rebel convenience stores
Rebel Convenience Stores is a family-owned private convenience store chain operating 500+ US locations, including 170 stores and 56 car washes across 5 New England states. It serves general consumers with fuel, fresh-made food, beverages, alcohol, snacks, and household essentials, supported by a loyalty program and online delivery.
- Company typePrivate
- Founded2012
- HeadquartersUpland, United States
- Headcount—
- GTM typeB2C
- OfferingServices
What rebel convenience stores does
Rebel Convenience Stores is a family-owned, private convenience store chain operating in the United States with roots tracing to 1991 when the family opened a single station in Baldwin Park, California. The modern Rebel brand was formally established in 2012 in Las Vegas, Nevada, and the company has since expanded to over 500 locations nationwide, including 170 directly-operated convenience stores and 56 car washes across 5 New England states. The company is headquartered in Upland, California, and operates under the legal entity Rebel Stores governed by California law. Sub-brands include the Rebel Rewards loyalty program and Rebel Fleet, a wholly-owned subsidiary focused on commercial fleet fuel services.
The company's core operations revolve around physical retail convenience stores offering fuel (gas and diesel), freshly-prepared proprietary food (Signature Chicken, Big AZ Burgers, Create Your Own Pizza), beverages, alcohol, snacks, ice cream, groceries, and household items, supplemented by state-of-the-art car washes at 56 locations and co-branded stores through a Nouria partnership. Its technology stack consists of a points-based loyalty program (Rebel Rewards) delivered through mobile apps on iOS and Android, an SMS marketing program with keywords for promotions, an online ordering and delivery integration through the Vroom Delivery platform, and Kronos for workforce management. Customer-facing channels include 500+ physical retail locations, a Vroom Delivery-powered e-commerce storefront, and the mobile app — all positioned under a "Your Store, Your Way" brand identity emphasizing modern store design and clean facilities.
Rebel's revenue model is multi-stream and transaction-based, generating income from in-store retail sales, fuel sales, proprietary food service, delivery orders, car wash services, and Rebel Fleet commercial services. Customer data collected through Rebel Rewards is identified as an additional revenue stream supporting targeted marketing and customer retention. The primary customer segment is general consumer/convenience shoppers — morning commuters, lunch customers, and evening/social consumers — with a secondary segment of delivery customers using the Vroom Delivery platform. The ownership structure is family-owned with no institutional investors, private equity backing, or parent company identified.
rebel convenience stores firmographics
Firmographics- Name
- rebel convenience stores
- Legal name
- Rebel Stores
- Website
- https://rebelstores.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Short description
- Rebel Convenience Stores is a family-owned private convenience store chain operating 500+ US locations, including 170 stores and 56 car washes across 5 New England states. It serves general consumers with fuel, fresh-made food, beverages, alcohol, snacks, and household essentials, supported by a loyalty program and online delivery.
- Ownership category
- akta.pro rank
rebel convenience stores industry classification
Industry- Product category
- Convenience Store Retail
- NAICS
- Convenience Retailers (445131)
- SIC
- Retail-Convenience Stores (5412)
- akta.pro primary industry
- Fuel Stations with Convenience Retail (Forecourt C-Stores) (CRANAJAB)
- akta.pro secondary industry
- Traditional Convenience Stores (Alcohol/Tobacco-led) (CRANAJAA)
Keywords
Where rebel convenience stores is headquartered
LocationHeadquarters
- HQ city
- Upland
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
rebel convenience stores business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Retail In-Store Sales: Revenue from selling food, beverages, alcohol, snacks, ice cream, groceries, and household items across physical store locations.
- Fuel Sales: Gas and diesel fuel sales at convenience store locations with fuel stations.
- Food Service: Hot food offerings including Signature Chicken, burgers, pizza, tacos, and prepared meals made fresh in-store.
- Delivery and Online Orders: Revenue from delivery orders placed through Vroom Delivery platform integration.
- Loyalty Program Data: Customer data collection through Rebel Rewards program for targeted marketing and customer retention.
- Car Wash Services: State-of-the-art car wash facilities at store locations generating additional revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free loyalty program with points earning on purchases |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
rebel convenience stores product offering
Product offeringCore offering
Rebel Convenience Stores operates a chain of convenience retail locations selling beverages, alcohol, snacks, food service items (Signature Chicken, Create Your Own Pizza, Big AZ Burgers), ice cream, groceries, and household essentials. The company complements its retail offering with fuel sales, car wash services, fleet card services for commercial customers, and digital conveniences including a loyalty program (Rebel Rewards) and delivery service (Rebel Delivery).
Product overview
Rebel Convenience Stores operates a chain of 170+ convenience stores across the United States with a presence in 5 New England states. The company offers a unified retail experience combining physical convenience store locations with digital services. The core product portfolio includes Rebel Rewards (a loyalty program for earning and redeeming points), Rebel Delivery (third-party delivery service), and proprietary food service offerings including Signature Chicken, Create Your Own Pizza, and Big AZ Burgers. Retail operations encompass seven product categories: Beverages (energy drinks, sodas, sports drinks), Alcohol (beer, wine, spirits, hard seltzer), Snacks (chips, candy), Ice Cream (premium and mainstream brands), Groceries (essentials, instant foods), and Household items. Additional services include car wash facilities (56 locations) and Rebel Fleet commercial services. The company positions itself as a next-generation retailer with clean facilities, contemporary design, and innovative product offerings.
Differentiator
Problem solved
Functional benefit
Brands
- Rebel Rewards: Loyalty program that allows customers to earn points, get discounts, and redeem rewards for free items.
- Rebel Fleet
Products and services
- Rebel Rewards
Companies that use rebel convenience stores
Customer profileSegments2 records
Ideal customer profiles2 records
rebel convenience stores technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
rebel convenience stores partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Vroom DeliverycoreVroom Delivery serves as the primary online ordering and delivery platform for Rebel Convenience Stores, enabling customers to order food, beverages, alcohol, snacks, and household items through the Vroom platform with direct integration on Rebel's website.
- NouriacoreNouria is a co-brand partner referenced in Rebel's expansion strategy, appearing alongside Rebel's proprietary offerings (gas, diesel fuels, convenience stores, food service, car washes) in their real estate and growth communications.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
rebel convenience stores competitors and assessment
Company assessmentDirect peers
- Nouria Energy: Nouria operates a large network of convenience stores and fuel sites in New England and is also identified by Rebel as a co-brand and expansion partner. Its regional, fuel-led convenience model directly overlaps Rebel's core store and expansion proposition.
- Cumberland Farms: Cumberland Farms operates convenience stores, fuel, foodservice, and loyalty offerings throughout the Northeast. It is a strong regional comparison for Rebel's New England convenience-and-fuel footprint.
- Alltown: Alltown is a convenience-store and fuel operator with a strong presence in New England. Its combination of forecourt retail, prepared food, and loyalty-driven convenience offerings is directly comparable to Rebel.
- Stewart's Shops: Stewart's Shops is a regional convenience retailer known for fuel, proprietary food and beverage products, and neighborhood stores. It is comparable to Rebel's integrated strategy of combining fuel with differentiated convenience products and foodservice.
- Wawa: Wawa operates a large convenience-store network centered on fuel, prepared food, beverages, and digital ordering. Its scaled foodservice-led convenience model competes for many of the same on-the-go customers as Rebel.
- Sheetz: Sheetz is a major convenience and fuel retailer distinguished by made-to-order food, beverages, rewards, and integrated store formats. It is a strong benchmark for Rebel's proprietary food and technology-enabled convenience proposition.
- QuikTrip: QuikTrip operates a large chain of convenience stores with integrated fuel, private-label food and beverage offerings, and strong store operations. Its multi-format retail model is closely comparable to Rebel's convenience, food, and fuel strategy.
- Casey's: Casey's is a scaled convenience retailer combining fuel, groceries, prepared food, and foodservice across a broad store network. Its integrated convenience model and emphasis on fresh food directly overlap with Rebel's offering.
Broad incumbents
- 7-Eleven: 7-Eleven is a global convenience incumbent offering fuel, packaged beverages, food, delivery, and loyalty services. It overlaps materially with Rebel's core convenience and digital offerings but operates at substantially greater scale.
- Circle K: Circle K is a broad international convenience and fuel retailer with foodservice, loyalty, and digital capabilities. It is a scaled incumbent against which Rebel's modern, multi-format U.S. convenience model can be benchmarked.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
rebel convenience stores social profiles
Digital presencerebel convenience stores financial estimates
Financial estimateRevenue estimate
Valuation estimate
rebel convenience stores leadership team
Management profileNumber of profiles
rebel convenience stores subsidiaries and ownership
Company hierarchySubsidiaries1 record
rebel convenience stores funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
rebel convenience 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 rebel convenience stores
What does rebel convenience stores do?
Rebel Convenience Stores operates a chain of convenience retail locations selling beverages, alcohol, snacks, food service items (Signature Chicken, Create Your Own Pizza, Big AZ Burgers), ice cream, groceries, and household essentials. The company complements its retail offering with fuel sales, car wash services, fleet card services for commercial customers, and digital conveniences including a loyalty program (Rebel Rewards) and delivery service (Rebel Delivery).
Is rebel convenience stores a public or private company?
rebel convenience stores is a private company. It is classified as family owned and is currently operating.
When was rebel convenience stores founded?
rebel convenience stores was founded in 2012.
Where is rebel convenience stores based?
rebel convenience stores is headquartered in Upland, United States, in the North America region.
How does rebel convenience stores make money?
Six revenue lines are on record. Retail In-Store Sales are the primary driver. The others are fuel Sales, food Service, delivery and Online Orders, loyalty Program Data and car Wash Services.
Who are rebel convenience stores's main competitors?
Direct peers on record are Nouria Energy, Cumberland Farms, Alltown, Stewart's Shops, Wawa, Sheetz, QuikTrip and Casey's. Broad incumbents are 7-Eleven and Circle K.
Does rebel convenience stores have an API?
No public API is recorded for rebel convenience stores.
What industry is rebel convenience stores in?
rebel convenience stores's product category is Convenience Store Retail. Its primary akta.pro industry code is CRANAJAB, Fuel Stations with Convenience Retail (Forecourt C-Stores), with a secondary code of CRANAJAA, Traditional Convenience Stores (Alcohol/Tobacco-led). Its NAICS code is 445131 and its SIC code is 5412.