Warrenton Oil Company

What Warrenton Oil Company does

Warrenton Oil Company (WOCO) is a family-owned, privately held diversified holding company headquartered in Warrenton, Missouri, founded in 1972 by R.G. and Betty Baker. Operating entirely within Missouri, the company runs a portfolio of consumer-facing businesses across convenience retail (FastLane convenience stores offering fuel and fresh food), hospitality (Brady Hotel in New Florence and two Holiday Inn Express franchised locations in Warrenton and Kingdom City), food service (a Dairy Queen franchise in Kingdom City), transportation and logistics (WOCO Transportation), car wash services (FL Wash), and commercial real estate (warehouse and self-serve storage units). All eight of the founders' children have been actively involved in operating the company, and no external investors or parent entities are disclosed.

WOCO's revenue model is built on high-volume, transactional consumer spending combined with subscription-like recurring income from franchise hotel operations and commercial real estate leases. The company reaches customers through physical retail storefronts positioned for visibility along the I-70 corridor, online hotel booking channels, franchise-operated food service, and direct sales for transportation services. Marketing is primarily local and community-driven rather than digital-intensive, relying on physical presence, LinkedIn, company websites, and local sponsorships. There is no disclosed proprietary technology, AI/ML capability, or API platform; operational technology is not publicly detailed.

Strategically, WOCO has expanded through a combination of acquisitions (Warrenton Oil Company in 1984, Davis Oil's Columbia operations in 1993) and organic brand buildouts (FastLane launched 1993, hospitality and real estate additions through 2024-2025). The portfolio approach hedges against segment-specific cyclicality and leverages shared back-office infrastructure across business units. Concentration is low: no single enterprise customer is disclosed, and revenue is spread across thousands of consumer transactions, transient hotel guests, and a smaller transportation and real estate book. Customer base, while durable due to local market entrenchment, remains entirely regional and exposed to Missouri consumer spending and I-70 traffic dynamics.

Name

Warrenton Oil Company

Legal name

Warrenton Oil Company

Website

https://woilco.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Warrenton Oil Company is a family-owned Missouri holding company founded in 1972 that operates FastLane convenience stores, FL Wash car washes, WOCO Transportation, franchised Holiday Inn Express hotels and Dairy Queen restaurants, the Brady Hotel, and commercial real estate.

Ownership category

akta.pro rank

Product category

Diversified Retail and Hospitality

NAICS

Gasoline Stations with Convenience Stores (45711)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE)

akta.pro secondary industry

Non-Fuel Retail & Ancillary Forecourt Services (Car Wash, Auto Care, ATM/Lottery, Parcel Lockers) (EUALAIAJ)

Keywords

• Convenience retail
• Fuel marketing
• Hospitality services
• Transportation logistics
• Car wash services

Headquarters

HQ city

Warrenton

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Convenience Store Sales (FastLane): Revenue from fuel sales and retail merchandise at FastLane convenience store locations. FastLane offers fresh food options and a diverse product selection for quick refueling.
2. Hospitality Services: Revenue from hotel operations including Brady Hotel in New Florence, MO and Holiday Inn Express locations in Warrenton and Kingdom City, MO.
3. Restaurant/Food Service: Dairy Queen franchise operations providing ice cream treats and fast-food options at Kingdom City, MO location.
4. Transportation/Logistics: WOCO Transportation provides logistics and transportation services with a focus on safety, reliability, and customer satisfaction.
5. Car Wash Services: FL Wash provides car, truck, and pup wash locations offering efficient and thorough washing services.
6. Real Estate Rental: Leasing warehouse space (6,500 SF) and self-serve storage units in Missouri. Warehouse rent is $3,975/month (Modified Gross).

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels3 records

Core offering

Warrenton Oil Company (WOCO) operates a diversified portfolio of consumer-facing businesses across Missouri. Its core offerings include FastLane convenience stores selling fuel and fresh food, FL Wash car and truck wash locations, WOCO Transportation logistics services, and a hospitality division comprising the Brady Hotel and two Holiday Inn Express franchise properties. The company also operates a Dairy Queen franchise restaurant and leases commercial warehouse and self-storage real estate.

Product overview

Warrenton Oil Company (WOCO) operates as a diversified holding company with a portfolio of sub-brands across multiple industries. The core offerings include FastLane convenience stores (fuel and fresh food retail), FL Wash car and truck wash services, WOCO Transportation logistics services, and WOCO Hotels hospitality division (Brady Hotel, Holiday Inn Express properties). Additionally, the company operates Dairy Queen franchise locations, manages commercial real estate properties including storage units and warehouse space for lease. The portfolio reflects a unified strategy of convenience retail combined with complementary service businesses in retail, hospitality, food service, transportation, and real estate.

Differentiator

Problem solved

Functional benefit

Brands

• FastLane: Convenience stores offering fuel, fresh food, and fast service
• FL Wash
• WOCO Transportation
• Brady Hotel
• WOCO Hotels

Products and services

• FastLane Convenience Stores FastLane convenience stores offer quick, efficient refueling with a diverse product selection, prioritizing customer experience with modern amenities and friendly service for motorists and quick-stop shoppers.
• FL Wash FL Wash provides car, truck and pup wash locations delivering efficient and thorough wash services with a convenient, high-quality experience for vehicle owners.
• WOCO Transportation WOCO Transportation delivers precise and reliable logistics services, meeting diverse business needs with a strong commitment to safety, reliability, and customer satisfaction.
• Brady Hotel Brady Hotel in New Florence, MO offers a welcoming retreat with modern amenities, providing a fresh, chic, and unique stay experience for travelers.
• Holiday Inn Express & Suites Kingdom City Holiday Inn Express & Suites in Kingdom City, MO, located just off I-70, offering complimentary breakfast and comfortable accommodations for travelers and business guests.
• Holiday Inn Express Warrenton Award-winning Holiday Inn Express in Warrenton, MO located off I-70 near local corporations, offering amenities like free high-speed internet and an indoor pool.
• Dairy Queen (Kingdom City) Dairy Queen franchise in Kingdom City, MO offering a diverse menu of ice cream treats and fast-food options for consumers.
• 6,500 SF Warehouse for Lease (Center, MO) Newly constructed 6,500 SF metal building for lease in Ralls County, MO, suitable for warehouse, retail, or service needs, located next to a FastLane location.
• Self Serve Storage Units (Vandalia, MO) Self-serve storage units in Vandalia, MO offering 24/7 access, drive-up accessibility, and affordable business and personal storage options.

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Wawa: Private c-store chain (~1,000 stores) in the Mid-Atlantic and Florida with strong fuel + fresh-food + loyalty program. Comparable private operating model and emphasis on integrated food service at the forecourt.
• Maverik: Private c-store / travel-center chain (~400 locations) across the Western U.S., recently expanded via Kum & Go acquisition. Comparable privately held, fuel + food + travel-stop positioning.
• Sheetz: Private c-store chain (~700 stores) across the Mid-Atlantic and Midwest known for made-to-order food and fuel under one roof. Comparable privately held, vertically integrated fuel + food + convenience format.
• Murphy USA: Public c-store operator (~1,750 stores) focused on small-format, fuel-led convenience retail, predominantly located at Walmart supercenters. Comparable fuel-volume-driven model and operating simplicity.
• QuikTrip: Large private c-store chain (~1,000 stores) operating fuel + fresh-food convenience stores across the Midwest, South, and Southeast. Comparable private/family-controlled operating model and food-service-forward format.
• Casey's General Stores: Public Midwest c-store chain (~2,500 stores) operating company-owned fuel + convenience + foodservice locations across 17 states, with strong Iowa/Missouri overlap. Closest publicly traded comparable in terms of geography, format, and foodservice integration.
• RaceTrac: Private c-store chain (~750 stores) across the Southeast and Midwest offering fuel and convenience under one roof. Comparable private, family-influenced operation with similar fuel-led store format.

Broad incumbents

• Alimentation Couche-Tard (Circle K / 7-Eleven): Global c-store and fuel-retail giant operating Circle K and 7-Eleven banners with 16,000+ locations worldwide. Relevant broad incumbent comparable for fuel procurement, loyalty platform scale, and capital-deployment benchmarks.
• Pilot Travel Centers (Berkshire Hathaway): Largest U.S. travel-center operator (~870 locations), Berkshire-owned since 2017. Comparable highway-corridor fuel + food + lodging model, though at materially larger scale.

Regional players

• MFA Oil Company: Missouri-based fuel and convenience distributor/retailer serving farmers and rural communities. Comparable Missouri regional fuel-retail footprint and locally owned cooperative-style governance.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/warrenton-oil-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries9 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 Warrenton Oil Company