Kelly Williamson Mobil

What Kelly Williamson Mobil does

Kelley Williamson Company is a family-owned convenience store and fuel distribution operator headquartered at 1132 Harrison Avenue, Rockford, Illinois. Founded in 1926 by Walter Williamson and Nate Kelley as Rockford Oil Company, the business has operated for 100 years and currently runs 50 Kelley's Market locations across Northern Illinois and Southern Wisconsin under the Mobil fuel brand, complemented by a 2-warehouse wholesale fuel and lubricant distribution division called KW Oil. The company serves commuters, road travelers, local community residents, and commercial/industrial customers with a multi-service retail format combining fuel, groceries, prepared foods, car washes, video gaming, lottery, ATMs, and propane exchange under one roof.

The core technology stack is conventional for convenience retail: a website and online ordering platform operated with Open Store/Gas Buddy, mobile/SMS marketing through the Kelley's Market Text Club, integration with the ExxonMobil Rewards+ loyalty program, and branded in-store equipment including LaserWash touch-free car wash systems (supplied with Simoniz USA chemicals), Fresh Blends automated smoothie machines, video gaming terminals from J&J Gaming and Accel Entertainment, and EV charging stations with CCS1 and CHAdeMO connectors at select sites. Franchise partners Noble Roman's Pizza, Which Wich Superior Sandwiches, and Paciugo Gelato provide branded food service at select locations.

Revenue is generated primarily through high-volume transaction fees across eight streams: fuel sales (Mobil gasoline, diesel, BQ9000 biofuels, CNG), convenience store merchandise, prepared food and restaurant franchise royalties, tiered car wash services, video gaming, lottery ticket sales, ATM transaction fees, and wholesale oil distribution through KW Oil. Pricing is pay-as-you-go with publicly disclosed tiers for car washes (Deluxe/Premium/The Works/Extreme Clean) and Noble Roman's pizza ($5.49-$16.99), while the ExxonMobil Rewards+ program offers 3¢/gallon at the pump and 2¢/dollar in-store earnings. The newest location opened in December 2025, taking the footprint to 50 stores, and the company is celebrating its 100-year anniversary in 2026 with a "100 Days of Free Gas" promotional campaign.

Name

Kelly Williamson Mobil

Legal name

Kelley Williamson Company

Website

https://kelleysmarket.com

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

11–50 employees

Short description

Kelley Williamson Company is a family-owned, 100-year-old convenience store and Mobil fuel distributor operating 50 Kelley's Market locations across Northern Illinois and Southern Wisconsin, with a 2-warehouse wholesale fuel and lubricant division (KW Oil) serving retail commuters and commercial customers.

Ownership category

akta.pro rank

Product category

Convenience Store Retail

NAICS

Gasoline Stations with Convenience Stores (457110), Gasoline Stations with Convenience Stores (45711), Petroleum Bulk Stations and Terminals (424710), Fuel Dealers (457210)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172), Wholesale-Petroleum Bulk Stations & Terminals (5171), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Branded Fuels Wholesaling & Jobber Distribution (EUALAIAB)

akta.pro secondary industries

Non-Fuel Retail & Ancillary Forecourt Services (Car Wash, Auto Care, ATM/Lottery, Parcel Lockers) (EUALAIAJ), Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD)

Keywords

• Convenience store retail
• Fuel distribution services
• Mobil gasoline retail
• Prepared food service
• Wholesale lubricant distribution

Headquarters

HQ city

Rockford

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fuel Sales: Sale of Mobil gasoline (Regular, Extra and Supreme+), diesel, and BQ9000 certified biofuels. CNG (Compressed Natural Gas) available at select locations.
2. Convenience Store Merchandise: Sale of grocery items, snacks, beverages, health and beauty products, tobacco, and general merchandise across all 50 locations.
3. Prepared Foods and Restaurant Franchises: Revenue from Kelley’s Café food service operations, Noble Roman’s Pizza, Which Wich sandwiches, Fresh Blends smoothies, and Paciugo Gelato at select locations. Franchise-based dining operations integrated within convenience stores.
4. Car Wash Services: Touch-free LaserWash car wash services at multiple locations with tiered pricing from Deluxe to Extreme Clean wash packages.
5. Video Gaming: In-store video gaming stations operated through partnerships with J&J Gaming and Accel Entertainment.
6. Lottery Sales: Retail lottery ticket sales as licensed lottery retailer in Illinois and Wisconsin.
7. ATM Transaction Fees: ATM services at locations partnered with Illinois Bank and Trust, Midlands State Bank, and BMO Harris Bank.
8. Oil Distribution: Wholesale fuel distribution and lubricant sales under KW Oil division, operating 2 oil distribution warehouses as industry leaders in the region.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Kelley Williamson Company operates 50 Kelley's Market convenience stores across Northern Illinois and Southern Wisconsin as a Mobil-branded fuel retailer, selling Mobil gasoline (Regular, Extra, Supreme+), diesel, BQ9000-certified biofuels, and CNG alongside convenience groceries, freshly prepared foods, franchise dining (Noble Roman's Pizza, Which Wich, Paciugo Gelato, Kelley's Cafe), LaserWash touch-free car washes, video gaming, ATMs, lottery, and Blue Rhino propane exchange. The company also runs a wholesale KW Oil division distributing fuel and lubricants from 2 warehouses to commercial and industrial customers in the region.

Product overview

Kelley's Market is a family-owned convenience store chain operating 50 locations across Northern Illinois and Southern Wisconsin, founded in 1926. The core offering combines Mobil gasoline fuels (Regular, Extra, Supreme+, diesel, and biofuels) with convenience retail under one roof. The product portfolio includes prepared food services through Kelley's Café, Noble Roman's Pizza franchise, Which Wich sandwich franchise, and Fresh Blends smoothie machines. Additional services encompass LaserWash touch-free car washes, video gaming centers, EV charging stations, CNG fueling, live bait, groceries, beer/wine/liquor, propane exchange (Blue Rhino), ATMs from local bank partners, lottery tickets, postage stamps, gift cards, and free air for tires. The chain participates in ExxonMobil Rewards+ loyalty program and operates its website in conjunction with Open Store/Gas Buddy platform.

Differentiator

Problem solved

Functional benefit

Brands

• Kelley’s Market: Convenience store brand operating under the Kelley Williamson Company umbrella, offering fuel, groceries, food service, and convenience items
• KW Oil
• Kelley's Cafe

Products and services

• Kelley's Market Convenience Stores Family-owned convenience store chain of 50 locations across Northern Illinois and Southern Wisconsin combining Mobil fuel sales, groceries, prepared foods, car washes, video gaming, lottery, ATMs, and ancillary convenience services under one roof.
• Mobil Gasoline (Regular, Extra, Supreme+) Branded Mobil gasoline fuels (Regular, Extra, and Supreme+) sold at all 50 Kelley's Market locations with ExxonMobil Rewards+ loyalty integration.
• Diesel and BQ9000 Biofuels

Quantifiable outcome

• Earn at least 3¢/gal in points at fuel pump and 2¢/dollar in points at store through ExxonMobil Rewards+ program

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core, major and minor.

• ExxonMobilcoreStrategic or Co-development PartnerKelley Williamson Company operates as an ExxonMobil distributor offering Mobil gasoline (Regular, Extra and Supreme+), diesel, and BQ9000 certified biofuels at all 50 Kelley’s Market locations. The company participates in the ExxonMobil Rewards+ loyalty program, allowing customers to earn points on fuel and in-store purchases. The partnership includes access to ExxonMobil’s brand, marketing support, and Educational Alliance Program for schools.
• Rosecrance FoundationmajorGTM or Marketing PartnerKelley’s Market partners with the Rosecrance Foundation to support mental health and substance use recovery. The ‘Rosecrance Roundup’ campaign allows customers to round up purchases, purchase icons, or make donations at all 50 Kelley’s Market locations, with funds supporting the Griffin Williamson Rosecrance Campus.
• American Cancer SocietymajorGTM or Marketing PartnerKelley’s Market is presenting sponsor of the Rockford Making Strides Against Breast Cancer Walk. During October, customers can make donations and round up at registers, with additional fundraising through pink coffee cups and merchandise sales.
• St. Jude Children’s Research HospitalmajorGTM or Marketing PartnerPartnership supporting St. Jude’s mission to end childhood cancer. Kelley’s Market accepts round-ups and donations at registers, with 100% of funds going directly to St. Jude’s mission.
• Noble Roman’scoreChannel Partner/ Reseller/ DistributorFranchise pizza operation offering carryout pizza, Take and Bake, breakfast items, chicken, sandwiches, wraps, breadsticks, and burgers at Kelley’s Market locations including Alpine Mobil, Harrison Avenue Mobil, Loves Park Mobil, North Main Mobil, Cortland Mobil, North 2nd Street Mobil, South Main Mobil, and Jefferson Street Mobil.
• Which Wich Superior SandwichescoreChannel Partner/ Reseller/ DistributorFast casual sub sandwich franchise operating at Tyler Creek Mobil (Pingree Grove), Huntley Mobil, and Applewood Mobil (Loves Park) locations. Also features Paciugo Gelato Caffè at Tyler Creek and Huntley locations.
• Fresh BlendsminorChannel Partner/ Reseller/ DistributorSmoothie and frozen beverage franchise offering all-natural smoothies, cold brews, shakes, refreshers, and frappes through automated Fresh Blends smoothie machines at many Kelley’s Market locations.
• Blue RhinominorChannel Partner/ Reseller/ DistributorPropane exchange service available at select Kelley’s Market locations, providing exchange of empty propane tanks for filled ones for grilling, heating, and RV use.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Kwik Trip: Kwik Trip is a family-owned Midwest c-store and fuel chain with strong presence in Wisconsin, Illinois, and Minnesota, mirroring Kelley's Market's regional Midwest footprint, branded fuel strategy, and broad in-store offering.
• Sheetz: Sheetz is a family-owned convenience and fuel chain famous for made-to-order food and 24/7 operations — directly comparable to Kelley's Market's family ownership, food-service focus, and broader-format c-store model.
• Murphy USA: Murphy USA operates fuel-led convenience stores across the U.S., offering a smaller-format c-store + fuel model comparable to Kelley's Market's forecourt-centric mix while operating at substantially larger scale.
• RaceTrac: RaceTrac operates fuel and c-store locations with a focus on fresh food and large-format stores, comparable to Kelley's Market's expanded multi-service convenience offering including café and franchise food brands.
• Casey's General Stores: Casey's is the largest Midwest convenience store and fuel operator (2,500+ stores across 17 states), directly comparable to Kelley's Market in terms of c-store + fuel + prepared food mix and overlapping geography in Iowa, Illinois, and Wisconsin.

Broad incumbents

• BP Retail (ampm): BP's ampm convenience network is a major global fuel-and-convenience incumbent, relevant as a global oil major's retail brand arm similar to ExxonMobil's role for Kelley's Market.
• Pilot Flying J: Pilot Flying J (Berkshire Hathaway) is a major travel-center and c-store chain, broadly comparable to Kelley's Market for its fuel + c-store + food combination, but operates at larger highway-truck-stop scale.
• 7-Eleven: 7-Eleven is the largest U.S. c-store operator (now including Speedway), running branded fuel and convenience retail across the country — a broad incumbent comparable to Kelley's Market for both direct competition and as the sponsor of the ExxonMobil / Mobil fuel brand.
• Wawa: Wawa is a private, family-owned c-store and fuel chain with a differentiated prepared-food offering and loyalty program, comparable to Kelley's Market as a regional family-owned operator emphasizing food and customer experience.
• QuikTrip Corporation: QuikTrip is a large, privately-held c-store and fuel chain with strong Midwest and Southern U.S. presence, comparable to Kelley's Market as a privately-owned multi-service convenience operator running branded fuel and large-format stores.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/kelleysmarket
• Instagraminstagram.com/kelleysmarket
• LinkedInlinkedin.com/company/kelly-williamson-mobil

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 Kelly Williamson Mobil