Lucky Seven General Stores
Lucky Seven General Stores, operated by Edwards Oil Inc., runs 33+ convenience retail locations across northern Minnesota and Wisconsin. It serves rural communities with fuel, snacks, prepared food, hunting and fishing supplies, liquor under Little Brown Jug, and a PERKS! loyalty rewards program.
- Company typePrivate
- Founded2014
- HeadquartersVirginia, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Lucky Seven General Stores does
Lucky Seven General Stores is a regional convenience retail chain operated by Edwards Oil Inc., a Minnesota corporation, running 33+ owned storefronts across northern Minnesota and Wisconsin. The business serves residents, commuters, hunters, anglers, and travelers in rural and small-town markets where conventional big-box retail is thin. Offerings span fuel (gasoline plus #1 and #2 diesel and Off-Road Diesel at many sites), snacks, prepared food (including co-located Subway franchises and the Great American Roadhouse full-service restaurant at Swan River), lottery, hunting and fishing supplies (Lucky Seven Outdoor Sports and Hoover Road Sporting Goods, including firearms, ammunition, live bait, and licenses), beer/wine/liquor (Little Brown Jug sub-brand), movie rentals, tobacco and vapor products, and ancillary services such as the Hurricane Car Wash at Grand Rapids.
The underlying technology layer is conventional for a multi-site c-store operator: standard retail point-of-sale integrated with fuel-pump controllers, plus a tiered PERKS! loyalty program that captures visits via card swipe or ALT ID, stores point balances, and issues Lucky Bucks in-store credit ($5 per 200 points) and stackable fuel discounts ranging from 3-20 cents per gallon. A debit variant, the Perks Pay Debit card, is administered by third-party processor Zipline and adds a guaranteed 6-cent daily rollback at the pump. A companion mobile app supports reward tracking, barcode scanning, and store location lookup. No AI/ML systems, proprietary models, or advanced data infrastructure are evidenced; integrations are limited to Zipline, address-verification (NCOA), and standard social media platforms.
The revenue model is straightforward retail transaction economics across six core streams: in-store convenience sales, fuel, food service, liquor, outdoor sporting goods, and ancillary services (car wash, lottery, hunting/fishing licenses, movie rentals). The company operates a direct-to-consumer physical-retail GTM in rural Minnesota and Wisconsin, with the loyalty program functioning as the primary retention mechanism. It is privately held with no disclosed institutional ownership, no parent company, and no disclosed revenue, funding history, or executive roster.
Lucky Seven General Stores firmographics
Firmographics- Name
- Lucky Seven General Stores
- Legal name
- Edwards Oil Inc.
- Website
- https://luckysevengeneralstores.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Lucky Seven General Stores, operated by Edwards Oil Inc., runs 33+ convenience retail locations across northern Minnesota and Wisconsin. It serves rural communities with fuel, snacks, prepared food, hunting and fishing supplies, liquor under Little Brown Jug, and a PERKS! loyalty rewards program.
- Ownership category
- akta.pro rank
Lucky Seven General Stores industry classification
Industry- Product category
- Convenience Store Retail
- NAICS
- Convenience Retailers (445131), Convenience Retailers and Vending Machine Operators (44513), All Other General Merchandise Retailers (455219)
- SIC
- Retail-Convenience Stores (5412), Retail-Variety Stores (5331), Retail-Misc General Merchandise Stores (5399)
- akta.pro primary industry
- Rural & Remote Value Convenience Stores (CRAEAJAB)
- akta.pro secondary industries
- Neighborhood Variety & Convenience Variety Stores (CRAGAJAC), Travel & Mini/Compact Variety Stores (Small-Format Assortment) (CRAEAGAJ)
Keywords
Where Lucky Seven General Stores is headquartered
LocationHeadquarters
- HQ city
- Virginia
- HQ country
- United States
- HQ region
- North America
Offices29 records
Markets served
Lucky Seven General Stores business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Retail Sales - Convenience Items: In-store sales of snacks, beverages, groceries, prepared foods, tobacco products, and general merchandise across all 33+ locations.
- Fuel Sales: Gasoline and diesel fuel sales at pump locations. Many stores offer #1 & #2 Diesel and Off-Road Diesel. Fuel discounts available through PERKS! loyalty program.
- Food Service: Prepared hot food, deli items, Subway sandwiches, and grab-and-go food items. Some locations feature full restaurants (Great American Roadhouse at Swan River).
- Liquor Sales (Little Brown Jug): Beer, wine, and liquor sales through Little Brown Jug branded stores located within select Lucky Seven locations.
- Outdoor Sports & Sporting Goods: Hunting, fishing, and outdoor sporting goods including rifles, shotguns, ammunition, fishing tackle, live bait, and outdoor clothing.
- Ancillary Services: Car wash services (Grand Rapids), movie rentals, gift items, hunting/fishing licenses, and lottery.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Manager in Training: $17-19/hour |
| Other | Annual | Store Management: $45,000-$58,000/year |
| Other | Annual | Subway Store Management: $48,672-$56,784/year |
| Other | Hourly | Retail Associate/Cashier: $13.25-$14.75/hour |
| Other | Hourly | Food Service Specialist: $13-$15/hour |
| Other | Daily | Sporting Goods Retail Associate: $15.25/day |
| Transaction based/ take rate | Pay-as-you-go | PERKS! Loyalty Fuel Discounts: 3-20 cents/gallon |
| Transaction based/ take rate | Pay-as-you-go | Lucky Bucks In-Store Credit: $5 reward per 200 points |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Lucky Seven General Stores product offering
Product offeringCore offering
Lucky Seven General Stores runs a network of 33+ convenience retail and fuel locations across Minnesota and Wisconsin, selling everyday convenience items, fuel, lottery, food, and alcohol. The company extends its footprint through specialty sub-brands including Little Brown Jug liquor stores, Lucky Seven Outdoor Sports, Hoover Road Sporting Goods, and the Great American Roadhouse restaurant. Customer-facing programs include the PERKS! loyalty program and Perks Pay Debit card.
Product overview
Lucky Seven General Stores operates as a regional convenience store and retail chain (dba of Edwards Oil Inc.) with 33+ locations across Minnesota and Wisconsin. The company offers a multi-format retail portfolio centered on convenience retail with fuel sales, complemented by the PERKS! loyalty program with integrated debit card rewards, the Little Brown Jug liquor store sub-brand, and Lucky Seven Outdoor Sports (sporting goods with hunting and fishing supplies). Additional offerings include co-located Subway and Great American Roadhouse restaurants, car wash services, movie rentals, and a comprehensive tobacco/vapor product selection. The PERKS! Program serves as the unified customer engagement platform across all store formats.
Differentiator
Problem solved
Functional benefit
Brands
- Little Brown Jug: Beer, Wine & Liquor store brand operating at select Lucky Seven locations including Biwabik, Nashwauk, and International Falls.
- Lucky Seven Outdoor Sports
- Hoover Road Sporting Goods
- Great American Roadhouse
Quantifiable outcome
- Fuel discounts of 3-20 cents per gallon through loyalty program
- +3 more outcomes
Companies that use Lucky Seven General Stores
Customer profileSegments5 records
Ideal customer profiles3 records
Lucky Seven General Stores technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Lucky Seven General Stores partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- SubwaycoreSubway franchise restaurants operating inside select Lucky Seven General Stores locations in Biwabik and potentially other locations. Provides prepared food service including sandwiches made to order.
- Little Brown JugcoreBeer, Wine & Liquor branded stores operating within select Lucky Seven locations and at standalone sites in Biwabik, Nashwauk, and other communities. Part of the Lucky Seven brand family.
- Zipline (Perks Pay Debit Processor)coreThird-party debit card processor and administrator for Lucky Seven Perks Pay Debit card program. Manages card enrollment, transaction processing, and customer support for the combined reward-payment card.
- Great American RoadhouseminorFull restaurant operating at Swan River Lucky Seven location, providing dine-in meal service alongside convenience store operations.
- Hurricane Car WashminorCar wash services available at Grand Rapids Lucky Seven location, operated as a co-located service.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Lucky Seven General Stores competitors and assessment
Company assessmentBroad incumbents
- Couche-Tard / Circle K: Global convenience and fuel operator with 14,000+ Circle K stores including U.S. Midwest presence. Larger incumbent offering similar fuel/c-store merchandise with stronger digital, loyalty, and supply-chain capabilities.
- Speedway (now 7-Eleven): Formerly standalone large U.S. fuel/c-store chain (acquired by 7-Eleven in 2021). Comparable fuel-anchored small-format c-store model with Midwest presence; relevant for benchmarking larger-chain operating economics.
- 7-Eleven: Largest U.S. c-store chain (12,000+ stores) with broad fuel and convenience offerings. Comparable small-box retail format with extended hours and snack/beverage mix, though typically in more urban/suburban trade areas.
- Murphy USA: Public fuel-led convenience retailer (1,700+ stores) primarily co-located with Walmart. Comparable small-format, fuel-anchored model though distributed through a different site-selection strategy.
- BP / ampm: Multinational energy major operating the ampm convenience banner in the U.S. Comparable fuel-and-c-store retail model with broader geographic and capital resources, though operating primarily in western/southern states.
Direct peers
- Casey's General Stores: Midwest-anchored c-store chain (2,500+ locations) with strong presence in Iowa, Minnesota, and surrounding states. Closely comparable multi-format model combining fuel, prepared food (Casey's pizza, kitchens), and rural market focus.
- Kwik Trip: Wisconsin-headquartered convenience and fuel chain operating hundreds of stores across the upper Midwest including Minnesota. Direct competitor in the same rural/small-town trade areas where Lucky Seven operates, with overlapping fuel, food service, and loyalty programs.
- Holiday Stationstores: Minnesota-based convenience and fuel chain (500+ stores) operating across MN, WI, and surrounding states. Direct competitor with nearly identical fuel-and-c-store model in overlapping rural and small-town trade areas.
- Wawa: Privately-held regional c-store chain (1,000+ stores) on the East Coast with fuel, made-to-order food, and a leading loyalty app. Comparable fuel-and-food convenience model with strong brand differentiation.
- Sheetz: Privately-held Mid-Atlantic c-store chain (700+ stores) with fuel, made-to-order food, and proprietary loyalty. Comparable multi-format, vertically integrated convenience model with strong private-label positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Lucky Seven General Stores social profiles
Digital presenceLucky Seven General Stores financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lucky Seven General Stores leadership team
Management profileNumber of profiles
Lucky Seven General Stores subsidiaries and ownership
Company hierarchySubsidiaries2 records
Lucky Seven General Stores funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lucky Seven General Stores 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 Lucky Seven General Stores
What does Lucky Seven General Stores do?
Lucky Seven General Stores runs a network of 33+ convenience retail and fuel locations across Minnesota and Wisconsin, selling everyday convenience items, fuel, lottery, food, and alcohol. The company extends its footprint through specialty sub-brands including Little Brown Jug liquor stores, Lucky Seven Outdoor Sports, Hoover Road Sporting Goods, and the Great American Roadhouse restaurant. Customer-facing programs include the PERKS! loyalty program and Perks Pay Debit card.
Is Lucky Seven General Stores a public or private company?
Lucky Seven General Stores is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Lucky Seven General Stores founded?
Lucky Seven General Stores was founded in 2014. It employs 11 to 50 people.
Where is Lucky Seven General Stores based?
Lucky Seven General Stores is headquartered in Virginia, United States, in the North America region.
How does Lucky Seven General Stores make money?
Six revenue lines are on record. Retail Sales - Convenience Items are the primary driver. The others are fuel Sales, food Service, liquor Sales (Little Brown Jug), outdoor Sports & Sporting Goods and ancillary Services.
Who are Lucky Seven General Stores's main competitors?
Broad incumbents on record are Couche-Tard / Circle K, Speedway (now 7-Eleven), 7-Eleven, Murphy USA and BP / ampm. Direct peers are Casey's General Stores, Kwik Trip, Holiday Stationstores, Wawa and Sheetz.
Does Lucky Seven General Stores have an API?
No public API is recorded for Lucky Seven General Stores.
What industry is Lucky Seven General Stores in?
Lucky Seven General Stores's product category is Convenience Store Retail. Its primary akta.pro industry code is CRAEAJAB, Rural & Remote Value Convenience Stores, with a secondary code of CRAGAJAC, Neighborhood Variety & Convenience Variety Stores. Its NAICS code is 445131 and its SIC code is 5412.