New Sunrise

What New Sunrise does

New Sunrise Pty Ltd is an Australian private company founded in 1998 and headquartered in Chatswood, New South Wales, that operates a network of over 1,200 branded convenience stores co-located with petrol stations across Australia under the 'Sunrise Local Store' banner. The business does not own or operate the retail sites directly; instead it runs a franchise/brand-partnership model in which independent petrol-station and convenience-store operators — including sites branded under Shell, BP, Caltex, Ampol, Liberty, Sunstate, TASCO, Brighton Petroleum and Atlas Fuel — affiliate to Sunrise for branding, marketing, and promotional support delivered through the Passport to Profit program. The corporate entity supplies curated in-store offerings such as Jill & Jack Daily gourmet pies and The Common Good Coffee (which donates $1 per kilogram sold to Beyond Blue), the Grabbit Local loyalty card, and a rolling calendar of national promotions co-funded by CPG partners including Cadbury, Coca-Cola, Up & Go and Chiko.

The technology stack is intentionally light: no proprietary platform, APIs or AI/ML capability are disclosed, with the digital surface limited to a consumer store-locator (including an AED/Heart of the Nation safety map), competition-entry portals, separate members and supplier login portals, and standard social media channels on Facebook and Instagram. The company monetises through a combination of recurring partnership/affiliation fees from operators, supplier and brand-partner co-marketing contributions, and transaction-linked activity across the network, while the underlying retail fuel and convenience sales are captured by the independent store operators themselves. The firm employs 71 people at its Chatswood corporate office and has been described in its own materials as the '#1 retailer' in Australian petrol and convenience retail, although no externally verified revenue or market-share figures are available.

The customer base is structurally diversified across more than 1,200 independent SMB operators and millions of end consumers spread across every Australian state and territory, with documented customer-outcome gains at affiliated stores (for example, 34.98% growth in restaurant sales and 84.79% growth in takeaway food sales at Wimpy's Wodonga from 2020/21 to 2023/24). Strategic emphasis is placed on community positioning, mental-health and safety initiatives (Heart of the Nation AED rollout, Beyond Blue coffee partnership), and event-driven consumer engagement (competitions such as Sunny's Getaway), rather than on technology differentiation.

Name

New Sunrise

Legal name

New Sunrise PTY LTD

Website

https://newsunrise.com.au

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

51–100 employees

Short description

New Sunrise is an Australian private company that operates a franchise-style network of over 1,200 branded convenience stores co-located with petrol stations, providing branding, marketing, and promotional programs to independent fuel retailers across Australia.

Ownership category

akta.pro rank

Product category

Petrol and Convenience Retail Services

NAICS

Gasoline Stations with Convenience Stores (457110)

SIC

Retail-Convenience Stores (5412)

akta.pro primary industry

Traditional Convenience Stores (C-Stores) (CRAHABAA)

Keywords

• Convenience retail network
• Petrol station branding
• Franchise partnership program
• Branded store marketing
• Convenience store services

Headquarters

HQ city

Chatswood

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Convenience Retail Sales: Sale of snacks, beverages, tobacco products, and general merchandise through over 1200 branded store locations across Australia. Stores offer grab-and-go food, coffee, and everyday convenience items.
2. Fuel Sales: Petrol and fuel sales through affiliated petrol station partners operating under the Sunrise Local Store brand. Stores are located at petrol stations across Australia.
3. Branded Store Partnership Fees: Franchise/brand partnership fees from independent retailers who join the Sunrise Local Store network, gaining access to promotional programs, marketing support, and operational frameworks.
4. Coffee Sales: Freshly brewed coffee and coffee products sold through branded stores, including The Common Good Coffee partnership where $1 per kilogram sold is donated to Beyond Blue.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

New Sunrise operates a franchise/brand partnership network of over 1,200 locally owned and independent convenience stores co-located with petrol stations across Australia. The corporate entity provides branding, promotional programs, operational frameworks, and marketing support to affiliated independent store operators, while the stores sell fuel, snacks, beverages, freshly brewed coffee, and grab-and-go food items.

Product overview

New Sunrise operates a convenience retail network under the Sunrise Local Store brand — a single unified store brand spanning over 1200 locally owned and independent petrol-station convenience stores across Australia since 1998. The portfolio includes the core Sunrise Local Store brand (fuel, snacks, beverages, and services), supported by branded food sub-offers such as Jill & Jack Daily (gourmet pies and sausage rolls) and The Common Good Coffee (premium coffee blends with Beyond Blue donations). Additional offerings include the Grabbit Local loyalty card program and a suite of promotional campaigns (Red Hot Deals, competitions, seasonal giveaways). The network is connected via an online store locator, with stores also equipped with AED (Automated External Defibrillator) devices for community safety.

Differentiator

Problem solved

Functional benefit

Brands

• Sunny: Company mascot - a kookaburra character representing the brand's friendly service and community spirit
• Grabbit Local
• Passport to Profit

Products and services

• Sunrise Local Store Network A franchise/brand partnership network of over 1,200 locally owned and independent convenience stores operating within petrol stations across Australia, providing fuel, snacks, beverages, grab-and-go meals, and coffee to local communities and travelers.
• Passport to Profit Program The franchise/membership program that provides independent petrol station and convenience store operators with branding, promotional support, marketing materials, and operational frameworks to compete with major oil-company chains.
• Jill & Jack Daily A branded food sub-brand offering gourmet meat pies and sausage rolls available at Sunrise Local Stores for grab-and-go meals.
• The Common Good Coffee A coffee brand partner offering premium blends and single-origin beans at Sunrise Local Stores, with $1 per kilogram donated to Beyond Blue in support of Australian mental health initiatives.
• Grabbit Local Loyalty Card A loyalty card program that allows customers to earn rewards and access exclusive deals at participating Sunrise Local Stores across Australia.
• Sunrise Promotional Programs Promotional programs including Red Hot Deals, competitions, giveaways, and seasonal promotions such as Sunny's Getaway holiday prizes and fuel card giveaways offered through Sunrise Local Stores.

Quantifiable outcome

• Restaurant Sales – Increased by 34.98% through focus on quality food, competitive pricing and welcoming atmosphere
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

18 partnerships are on record, tiered minor and core.

• Up & GominorGTM or Marketing Partner · 1 January 2025Up & Go Win Good Stuff promotion ran January to March 2025 with prize pool up to AUD $100,000.
• Coca-ColaminorGTM or Marketing Partner · 1 January 2025Coke Studio promotion partnership offering tickets to iconic festivals and instant music prizes. Promotion ran January to April 2025.
• Mondelez International (Cadbury)minorGTM or Marketing Partner · 1 January 2024Brand partnership for Cadbury competitions at Sunrise Local Stores. 'Win $250 Free Fuel every day' promotion ran from November 2023 to January 2024 with eligible Cadbury products.
• Simplot (Chiko)minorGTM or Marketing Partner · 1 November 2023Chiko Summer Giveaway promotion partnership. 'Grab a Chiko Roll and Win 1 of 20 $500 Visa Cards' ran November 2023 to January 2024.
• Brighton PetroleumcoreChannel Partner/ Reseller/ Distributor · 1 January 2022Brighton Petroleum joined the Sunrise brand since 2022 as part of the Passport to Profit Program. Located in Melbourne's prestigious Brighton suburb.
• Atlas FuelcoreChannel Partner/ Reseller/ Distributor · 1 January 2021Atlas Fuel operates branded Sunrise stores across WA and QLD. First branded store opened in Kwinana WA in 2021, growing to 15 stores by 2024. Atlas Fuel Geraldton grand opening was September 2024.
• The Common Good CoffeecoreStrategic or Co-development PartnerCoffee supplier partnership where The Common Good Coffee is sold through Sunrise Local Stores. The company is dedicated to giving back to communities, mental health, and the environment. $1 goes to Beyond Blue for every kilogram of coffee sold, supporting mental health initiatives in Australia.
• Beyond BlueminorStrategic or Co-development PartnerMental health support organization receiving $1 per kilogram of The Common Good Coffee sold through Sunrise Local Stores. 20 years of trusted mental health support in Australia.
• Jill & Jacks DailycoreChannel Partner/ Reseller/ DistributorFood brand partnership providing gourmet pies and sausage rolls to Sunrise Local Stores. Jill and Jacks provides great service and delicious meat pies and sausage rolls, sold as grab-and-go items at participating stores.
• Shell (Various branded stores)coreChannel Partner/ Reseller/ DistributorShell-branded petrol stations operating as Sunrise Local Stores including Shell Kingsthorpe, Shell Chinderah Bay, and others across Australia.
• BP (Various branded stores)coreChannel Partner/ Reseller/ DistributorBP-branded petrol stations operating as Sunrise Local Stores including BP St George, BP Bolwarra, and others across Australia.
• Caltex (Various branded stores)coreChannel Partner/ Reseller/ DistributorCaltex-branded petrol stations operating as Sunrise Local Stores including Caltex Rockhampton, Caltex Harden, and others across Australia.
• Ampol (Various branded stores)coreChannel Partner/ Reseller/ DistributorAmpol-branded petrol stations operating as Sunrise Local Stores including Ampol Sea Lake, Ampol Keith Gateway Cafe, Ampol Baillie Street Horsham, and others.
• Liberty (Various branded stores)coreChannel Partner/ Reseller/ DistributorLiberty-branded independent service stations operating as Sunrise Local Stores including Liberty Sarina, Liberty Traralgon, Liberty D'Aguilar, Liberty Narrandera, Liberty Imbil, and others.
• TASCO PetroleumcoreChannel Partner/ Reseller/ DistributorTASCO Petroleum network operating branded Sunrise stores including Wimpy's Wodonga, The Cliffs Roadhouse, and others. First Big Bite food brand store launched at Ampol Sea Lake.
• Sunstate PetroleumcoreChannel Partner/ Reseller/ DistributorSunstate Petroleum operates branded Sunrise stores in Queensland including Shell Kingsthorpe and Liberty Maryborough.
• Accelerate TrainingminorImplementation/ SI/ Consulting PartnerTraining provider engaged to equip store staff with customer service skills, helping develop highly trained teams for branded Sunrise stores.
• Greg Page / Heart of the NationminorStrategic or Co-development PartnerNew Sunrise and Sunrise Local Stores support Greg Page in increasing survival rates through AED (Automated External Defibrillator) placement in stores. Part of the 'Chain of Survival' initiative for heart attack emergencies.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• NightOwl Convenience: Australian convenience chain operating late-night and 24-hour stores; comparable grab-and-go assortment and franchise model targeting similar local-community and traveller segments, though with less petrol forecourt integration.
• United Petroleum: Independent Australian fuel and convenience operator competing for the same independent retail partners and end consumers; comparable convenience store format at fuel sites and similar franchise/brand-partnership structure.
• On The Run (OTR): South Australian-headquartered petrol-and-convenience chain with a growing national footprint; directly comparable franchise/partner model at petrol forecourts, similar grab-and-go food and coffee sub-brands, and overlapping target customer (road users and local communities).
• Metro Petroleum: Independent Australian fuel and convenience retailer; directly comparable in targeting independent site operators and offering convenience-store partnerships at petrol forecourts, particularly in Victoria and surrounding states.
• 7-Eleven Australia (Couche-Tard): Largest direct competitor in Australian petrol-and-convenience retail, operating a comparable network of franchised and corporate convenience stores co-located with fuel. Directly competes for partner operators, store-of-the-future concepts, and consumer convenience occasions.

Broad incumbents

• BP Australia (corporate retail banners): Major fuel major and Sunrise partner; also runs proprietary convenience and food concepts at BP-branded sites. Overlap is both cooperative (partnership stores) and competitive (corporate format competition for end-consumer spend).
• Ampol (corporate retail banners): One of New Sunrise's largest brand partners, but also operates its own corporate convenience banners at Ampol-branded sites. Represents both partnership overlap and a competing in-house convenience offering that could absorb partner stores.
• Coles Express: Woolworths/Coles-affiliated convenience format at Shell-branded petrol stations; broader grocery-incumbent offering overlapping convenience occasions and competing for the same fuel-forecourt footfall, but operates at significantly larger corporate scale.

Regional players

• Puma Energy Australia: Multinational fuel and convenience operator with presence in adjacent Asia-Pacific markets; comparable in fuel-forecourt convenience format and franchise/partner operating model, though more globally diversified and not the primary Sunrise substitute in Australia.

Others

• Mobil / Speedco (ExxonMobil Australia):

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sunriseenjoylocalstores
• Instagraminstagram.com/sunrise_local_stores
• LinkedInlinkedin.com/company/new-sunrise

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 New Sunrise