Sewell On The Go
Sewell On The Go is the retail forecourt division of Hull-based Sewell Group, operating 12-13 24/7 fuel-and-convenience stores across Hull and East Yorkshire serving over four million customers annually, with BP fuel, Co-op grocery supply, Costa/Subway concessions, and integrated digital services.
- Company typePrivate
- Founded1998
- HeadquartersKingston upon Hull, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Sewell On The Go does
Sewell On The Go (legal entity: Sewell Retail Limited) is the retail forecourt and convenience-store division of Hull-based Sewell Group, operating 12-13 fuel-and-convenience stores across Hull and East Yorkshire. The business serves over four million customers per year through a 24/7/365 multi-site retail estate built around BP-branded fuel forecourts, Co-op Wholesale grocery ranges, in-store Costa Coffee and Subway franchises, and a portfolio of ancillary services including car/jet wash, commercial laundrette, secure container storage, parcel collection via InPost lockers, and food-to-go (Stone Willy's pizza, COOK meals).
The operating model layers digital infrastructure on top of the physical estate: customer loyalty via the third-party Lynked App (Sewell on the go Rewards), accessibility services through FuelService (all 13 sites enrolled with unique 5-digit codes), reduced-food notifications via the Gander app, home delivery via Deliveroo from three stores, and on-site renewable energy via solar PV on approximately one-third of the estate generating 75,000+ kWh annually. The company is privately held within the Sewell Group/Sewell Ventures plc corporate family, with no external institutional investors or funding rounds disclosed.
Revenue is generated through multiple transactional streams including fuel sales (BP supply, with fuel card holders excluded from loyalty discount), convenience grocery and general merchandise (under a newly signed five-year Co-op Wholesale full-supply agreement), franchise and concession income (Subway, Costa Coffee), subscription/recurring revenue (secure container storage rentals), marketplace commission (Deliveroo, PayPoint, National Lottery), and ancillary services (car spa, jet wash). The GTM motion is hybrid: direct-to-consumer retail through owned-and-operated stores, channel partnerships with Co-op Wholesale and Subway/Costa franchise operators, marketplace listings on Deliveroo, and a heavy community-led marketing engine that differentiates the brand from national forecourt competitors.
Sewell On The Go firmographics
Firmographics- Name
- Sewell On The Go
- Legal name
- Sewell Retail Limited
- Website
- https://sewellonthego.co.uk
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sewell On The Go is the retail forecourt division of Hull-based Sewell Group, operating 12-13 24/7 fuel-and-convenience stores across Hull and East Yorkshire serving over four million customers annually, with BP fuel, Co-op grocery supply, Costa/Subway concessions, and integrated digital services.
- Ownership category
- akta.pro rank
Sewell On The Go industry classification
Industry- Product category
- Convenience Store and Fuel Forecourt Retail
- NAICS
- Gasoline Stations with Convenience Stores (45711)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500)
- akta.pro primary industry
- Fuel Stations with Convenience Retail (Forecourt C-Stores) (CRANAJAB)
- akta.pro secondary industries
- Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE), Forecourt Convenience Stores (Fuel-Integrated) (CRAHABAB), Non-Fuel Retail & Ancillary Forecourt Services (Car Wash, Auto Care, ATM/Lottery, Parcel Lockers) (EUALAIAJ)
Keywords
Where Sewell On The Go is headquartered
LocationHeadquarters
- HQ city
- Kingston upon Hull
- HQ country
- United Kingdom
- HQ region
- Europe
Offices14 records
Markets served
Sewell On The Go business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Convenience store grocery & general merchandise sales: Core 24/7 retail of food, drink, snacks, alcohol, household essentials and seasonal goods across 12-13 stores; Co-op Wholesale is the full supply partner under a 5-year agreement.
- Forecourt fuel sales (BP): Petrol forecourt operations at all sites supplied by BP; fuel cards (BP, Allstar etc.) excluded from loyalty fuel discount.
- Subway franchise operations: Subway sandwich franchise operated in-store at South Cave, Chanterlands Avenue and other locations, generating dedicated franchise/concession revenue.
- Costa Coffee concession sales: Costa coffee offered in-store; 15p from every hot drink is donated to charity during designated campaigns (e.g. Macmillan).
- Car & jet wash / car spa services: State-of-the-art car spa, jet wash and car wash facilities across multiple sites; commercial-size laundrette also offered.
- Secure container storage rental: Outdoor secure storage containers for business, house moves, university and general use — recurring rental revenue stream.
- Loyalty subscription / data-driven promotions: Loyalty scheme via Lynked App with personalised offers and discounts; MyRewards customer database enables targeted marketing.
- Third-party delivery (Deliveroo) commission: Delivery sales via Deliveroo platform from Chanterlands Avenue, Sutton and Cottingham stores, plus PayPoint services and National Lottery in-store.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Sewell on the go Rewards via Lynked App |
| Unit Pricing | Pay-as-you-go | Stone Willy's pizza takeaway £6.99 |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels10 records
Sewell On The Go product offering
Product offeringCore offering
Sewell On The Go operates a network of 12-13 24/7 BP-branded fuel forecourt and convenience stores across Hull and East Yorkshire, serving over four million customers per year. The core retail proposition combines BP petrol, Co-op grocery ranges and food-to-go offers (Costa Coffee, Subway, Stone Willy's Kitchen pizza, COOK meals), with on-site services such as car/jet wash, a commercial laundrette, secure container storage and InPost parcel lockers, supported by the Lynked App loyalty scheme, FuelService accessibility support and Deliveroo delivery.
Product overview
Sewell On The Go is a single unified convenience-retail and forecourt operator (12-13 stores across Hull and East Yorkshire, trading under the Sewell on the go brand) rather than a platform-plus-modules SaaS product. The core offering is the network of 24/7 BP-branded fuel-and-convenience stores, onto which a portfolio of named sub-products and add-on services is layered: the Sewell on the Go Rewards loyalty scheme (run via the Lynked App), in-store Costa Coffee and Subway franchises, a Stone Willy's Kitchen pizza range, secure container storage, a car and jet wash (car spa), a commercial laundrette, parcel collection via InPost lockers, Deliveroo delivery, food-waste notifications via the Gander App and disabled-driver assistance via the FuelService app. These named products and services sit on top of the core store estate and are typically available across most or all sites, while the Co-op Wholesale range replaces the previous supply model under a five-year partnership.
Differentiator
Problem solved
Functional benefit
Products and services
- Sewell on the Go Convenience Stores Network of 12-13 24/7, 365-day-a-year fuel-and-convenience forecourt stores across Hull and East Yorkshire, serving over four million customers per year. The core retail platform onto which in-store concessions (Costa, Subway), services (car spa, laundrette, storage) and digital channels (Lynked rewards, Deliveroo) are attached.
- BP Petrol Forecourts BP-branded fuel forecourt operations attached to every Sewell on the go convenience store, including sites with up to eight fuel pumps and disabled-driver assistance via the FuelService app integration across all 13 stores.
- Co-op Wholesale Range Co-op product range (lunchtime meal deals, dine-in deals, baked goods, soft and alcoholic drinks) stocked across Sewell on the go stores under a five-year Co-op Wholesale supply agreement, alongside Co-op's Making a Difference Locally (MADL) charity programme.
- Sewell on the Go Rewards (Lynked App loyalty) Free-to-join in-store loyalty scheme accessed via the third-party Lynked App, offering stamp collection, discount barcode at checkout, personalised offers, prize-draw entries and a free Costa voucher for new customers on first qualifying purchase. Free Costa voucher expires one month after issue; fuel discount excluded for fuel card holders; accounts dormant 12 months may be deleted.
- Costa Coffee Costa Coffee counter operated inside Sewell on the go convenience stores (notably the redeveloped Maybury store and South Cave service station), feeding into the in-store seating and free Wi-Fi customer experience, and serving as the prize voucher issued to new Sewell on the go Rewards customers.
- Subway (in-store franchise) Subway sandwich franchise operated inside Sewell on the go stores, first launched at South Cave and subsequently added at Chanterlands Avenue (creating 12 new jobs), with Subways overseen centrally by Operations Manager Kate Barbour.
- Stone Willy's Kitchen Pizza Freshly baked 12-inch grab-and-go pizza offering (Margherita, Pepperoni, Meat Supreme at £6.99) supplied by Stone Willy's Kitchen and rolled out at selected Sewell on the go stores such as Cottingham, available for collection from 5pm daily.
- Secure Storage Solutions Outdoor secure container-storage offering at the Hull Geneva Way / Chanterlands Avenue area, marketed to household, student and business customers needing extra space (also used as a secure bike-storage point for the Avenues Bicycle Project charity).
- Car & Jet Wash / Car Spa State-of-the-art car spa, car-wash and jet-wash facilities available across the Sewell on the go estate as part of the 24/7 forecourt proposition.
- Commercial Laundrette Commercial-sized washing machines and laundrette facilities available inside Sewell on the go stores as a 24/7 convenience service alongside fuel, grocery and food-to-go.
- Deliveroo Delivery Home-delivery channel operated via Deliveroo from the Chanterlands Avenue, Sutton and Cottingham stores, extending the convenience-store offer to customers who don't want to visit in person.
Quantifiable outcome
- 4 million+ customers served per year across the estate
- +7 more outcomes
Companies that use Sewell On The Go
Customer profileNamed customers8 records
Segments7 records
Ideal customer profiles5 records
Sewell On The Go technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature7 records
Sewell On The Go partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered flagship — five-year full-supply partnership that defines the core grocery proposition across the estate., important — accessibility partnership covering all 13 sites., minor — sponsored art trail in east yorkshire., flagship — stadium naming rights and sticker collection partnership., major — franchise operations across multiple flagship stores., major — concession present across the estate including maybury and south cave., important — delivery channel for three flagship stores., major — third-party data processor powering the sewell on the go rewards scheme., moderate — parcel locker deployment across most stores., major — sole fuel partner across the estate., strategic — supports employer-brand and inclusion agenda., strategic — community wellbeing partnership., strategic — long-term charity partner with multiple fundraising events., important — recognised corporate partner with yaa award., moderate — recurring annual charity partnership., moderate — recurring annual inclusion partner., minor — recurring grassroots sponsorship since 2021., minor — road-safety campaign partner., important — flagship local producer stocking 100+ local skus at south cave., minor — product range stocked and joint competition. and minor — pizza takeaway supplier at cottingham..
- Co-op Wholesaleflagship — five-year full-supply partnership that defines the core grocery proposition across the estate.Signed a five-year agreement making Co-op Wholesale the full supply partner for Sewell on the go. Co-op products now stocked across the chain (lunchtime meal deals, dine-in offers, baked goods, soft and alcoholic drinks). Eleven community groups nominated by Sewell on the go team members each received £1,000 through Co-op's Making a Difference Locally (MADL) charity. Sewell on the go won Co-op Wholesale Showcase Awards Newcomer of the Year 2026 in its first year of partnership.
- FuelServiceimportant — accessibility partnership covering all 13 sites.All 13 Sewell on the go stores enrolled on the FuelService platform with unique 5-digit codes. Disabled drivers can request forecourt assistance in advance via app (iOS/Android), voice call (0161 694 8000) or SMS (07400372000). 100% of FuelService profits go to paralysis research.
- Puffins Galore (public art trail)minor — sponsored art trail in east yorkshire.Official sponsor of 2022 Puffins Galore art trail — 42 artist-decorated puffin sculptures along the Yorkshire coastline. Sewell on the go sponsored a puffin called 'Memories of the Seaside' near the Cottingham store. Proceeds support Yorkshire Wildlife Trust, RNLI and RSPB.
- Hull Kingston Rovers (Hull KR)flagship — stadium naming rights and sticker collection partnership.Sewell Group became Hull KR stadium naming-rights partner from 2022 (stadium known as Sewell Group Craven Park); partnership extended multiple times, most recently in 2025 for two further years until end of 2027 season. Joint sticker-collection campaigns for young supporters and 2025 Challenge Cup Final winning squad edition.
- Subwaymajor — franchise operations across multiple flagship stores.Subway sandwich franchise operated in-store at multiple Sewell on the go locations. South Cave store (£1.5m rebuild) was the first to host Subway, creating 10 new Subway jobs alongside 5 in-store; over 6,000 sandwiches sold in first month. Second Subway opened at Chanterlands Avenue creating 12 new jobs. Subway Artists are trained for two weeks before taking on the role.
- Costa Coffeemajor — concession present across the estate including maybury and south cave.Costa Coffee offered in-store at Sewell on the go forecourts including the rebuilt Maybury store and South Cave. Free Costa voucher issued to new Sewell on the go Rewards customers after first qualifying purchase via the Lynked App.
- Deliverooimportant — delivery channel for three flagship stores.Delivery partnership via Deliveroo from three Sewell on the go locations — Chanterlands Avenue, Sutton and Cottingham — bringing food-to-go and convenience items directly to customers' doors.
- Lynked Loyaltymajor — third-party data processor powering the sewell on the go rewards scheme.Lynked Loyalty operates the Sewell on the go Rewards scheme as registered Data Processor and Data Controller. Customers sign up via the Lynked App, scan a discount barcode at checkout and access stamps, personalised offers and competitions. EU-based data processor under contract.
- InPostmoderate — parcel locker deployment across most stores.InPost parcel lockers deployed at most Sewell on the go stores, enabling customers to collect parcels 24/7 while refuelling or shopping.
- BPmajor — sole fuel partner across the estate.BP is the fuel supplier across all 12-13 Sewell on the go forecourts. Sewell on the go Managing Director Patrick Sewell presented at the 2015 BP UK Dealer Convention. Fuel card holders (BP, Allstar etc.) are excluded from the Sewell on the go Rewards fuel discount.
- Armed Forces Covenant / Hull4Heroes / Forces Families Jobs Forum / Career Transition Partnershipstrategic — supports employer-brand and inclusion agenda.Signed the Armed Forces Covenant and partnered with Forces Families Jobs Forum and Career Transition Partnership to promote employment opportunities. Long-standing relationship with Hull4Heroes providing storage space, raffle donations, food bank collections and £-for-£ matching of customer donations.
- Fitmums and Friendsstrategic — community wellbeing partnership.Cottingham and Pocklington stores act as Safe Havens for the running group, providing shelter, toilets, water and a telephone. Sewell on the go installed defibrillators at Cottingham, Chanterlands Avenue, South Cave, Sutton, Maybury and Hull West stores for the routes. Christmas advert featured the group.
- Dove House Hospicestrategic — long-term charity partner with multiple fundraising events.Long-standing fundraising relationship including internal raffles, half-marathon runs (MD Patrick Sewell running London Landmarks Half Marathon 2026), Cook Kitchen meal donations and Christmas advert appearances.
- Yorkshire Air Ambulanceimportant — recognised corporate partner with yaa award.Long-term supporter raising £18,000+ through staff skydives, cycle events and in-store clothing banks. MD Patrick Sewell accepted YAA Corporate Recognition Award in 2022.
- Macmillan Cancer Supportmoderate — recurring annual charity partnership.15p from every hot drink sold across all 12 stores donated during campaign windows (May, September/October). Sewell on the go stores raised over £700 and later £1,200+ for Macmillan; £1,000+ in initial partnership.
- Pride in Hullmoderate — recurring annual inclusion partner.Long-standing partner, sponsor and active parade participant. Donates water for welfare area on Pride day and decorates stores with rainbow flags. Diversity & inclusion training delivered by Pride in Hull Co-Vice Chair Andy Train.
- South Cave Festival of Girls Footballminor — recurring grassroots sponsorship since 2021.Long-standing sponsor of the South Cave Festival of Girls Football since 2021; sponsorship renewed for multiple years to grow the tournament from 12 teams to 250 over three days.
- Safer Roads Humberminor — road-safety campaign partner.Joint 'Safer on the go' campaign across 12 petrol stations delivering winter driving and vehicle-maintenance advice in three fortnights (Save Fuel, Safer Driving and Car Care).
- Wold Top Breweryimportant — flagship local producer stocking 100+ local skus at south cave.Yorkshire-based brewery supplying beers to Sewell on the go stores including South Cave. Director Gill Mellor endorses partnership as 'win-win' route to market for independent producers.
- Cook Kitchen (COOK)minor — product range stocked and joint competition.COOK frozen meals stocked at Cottingham, Chanterlands Avenue and South Cave stores. Joint social-media competition gave away a week's worth of meals for two, with eight meals also donated to Dove House Hospice.
- Stone Willy's Kitchenminor — pizza takeaway supplier at cottingham.Supplier of freshly cooked 12" pizzas (Margherita, Pepperoni, Meat Supreme) at £6.99 each, available from 5pm at Cottingham store. Mission: 'Hotter, fresher, faster, tastier food'.
Scale indicators16 records
Recent moves10 records
Expansion highlights6 records
Sewell On The Go competitors and assessment
Company assessmentDirect peers
- Roadchef: UK motorway services operator with fuel forecourts, Costa and Subway concessions and convenience retail. Directly comparable as a roadside fuel-plus-convenience operator, though focused on trunk-road locations rather than regional neighbourhoods.
- Rontec: UK independent forecourt operator running a multi-site estate of fuel and convenience stores, often in partnership with major oil brands. Closest pure-play peer in terms of independent, multi-site forecourt model in regional UK geographies.
- Welcome Break: UK motorway and roadside services operator offering fuel, food-to-go (Subway, Costa, Starbucks) and convenience retail. Comparable multi-service forecourt/travel centre model with similar concession partnerships to Sewell on the go.
- Gulf Oil UK: Independent fuel brand operating a network of branded forecourts across the UK via dealer partnerships. Comparable to Sewell on the go as a fuel-branded retail network with convenience retail attached at each site.
- Applegreen UK: Applegreen operates a multi-site forecourt convenience estate in the UK and Ireland, combining branded fuel, food-to-go (Subway, Burger King), grocery and loyalty programmes. Most directly comparable to Sewell on the go by business model, store format and customer proposition.
Broad incumbents
- Costcutter Supermarkets Group: UK symbol-group convenience retailer whose stores combine grocery, off-licence and food-to-go. Comparable convenience-retail proposition; many Costcutter-branded forecourt stores operate alongside fuel partners, mirroring Sewell on the go's Co-op grocery-plus-BP-fuel mix.
- EG Group: One of the UK's largest independent forecourt operators with thousands of sites globally; a much broader incumbent whose food-service and convenience offering overlaps heavily with Sewell on the go but at vastly greater scale and with institutional backing.
- Morrisons Daily (formerly McColl's): UK convenience store chain with thousands of neighbourhood sites combining grocery top-up shopping with adjacent fuel partnerships. Broader incumbent offering comparable convenience-shop economics but without the regional-density concentration Sewell on the go enjoys in Hull.
Others
- BP Retail UK: Sewell on the go's exclusive fuel supplier across all 13 sites. Connected as a partner and channel enabler rather than direct competitor; BP also operates company-owned forecourt stores in the UK that compete for the same forecourt customers.
- Co-op Food: Sewell on the go's five-year wholesale supply partner and the UK's largest convenience retailer with thousands of Co-op-branded stores. Adjacent as both supplier and competitor — Co-op-branded forecourt stores compete for the same top-up-shop basket in overlapping geographies.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Sewell On The Go social profiles
Digital presenceSewell On The Go compliance and trust
Trust signalCompliance2 records
Sewell On The Go financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sewell On The Go leadership team
Management profileNumber of profiles
Profiles9 records
Sewell On The Go subsidiaries and ownership
Company hierarchySubsidiaries1 record
Sewell On The Go funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sewell On The Go M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sewell On The Go
What does Sewell On The Go do?
Sewell On The Go operates a network of 12-13 24/7 BP-branded fuel forecourt and convenience stores across Hull and East Yorkshire, serving over four million customers per year. The core retail proposition combines BP petrol, Co-op grocery ranges and food-to-go offers (Costa Coffee, Subway, Stone Willy's Kitchen pizza, COOK meals), with on-site services such as car/jet wash, a commercial laundrette, secure container storage and InPost parcel lockers, supported by the Lynked App loyalty scheme, FuelService accessibility support and Deliveroo delivery.
Is Sewell On The Go a public or private company?
Sewell On The Go is a private company. It is classified as family owned and is currently operating.
When was Sewell On The Go founded?
Sewell On The Go was founded in 1998. It employs 11 to 50 people.
Where is Sewell On The Go based?
Sewell On The Go is headquartered in Kingston upon Hull, United Kingdom, in the Europe region.
How does Sewell On The Go make money?
Eight revenue lines are on record. Convenience store grocery & general merchandise sales are the primary driver. The others are forecourt fuel sales (BP), subway franchise operations, costa Coffee concession sales, car & jet wash / car spa services, secure container storage rental, loyalty subscription / data-driven promotions and third-party delivery (Deliveroo) commission.
Who are Sewell On The Go's main competitors?
Direct peers on record are Roadchef, Rontec, Welcome Break, Gulf Oil UK and Applegreen UK. Broad incumbents are Costcutter Supermarkets Group, EG Group and Morrisons Daily (formerly McColl's). Others are BP Retail UK and Co-op Food.
Does Sewell On The Go have an API?
No public API is recorded for Sewell On The Go.
What industry is Sewell On The Go in?
Sewell On The Go's product category is Convenience Store and Fuel Forecourt Retail. Its primary akta.pro industry code is CRANAJAB, Fuel Stations with Convenience Retail (Forecourt C-Stores), with a secondary code of EUALAIAE, Convenience Retail & Foodservice at Forecourts (C-Store/QSR). Its NAICS code is 45711 and its SIC code is 5500.