 convenience stores and truck plazas across Northern Kentucky, Southwest Ohio, Owensboro KY, and Indiana, serving motorists and commercial trucking operators with fuel, snacks, food-to-go, and a signature Disco Bathroom experience.

Ownership category

akta.pro rank

Product category

Convenience Store Retail

NAICS

Grocery and Convenience Retailers (4451), Gasoline Stations with Convenience Stores (45711), Convenience Retailers (445131)

SIC

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

akta.pro primary industry

Fuel Stations with Convenience Retail (Forecourt C-Stores) (CRANAJAB)

Keywords

• Convenience store retail
• Fuel station operations
• Truck plaza services
• Loyalty rewards program
• Food service retail

Headquarters

HQ city

Florence, Kentucky

HQ country

United States

HQ region

North America

Offices15 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fuel Sales: Primary revenue from selling high-quality fuels (all grades) at convenience store and Truck Plaza locations. Fuel brands include Marathon and Sunoco. Discounts offered through Marathon Rewards and Ribbiting Rewards loyalty program.
2. Convenience Store Retail: Revenue from snacks, food-to-go, beverages including bean-to-cup coffee, and other convenience items sold in-store. Also includes prepaid gift cards (Marathon Gift Cards, Sunoco Gift Cards). Chester's Chicken available at select locations.
3. On-Demand Pay Workforce Service: Internal employee benefit that allows staff to access earned wages on demand through a mobile app, same-day direct deposit. This is a workforce benefit rather than a direct revenue stream.
4. Loyalty Program / Hopper Bucks: Ribbiting Rewards loyalty program drives customer retention and increased spend. Hopper Bucks earned on fuel (1% back) and in-store purchases (2% back) can be redeemed for extra cents off per gallon, stacking with base $0.05/gallon discount. The program includes promotional entry-based giveaways sponsored by Coca-Cola and RJ Reynolds.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

HOP Shops operates a chain of 15 convenience stores and truck plazas across Northern Kentucky, Southwest Ohio, and Owensboro KY, selling high-quality fuels (Marathon, Sunoco, and Renegade Race), snacks, food-to-go, freshly ground bean-to-cup coffee, and convenience items to motorists and travelers. The chain is differentiated by its signature "Disco Bathrooms" themed restroom experience and the Ribbiting Rewards loyalty program offering fuel savings and Hopper Bucks cashback.

Product overview

HOP Shops Convenience Stores operates as a chain of 15 convenience stores and truck plazas across Northern Kentucky, Southwest Ohio, and Owensboro KY, providing high-quality fuels, snacks, and services to motorists. The portfolio includes two store formats: Food Marts serving general travelers and Truck Plazas catering to commercial drivers. The chain is distinguished by its signature 'Disco Bathrooms' with custom lighting and music at six locations. Core products center on fuel sales (including Renegade Race fuel), convenience retail, and Chester's Chicken food service. The Ribbiting Rewards loyalty program offers tiered fuel discounts, in-store cashback in 'Hopper Bucks,' and redemption options at the pump. Gift cards for Marathon and Sunoco are also available. Employee services include on-demand pay through a mobile app.

Differentiator

Problem solved

Functional benefit

Brands

• Ribbiting Rewards: Loyalty rewards program offering fuel savings (up to $0.30/gallon discount), 2% back on in-store purchases, and Hopper Bucks redemption.
• Disco Bathrooms

Products and services

• HOP Shops Convenience Stores and Truck Plazas A chain of 15 convenience stores and truck plazas across Northern Kentucky, Southwest Ohio, and Owensboro KY offering fuel, snacks, food-to-go, and amenities to motorists and travelers.
• Food Marts and Truck Plazas Two retail store formats: Food Marts serving general travelers and Truck Plazas (Owensboro, Lewisport, Reo) specifically serving commercial trucking drivers with expanded services.
• Famous Disco Bathrooms Signature themed restroom experience with custom lighting, curated throwback playlists, and disco atmosphere, installed at six HOP Shops locations.
• Ribbiting Rewards Loyalty Program Mobile app-based loyalty program offering three components: Instant Savings (tiered discounts up to $0.30/gal on first three visits), Drive Dividend ($0.05/gal everyday plus 1% Hopper Bucks back on fuel), and In-Store Rewards (2% back on in-store purchases). Hopper Bucks redeemable for extra cents off per gallon.
• Bean to Cup Coffee Freshly ground bean-to-cup coffee sold at $0.99 per 16oz cup, available across HOP Shops locations.
• Renegade Race Fuel Specialty racing and high-performance fuel offered at select HOP Shops locations (Williamstown, Campbellsburg).
• Chester's Chicken Fried chicken food service available at select HOP Shops locations, including Verona (Disco Bathrooms).
• Marathon Gift Cards Prepaid Marathon gift cards sold at select HOP Shops locations including Florence, Hawesway Truck Plaza, and others.
• Sunoco Gift Cards Prepaid Sunoco gift cards available at Mt. Zion and Maineville HOP Shops locations.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered minor.

• Coca-ColaminorGTM or Marketing Partner · 1 April 2026Coca-Cola is a co-sponsor of the $10,000 Cruise Package Giveaway promotion running from April 1 to December 21, 2026. Consumers who purchase Coca-Cola products (Core / Powerade in Q2, Sprite / Coke in Q3) at HOP Shops locations and link purchases to their Ribbiting Rewards account receive entries into the cruise giveaway.
• RJ Reynolds (Velo Deals)minorGTM or Marketing Partner · 1 April 2026RJ Reynolds is a co-sponsor of the $10,000 Cruise Package Giveaway promotion (April 1 - December 21, 2026). RJ Reynolds Velo Deals promotional products purchased at HOP Shops locations qualify for entry into the cruise giveaway when linked to a Ribbiting Rewards account.
• Coca-Cola / RJ Reynolds (Joint Sponsorship)minorGTM or Marketing Partner · 1 April 2026Joint sponsorship of the $10,000 Cruise Package Giveaway promotion where purchasing eligible promotional products (Core/Powerade, Sprite/Coke, Energy Drinks, and RJ Reynolds Velo Deals) at HOP Shops generates entries into a December 22, 2026 random drawing for a $10,000 cruise package including cruise certificate and VISA gift card for hotel and flight.

Scale indicators5 records

Recent moves6 records

Expansion highlights12 records

Direct peers

• Speedway (7-Eleven): Operates a large network of fuel-station-with-convenience-store locations across the U.S. with integrated loyalty programs. Highly comparable to HOP Shops on fuel + convenience retail format and customer base of motorists/travelers.
• Sheetz: Family-owned convenience store chain combining fuel with made-to-order food, custom ordering kiosks, and a tiered loyalty/rewards program. Comparable to HOP Shops on the food-mart-plus-fuel format and multi-tier loyalty mechanics.
• Love's Travel Stops: Travel-stop chain operating fuel, food, and amenities with a strong focus on commercial trucking and highway locations. Comparable to HOP Shops on Truck Plaza positioning and travel-corridor footprint.
• Buc-ee's: Large-format travel-center chain known for iconic brand experience, clean facilities, and broad merchandise. Comparable to HOP Shops on experience-led differentiation in the fuel + convenience travel category.
• Casey's General Stores: Publicly traded c-store chain with strong fresh-prepared-food program and broad small-town footprint. Comparable to HOP Shops on convenience-led retail with differentiated food offerings and rural/community positioning.
• Wawa: Privately held convenience chain known for differentiated in-store experience, fresh food, and a strong loyalty program. Comparable to HOP Shops on experience-led brand differentiation combined with fuel + c-store retail.
• QuikTrip: Privately held c-store chain operating fuel + convenience locations along highways and in neighborhoods with strong fresh-food programs. Comparable to HOP Shops on fuel-led convenience format and privately held, employee-focused operating model.
• Pilot Flying J: Major travel-center network combining fuel, food service, and truck-plaza amenities for both motorists and commercial trucking. Directly comparable to HOP Shops' dual Food Mart + Truck Plaza format and travel-corridor strategy.
• RaceTrac: Family-owned convenience and fuel retailer focused on travel-corridor locations with fresh food, coffee, and loyalty rewards. Closely comparable to HOP Shops on family ownership, fuel + c-store format, and traveler-focused positioning.

Broad incumbents

• Circle K (Couche-Tard): One of the largest globally diversified c-store operators with broad fuel + convenience format and a large loyalty program. Comparable as a broader incumbent competing in the same convenience + fuel category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/hopshopsconven
• Facebookfacebook.com/HOPShopsConvenienceStores
• Instagraminstagram.com/hopshopsconveniencestores
• TikToktiktok.com/@hopshopsconveniencestore
• LinkedInlinkedin.com/company/hop-shops-convenience-stores

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 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 HOP Shops Convenience Stores