Sapp Bros

What Sapp Bros does

Sapp Bros., Inc. is a privately held, family-owned fuel marketing and travel center operator founded in 1971 and headquartered at 9915 South 148th Street in Omaha, Nebraska. The company operates 18 full-service travel centers stretched along Interstate 80 from Toquerville, Utah to Clearfield, Pennsylvania, plus 30+ wholesale petroleum outlets across 8 states (Colorado, Illinois, Iowa, Kansas, Missouri, Nebraska, Utah, Wyoming). Core products include refined fuels (diesel, gasoline, biodiesel blends, propane, CNG, DEF, aviation fuels), Ameriguard private-label lubricants, and adjacent services such as 11 ASE-certified truck and trailer service centers, in-house restaurant brands (Apple Barrel, Coffee Kettle, Burrito Bros, Aunt Lu's Cafe, Lucille's Famous Fried Chicken), and a certified-truck-scale program. The petroleum division distributes wholesale under Shell, ConocoPhillips, BP, Sinclair, Valero, and Marathon brands, and the company also provides retail-branding consulting to convenience-store owners.

Underlying infrastructure includes rail-fed bulk lubricant storage exceeding 750,000 gallons, a wholly-owned transportation subsidiary (SBT, Inc.), a biodiesel blending facility in Roca, Nebraska (opened June 2023), a DEF priority blending and packaging facility, CNG stations in Lincoln, NE and Council Bluffs, IA, and a mobile app supporting the Guest Rewards loyalty program (launched 2025). Proprietary and partner-supplied technology includes the P3 propane safety/compliance software, wireless-telemetry inventory management, and the United Axle patented spindle-replacement process offered at service centers.

The business model combines transaction-based fuel and merchandise sales at company-operated travel centers, wholesale fuel distribution (transaction-based) to multi-brand outlets, subscription/contract-based fleet services via the Express Card and on-site fueling programs, hardware sales of Ameriguard private-label lubricants, and professional services revenue from convenience-store branding consulting. Customer segments include professional truck drivers, commercial fleets (trucking, construction, agriculture, aviation, mining, industrial), wholesale fuel retailers, Midwest farmers, school districts, and motorsports racing teams. The company is led by CEO Andrew Richard (joined 2009) and CFO Tyler Marsh (joined 2011), with divisional presidents for Travel Centers (Dan Dunstan, 2024) and Petroleum (Craig Frantz, 2020). Sapp Bros. operates with a faith-based, no-alcohol culture that distinguishes its brand positioning in the travel-center category.

Name

Sapp Bros

Legal name

Sapp Bros., Inc.

Website

https://sappbrospetro.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

11–50 employees

Short description

Sapp Bros., Inc. is a privately held, family-owned travel-center and petroleum distribution company operating 18 full-service travel centers along Interstate 80 and 30+ wholesale fuel outlets across 8 Midwestern and Western states, serving professional drivers, commercial fleets, and wholesale fuel retailers.

Ownership category

akta.pro rank

Product category

Travel Centers & Petroleum Distribution

NAICS

Gasoline Stations with Convenience Stores (45711), Gasoline Stations (4571), Petroleum Bulk Stations and Terminals (424710), Fuel Dealers (45721)

SIC

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

akta.pro primary industry

Truck Stops & Travel Centers (Heavy-Duty Retail) (EUALAIAF)

akta.pro secondary industries

Truck Stops & Travel Centers (Fuel + Convenience) (CRANAJAC), 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

• Truck stop fuel retail
• Petroleum wholesale distribution
• Commercial fleet fueling
• Truck repair maintenance
• Lubricants propane DEF

Headquarters

HQ city

BLAIR, Nebraska

HQ country

United States

HQ region

North America

Offices12 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Travel Centers Retail: Full-service travel centers offering fuel (diesel and gasoline), convenience store merchandise, restaurants, restrooms, showers, certified scales, CNG, and roadside service. Revenue from fuel sales, food service, retail merchandise, and amenity fees.
2. Petroleum Wholesale Distribution: Leading petroleum wholesale distributor providing refined fuels (diesel, gasoline, specialty blends), lubricants, propane, DEF, CNG, kerosene, additives, and solvents. Serves 30+ wholesale outlets and multiple branded locations.
3. Service Centers: ASE-certified truck and trailer repair services including oil changes, brakes, alignment, DOT inspections, exhaust work, clutch replacement, spindle repair, tire service, engine repair, and roadside assistance. Revenue from labor and parts.
4. Private Label Lubricants (Ameriguard): Proprietary brand of oil and lubricant products sold through petroleum division. Engine oils, hydraulic oils, gear oils, greases, and specialty lubricants.
5. Fleet Services and Account Programs: Customized fueling programs, on-site fueling, DEF delivery, wholesale tires, and Express Card fleet accounts with competitive terms and billing.
6. Retail Branding Consulting: Convenience store solutions including vendor consulting, branding, signage, government compliance, property analytics, commercial real estate, construction project management, and brand optimization for multi-location owners.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels12 records

Core offering

Sapp Bros., Inc. is a Midwest-based family-owned company that operates 18 full-service travel centers along Interstate 80 from Utah to Pennsylvania, providing diesel and gasoline fuel, convenience store merchandise, restaurants, showers, certified scales, and CNG to professional drivers and travelers. Its petroleum division is a leading wholesale distributor of refined fuels, lubricants, propane, DEF, and CNG to 30+ outlets and commercial fleets, and its service center division provides ASE-certified truck and trailer repair, tire service, and United Axle spindle repair at 11 locations.

Product overview

Sapp Bros., Inc. operates a diversified portfolio of businesses centered around petroleum distribution and travel center services. The company operates 18 full-service travel centers (truck stops) spanning from Toquerville, Utah to Clearfield, Pennsylvania, primarily along Interstate 80. The petroleum division is a leading wholesale distributor of refined fuels, lubricants, propane, diesel exhaust fluid (DEF), compressed natural gas (CNG), kerosene, additives, and solvents across 30+ wholesale outlets. The service center division provides ASE-certified truck and trailer repair, tire service, and preventive maintenance at 11+ locations. Multiple restaurant brands (Apple Barrel, Coffee Kettle, Burrito Bros, Aunt Lu's Cafe, Lucille's Famous Fried Chicken) operate within travel centers. B2B services include retail branding consulting for convenience stores and fleet services with the Express Card program.

Differentiator

Problem solved

Functional benefit

Brands

• Guest Rewards: Loyalty program allowing guests to earn points on fuel, food, and store purchases
• Burrito Bros
• Apple Barrel
• Coffee Kettle Cafe
• Aunt Lu's Cafe
• Lucille's Famous Fried Chicken
• Bill & Lucille's Gourmet Grab N' Go
• Ameriguard
• Mom Approved Restrooms

Products and services

• Sapp Bros. Travel Centers Full-service truck stops offering diesel, gasoline, CNG, clean restrooms, showers, certified scales, restaurants, convenience stores, and amenities to professional drivers and travelers across 18 locations spanning from Utah to Pennsylvania.
• Sapp Bros. Petroleum Wholesale Distribution Leading petroleum wholesale distributor providing refined fuels, lubricants, propane, DEF, CNG, kerosene, additives, and solvents across 30+ wholesale outlets in 8 states under Shell, ConocoPhillips, BP, Sinclair, Valero, and Marathon brands.
• Refined Fuels Premium diesel, ultra-low-sulfur diesel, premium biodiesel, kerosene, all grades of gasoline, unleaded fuels, aviation fuel, jet fuel, racing gasoline, methanol, and propane distributed wholesale and at travel centers.
• Lubricants (including Ameriguard Private Label) Full line of engine oil, hydraulic oil, gear oil, grease, turbine oil, antifreeze, chemicals, windshield wash, brake cleaner, DEF, food-grade lubricants, eco-friendly lubricants, heat transfer fluid, and cutting oil, including the Ameriguard proprietary private-label brand.
• Propane (Residential and Commercial) Residential and commercial propane delivery for farms, homes, businesses, forklifts, fleet vehicles, and industrial applications; includes residential delivery, grill tank exchange, and propane-powered fleet services. Sapp Bros. is Nebraska's largest propane provider and also serves Iowa and parts of Kansas.
• Diesel Exhaust Fluid (DEF) Diesel exhaust fluid for SCR systems in diesel engines, available in 2.5-gallon containers, drums, 275-gallon and 330-gallon totes, and bulk delivery, with priority blending and packaging at Sapp Bros.' own facility.
• Compressed Natural Gas (CNG) CNG fuel stations at Lincoln, NE and Council Bluffs, IA in partnership with Stirk CNG, offering average price of $2.10 per gallon and Stirk CNG-assisted vehicle conversion; up to 54% savings vs diesel and 40% vs gasoline.
• Sapp Bros. Service Centers ASE-certified truck and trailer repair at 11+ locations offering oil changes, brakes, alignment, DOT inspections, exhaust work, clutch replacement, spindle repair, tire service, engine repair, and 24-hour roadside assistance.
• Full-Service Tire Center Expert tire service and replacement for Goodyear and Michelin national accounts, delivered by TIA-certified technicians, with a price-beat guarantee on competitor advertised prices.
• United Axle Repair & Service Master-certified axle and spindle repair service using United Axle's patented proprietary spindle replacement process completed in under 3 hours at approximately one-sixth the cost of full axle housing replacement.
• Full Preventive Maintenance Service Complete preventive maintenance package including oil change, filters (up to 3 Baldwin filters), tractor and trailer lube, and multi-point inspection, bundled with a free steak dinner with purchase.
• Apple Barrel Restaurant Family-friendly, full-service cafe offering homemade breakfast, lunch, and dinner at 9 select travel center locations.
• Coffee Kettle Cafe Full-service restaurant inside travel centers featuring all-day breakfast, omelets, sandwiches, burgers, steaks, and homemade meals with free coffee refills.
• Burrito Bros Restaurant

Quantifiable outcome

• Up to 54% savings with CNG compared to diesel fuel
• +5 more outcomes

Named customers9 records

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

19 partnerships are on record, tiered core and minor.

• Stirk CNGcoreStrategic or Co-development PartnerPartnership with CNG expert Stirk CNG to bring fast-fueling CNG pumps to Sapp Bros. Travel Center locations. Currently operating CNG stations in Lincoln, NE and Council Bluffs, IA. Stirk CNG also assists customers with vehicle conversion to CNG.
• United AxlecoreStrategic or Co-development PartnerSapp Bros. partners with United Axle offering Master-Certified Technicians for truck axle repair and service. United Axle provides patented spindle replacement technology revolutionizing the axle industry across Iowa, Nebraska, Missouri, Kansas, Colorado, Wyoming, Utah, Illinois, and Pennsylvania.
• VP Racing FuelscoreChannel Partner/ Reseller/ DistributorWholesale provider and proud retailer of VP Racing Fuels and additives. Sapp Bros. operates VP Racing convenience store in Lincoln, NE, offers at-pump racing fuel at Columbus, NE travel center, and sells from Omaha petroleum warehouse. Also helps other retailers brand as VP Racing stores.
• Sinclair OilcoreChannel Partner/ Reseller/ DistributorWholesale distribution partnership for Sinclair branded fuels through Sapp Bros. wholesale division.
• ConocoPhillipscoreChannel Partner/ Reseller/ DistributorWholesale distribution partnership for ConocoPhillips branded fuels through Sapp Bros. wholesale division.
• BP (British Petroleum)coreChannel Partner/ Reseller/ DistributorWholesale distribution partnership for BP branded fuels through Sapp Bros. wholesale division.
• Valero EnergycoreChannel Partner/ Reseller/ DistributorWholesale distribution partnership for Valero branded fuels through Sapp Bros. wholesale division.
• Marathon PetroleumcoreChannel Partner/ Reseller/ DistributorWholesale distribution partnership for Marathon branded fuels through Sapp Bros. wholesale division.
• PowerServiceminorChannel Partner/ Reseller/ DistributorMajor lubricant brand distributed by Sapp Bros. petroleum division. Safety Data Sheets available through supplier site.
• OWI (Peak Auto)minorChannel Partner/ Reseller/ DistributorMajor lubricant brand including Peak Auto products distributed by Sapp Bros. petroleum division.
• Petro-Canada LubricantsminorChannel Partner/ Reseller/ DistributorMajor lubricant brand distributed by Sapp Bros. petroleum division.
• Ameriguard LubricantscoreChannel Partner/ Reseller/ DistributorSapp Bros. proprietary brand of oil and lubricant products. Ameriguard offers engine oils, transmission fluids, hydraulic oils, and greases at competitive value. Website available at ameriguardlubricants.com.
• CastrolminorChannel Partner/ Reseller/ DistributorMajor lubricant brand distributed by Sapp Bros. petroleum division.
• Total EnergiesminorChannel Partner/ Reseller/ DistributorMajor lubricant brand distributed by Sapp Bros. petroleum division.
• P3 Propane SafetycoreTechnology or IntegrationGold standard propane safety and compliance software used by Sapp Bros. for real-time safety inspections, equipment records, issue identification, and regulatory compliance.
• Truckers Against TraffickingcoreGTM or Marketing PartnerCommunity partnership with $75,000 donation to support anti-trafficking efforts among trucking industry. Aligns with company's faith-based values and commitment to serving trucker community.
• GoodyearcoreChannel Partner/ Reseller/ DistributorNational account tire service provider at Sapp Bros. service centers. TIA-certified technicians service Goodyear tires.
• MichelincoreChannel Partner/ Reseller/ DistributorNational account tire service provider at Sapp Bros. service centers. TIA-certified technicians service Michelin tires.
• Truck Driver MinistriesminorGTM or Marketing PartnerPartnership with several ministries to offer chapel services at many locations. First chapel built in early 1980s at Omaha, NE location. Additional chapels at Cheyenne, WY and Clearfield, PA.

Scale indicators16 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Kwik Trip: Large Midwest-based convenience and fuel retailer with hundreds of locations across Nebraska, Iowa, Wisconsin, and Minnesota, competing with Sapp Bros. for both retail travel center business and wholesale petroleum customers in shared regional markets.
• Love's Travel Stops: Privately held travel stop chain with more than 650 locations nationwide offering fuel, food service, tire care, and mechanical services, directly competing with Sapp Bros. for I-80 truck stop customers and fleet programs.
• Casey's General Stores: Midwest-anchored convenience store chain with fuel, food service, and proprietary offerings operating across Iowa, Nebraska, and surrounding states—competing with Sapp Bros. for fuel retail and C-store customers while sharing a similar regional Midwest footprint.
• Murphy USA: Large-format fuel and convenience retailer with over 1,700 locations primarily near Walmart stores, focused on low-priced gasoline—a competitive adjacency to Sapp Bros.' retail fuel business across Midwest geographies.
• Pilot Travel Centers (Pilot Flying J): Largest U.S. travel center operator with ~750 locations across most major highway corridors, including the I-80 corridor where Sapp Bros. competes for fleet and professional driver customers with fuel, food service, and truck maintenance.
• TravelCenters of America: Acquired by BP in 2023, TravelCenters of America operates full-service travel centers with fuel, full-service restaurants, truck service, and lodging on major U.S. highways, overlapping with Sapp Bros. on I-80 and adjacent corridors.

Regional players

• Maverik: Utah-based convenience store and fuel retailer with travel center concepts (Kum & Go rebranded), operating across the Mountain West and Midwest—overlapping with Sapp Bros.' western I-80 locations from Utah to Nebraska.

Broad incumbents

• Sinclair Oil: Major U.S. oil company with branded fuel marketing operations and a long-standing wholesale distribution partnership with Sapp Bros.; comparable as a fuel marketing/branded distribution competitor and partner across the I-80 corridor.
• World Fuel Services: Global fuel marketing and energy services company with aviation, marine, and land segments that overlaps with Sapp Bros.' wholesale petroleum distribution, aviation fueling, and on-site fleet fueling capabilities.
• Phillips 66: Integrated U.S. downstream energy company marketing branded fuels through extensive wholesale networks; comparable to Sapp Bros.' branded wholesale operations with ConocoPhillips/Phillips 66 partnerships and competes for branded fuel customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

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• Instagraminstagram.com/sappbrostravelcenters/?igsh=MTA5eDR1MHZmcnEzMg%3D%3D#
• TikToktiktok.com/@sappbros

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries4 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 Sapp Bros