Refuel Operating Co. is a fuel retailer with 230 company-owned gas stations across five states. The business was founded five years ago, starting with five stations — and it’s grown to its current size through 17 acquisitions over the years. 

Nick Dobias, Refuel’s vice president of fuel, says that the current economic environment is a tough one for fuel retailers. He’s seeing lower volume at his stations and decreased spend from Refuel’s customers. Nick has observed the rise of the uncommitted customer over the past few years, and he’s trying to win more visits from those customers to continue growing the business.

When it comes to uncommitted customers, Nick and Refuel turn to Upside. Our digital marketplace helps the retailer win more visits from cross-shopping customers, bringing more dollars to Refuel’s pumps and convenience stores.

“Over the last 12 months, Upside has driven over 7 million gallons of incremental business to our locations,” Nick said. “If you look at our average volume, that's about four to five new-build locations.”