Campbell Oil Company | BellStores, Inc.

What Campbell Oil Company | BellStores, Inc. does

Campbell Oil Company is a privately held, Ohio-domiciled holding entity that operates BellStores, Inc., a 78-location convenience store chain concentrated in Ohio with strong positions in the Akron and Canton markets. Founded in 1939 as a horse-drawn-wagon fuel deliverer in Massillon, the company formalized its retail strategy in 1996 by spinning up BellStores as the convenience-store operating subsidiary under President and CEO Brian Burrow (in role since 1997). The company employs 1,400 people across its corporate headquarters on Hills and Dales Rd NE in Massillon and its 78 retail sites, plus 42 car wash locations.

BellStores runs a platform-plus-partner retail model. Core proprietary offerings include Marathon Top Tier gasoline (the only brand in its marketing territory carrying STP-branded detergent additives at >2x EPA minimum), Swiss-designed bean-to-cup coffee at ~70 locations producing roughly 8,125 cups/day, a 132-flavor fountain and ICEE program, and a four-tier car wash operation (Classic through Ultimate Plus) in both touch-free and soft-touch formats. The Bell Buddy Rewards loyalty program — delivered via iOS/Android app and web — drives repeat traffic through a tiered cents-off-per-gallon fuel discount, a buy-5-get-1-free beverage tracker, and a 15¢/gallon cross-promotion for car wash plus fuel purchases. The company layers in franchised QSR brands (17 Subway, 33 Hunt Brothers Pizza, 11 Dairy Queen, 5 Champs Chicken, plus Domino's and a proprietary Bell's Bistro counter) at 27 sites, converting c-stores into multi-vendor food destinations. The stated food-service partnership mix has expanded since the formal Food Service division was established in 2004.

Revenue derives from in-store merchandise, fuel (gasoline, diesel, kerosene, propane, REC-89 at select sites), car wash services, gift cards (BellBucks, $5–$500), franchised QSR sales, and proprietary prepared-food sales. The company discloses no financial figures; based on 1995 fuel volume of >100M gallons and current 78-store footprint, estimated annual revenue falls in the $250M–$500M band with low confidence. Distribution is exclusively direct-to-consumer via company-owned stores; no franchising, third-party resellers, or wholesale of the BellStores brand exists. Marketing relies on the loyalty app, social media (Facebook, Pinterest, Twitter), email, in-store POS signage, community sponsorships, and periodic sweepstakes campaigns.

Name

Campbell Oil Company | BellStores, Inc.

Legal name

Bell Stores, Incorporated

Website

https://bellstores.com

Company type

Private

Founded year

1939

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

BellStores, founded 1939 in Massillon, Ohio, operates 78 company-owned convenience stores across the state offering Marathon fuel, car washes, on-site Subway/Dairy Queen/Hunt Brothers Pizza/Champs Chicken food service, and the Bell Buddy Rewards loyalty program serving everyday Ohio consumers.

Ownership category

akta.pro rank

Product category

Convenience Store Retail

NAICS

Convenience Retailers (445131), Gasoline Stations with Convenience Stores (45711)

SIC

Retail-Convenience Stores (5412)

akta.pro primary industry

Traditional Convenience Stores (C-Stores) (CRAHABAA)

akta.pro secondary industry

Convenience Retail with Quick-Service Foodservice (Hot Food/Prepared) (CRANAJAI)

Keywords

• Convenience store retail
• Fuel and gasoline sales
• Car wash services
• Loyalty rewards program
• Quick service restaurants

Headquarters

HQ city

Massillon

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Convenience Store Retail Sales: Sale of snacks, beverages, tobacco products, lottery tickets, and general merchandise across 77-78 BellStores locations. Also includes revenue from car wash services, gift cards (BellBucks), and ancillary products. Food service revenue generated through Subway, Dairy Queen, Champs Chicken, Hunt Brothers Pizza, Bell's Bistro, and Domino's Pizza operated within or adjacent to BellStores locations.
2. Fuel Sales (Gasoline and Diesel): Sale of Marathon-branded gasoline (three grades) and diesel fuel at all BellStores locations, supplemented by K-1 kerosene, propane, and REC-89 at select locations. Bell Buddy Rewards fuel discounts are redeemed as cents-off-per-gallon at the pump, reducing the effective transaction price.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels8 records

Core offering

Campbell Oil Company operates BellStores, a chain of 78 company-owned convenience stores in Ohio selling Marathon Top Tier gasoline and diesel, snacks, beverages, tobacco, lottery, and general merchandise, along with branded quick-service food (Subway, Dairy Queen, Hunt Brothers Pizza, Champs Chicken, Domino's) and proprietary food counters. Stores also offer car wash services at 42 locations, Swiss-designed Bean-to-Cup coffee at ~70 locations, BellBucks gift cards, and a digital Bell Buddy Rewards loyalty program delivered through a mobile app and website.

Product overview

BellStores is a convenience store chain operating 78 locations across Ohio under parent company Campbell Oil Company (founded 1939). The business operates a platform-plus-services model combining proprietary retail operations with franchised food service. Core offerings include Marathon fuel (gasoline, diesel, kerosene, propane, REC-89), car wash services, and proprietary food and beverage counters including Bean-to-Cup coffee (132 fountain flavor combinations) and Bell's Bistro sandwiches. Complementing this are 27 franchised restaurant locations comprising Subway (17), Hunt Brothers Pizza (33), Dairy Queen (11), and Champs Chicken (5). The Bell Buddy Rewards loyalty program integrates all offerings, enabling members to earn fuel discounts based on in-store spending and redeem rewards at pump or checkout. BellBucks gift cards provide another payment and gifting mechanism. The BellStores mobile app connects these services for digital rewards tracking and promotional access.

Differentiator

Problem solved

Functional benefit

Brands

• Bell Buddy Rewards: Loyalty rewards program allowing customers to earn cents off per gallon of fuel for every $25 spent in store, with free beverages after every 5 purchases.

Products and services

• BellStores Convenience Stores
• Bell Buddy Rewards
• BellBucks Gift Cards
• Marathon Gasoline and Diesel
• Bean-to-Cup Coffee
• Fountain and ICEE Drinks
• Car Wash
• Bell's Bistro
• Subway Restaurants
• Dairy Queen Restaurants
• Hunt Brothers Pizza
• Champs Chicken 5 Champs Chicken fried chicken franchise locations operating within BellStores convenience stores, with plans to grow.

Quantifiable outcome

• 3¢ off per gallon every day for Bell Buddy Rewards members (baseline, no spending threshold required)
• +6 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core, major and minor.

• Marathon PetroleumcoreStrategic or Co-development PartnerBellStores named Marathon as its official branded gasoline partner in 2006. Marathon is a U.S.-owned company headquartered in Findlay, Ohio. BellStores exclusively carries Marathon Top Tier certified gasoline with STP branded detergent additives — the only brand with STP additives in their marketing territory. BellStores also carries Marathon diesel fuel. This is a long-term, strategic fuel supply and branding partnership that defines the core fuel offering of every BellStores location.
• SubwaymajorChannel Partner/ Reseller/ DistributorBellStores operates 17 Subway restaurant locations within or adjacent to BellStores convenience stores. Customers can purchase Subway sandwiches as part of their in-store shopping experience. The food service division, established in 2004, manages these Subway locations.
• Dairy QueenmajorChannel Partner/ Reseller/ DistributorBellStores operates 11 Dairy Queen locations within or adjacent to BellStores convenience stores, offering Blizzard treats and fan food. Part of the food service division established in 2004.
• Hunt Brothers PizzamajorChannel Partner/ Reseller/ DistributorBellStores operates 33 Hunt Brothers Pizza locations within or adjacent to BellStores convenience stores — the largest food service partner by location count. Part of the food service division established in 2004.
• Champs ChickenminorChannel Partner/ Reseller/ DistributorBellStores operates 5 Champs Chicken locations within or adjacent to BellStores convenience stores, with plans to grow. Part of the food service division established in 2004.
• Domino's PizzaminorChannel Partner/ Reseller/ DistributorSome BellStores locations feature Domino's Pizza operations within or adjacent to the store, offering hot pizza delivery/pickup as part of the food service offerings.
• STP (Snap-on Brands / Energizer)coreStrategic or Co-development PartnerSTP branded detergent additives are used exclusively in Marathon gasoline sold at BellStores. STP additives contain more than double the EPA minimum detergent dose. The additives are custom-made for Marathon and BellStores has exclusive use of STP branded additives in their marketing territory. STP is a well-known consumer brand for fuel and engine additives.
• The Salvation ArmyminorOthersBellStores partners with The Salvation Army as part of its community giving program, supporting charitable initiatives in Ohio communities where BellStores operates.
• Habitat for HumanityminorOthersBellStores supports Habitat for Humanity as part of its community engagement. Company employees have participated in building Habitat for Humanity houses. Part of the community partnerships for organizations that strengthen neighborhoods.
• Pathway Caring for ChildrenminorOthersBellStores partners with Pathway Caring for Children as part of its community giving program, supporting organizations that help those in need in Ohio communities.
• American Arbitration Association (AAA)minorOthersThe AAA administers Bell Buddy Rewards arbitration proceedings for consumer-related disputes, per the program's Terms and Conditions (governed by Ohio law). The arbitration clause in the terms governs the resolution of disputes between BellStores and program members.

Scale indicators6 records

Recent moves15 records

Expansion highlights5 records

Direct peers

• Wawa: Private, employee-owned C-store chain of ~1,000 locations along the East Coast with a strong fresh-prepared food and coffee program and an integrated loyalty app. Highly comparable on private/family-equivalent ownership, food quality focus, and brand-led loyalty, though significantly larger than BellStores.
• Sheetz: Family-owned Mid-Atlantic C-store chain with ~700 stores across six states. Closely comparable to BellStores in private/family ownership, integrated food service program (made-to-order kitchens), loyalty program (Sheetz Rewards), and multi-category offering (fuel, food, car wash). BellStores operates in a similar niche at smaller scale.
• Casey's General Stores:
• Royal Farms: Mid-Atlantic family-owned C-store chain of ~350 stores known for its fried chicken, fresh coffee, and fuel-led model. Comparable to BellStores on family ownership, branded/QSR-adjacent food service, fresh coffee program, and regional footprint strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks1 record

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/campbell-oil-company-bellstores-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Campbell Oil Company | BellStores, Inc.