United Pacific - Comprehensive Analysis Report

Summary

United Pacific, established in 1955, is a prominent independent owner, supplier, and operator of gas stations and convenience stores primarily across the Western United States. The company's operations span 10 to 11 states, including California, Washington, Oregon, Colorado, Nevada, Kansas, New Mexico, and Nebraska, operating hundreds of locations. United Pacific's mission centers on enhancing the customer experience within its network by diversifying product offerings and modernizing communication methods, while actively pursuing acquisitions to drive growth and expand its footprint. The company is a significant player in the convenience retail industry, consistently ranking among the top U.S. c-store chains by store count.

1. Strategic Focus & Objectives

Core Objectives

Enhance Customer Experience: Provide a superior customer journey within its extensive gas station and convenience store network.
Brand Unification & Development: Develop the "Rocket" convenience store brand to unify its retail base and maximize brand recognition.
Food Service Relaunch: Successfully relaunch and expand food service and dispensed beverage programs to enhance offerings and drive in-store sales.
Technological Optimization: Optimize business processes through technology to improve efficiency, streamline operations, and enhance customer interactions.
Acquisition-Led Growth: Actively pursue strategic acquisitions to expand its footprint and increase market share.
Convert Gas-Only Customers: Implement targeted offers and an engaging retail media network at fuel pumps to convert gas-only customers into in-store shoppers.

Specialization Areas

United Pacific specializes in the ownership, supply, and operation of gas stations and convenience stores. Its unique value propositions include:
Extensive Network: A robust network of hundreds of locations across key Western U.S. states.
Diversified Fuel Brands: Offering motor fuel products under major brands such as 76, Conoco, Chevron, Shell, Phillips 66, and its own United Oil flag.
Modern Convenience Store Branding: Operating under the "Rocket" brand, along with "We Got It! Food Mart" and "My Goods Market" banners.
Technology-Driven Customer Engagement: Leveraging advanced technological platforms for e-commerce, customer feedback, and a retail media network to personalize the customer experience.

Target Markets

United Pacific primarily targets consumers in the Western United States across 10 to 11 states, focusing on individuals seeking convenient access to fuel and a diverse range of convenience store products and services. Its market positioning strategy emphasizes accessibility, a modern shopping experience, and value-driven offerings to attract and retain customers in a competitive landscape.

2. Financial Overview

Funding History

United Pacific is a privately held company. Prior to a merger, it was owned by joint venture entities between affiliates of New York-based Fortress Investment Group and a subsidiary of Houston-based Phillips 66 Co.
2014: Fortress Investment Group acquired United Oil Co., which operated over 130 sites.
June 2015: The entity was renamed United Pacific following the acquisition of 251 convenience stores from Pacific Convenience & Fuels.
2020: United Pacific acquired 95 gas station and convenience store assets from Platinum Energy and related entities.
May 2023: Rocket Stores, a segment of United Pacific, was involved in a buyout/LBO deal for 10 petroleum marketing and convenience retail stores with Boyett Petroleum.
The company's estimated annual revenue is in the range of $100 - $250 million. Prior to these acquisitions, in 2016, United Pacific was reported to be a $3.5 billion platform built in 18 months, with private-equity backing.

3. Product Pipeline

Key Products/Services

Motor Fuel Products:
Description: Offers gasoline and diesel under various major brands and its proprietary United Oil brand.
Development Stage: Established and continuously supplied.
Target Market/Condition: Everyday commuters and travelers in need of vehicle fueling.
Key Features and Benefits: Brand variety, convenient locations, competitive pricing.
Rocket Convenience Stores (and other banners like We Got It! Food Mart, My Goods Market):
Description: Provides a wide array of convenience items, including snacks, beverages, groceries, and increasingly, foodservice options.
Development Stage: Maturing, with ongoing brand unification and expansion.
Target Market/Condition: Customers seeking quick and convenient access to everyday essentials and prepared food.
Key Features and Benefits: Diverse product selection, loyalty programs, digital engagement through the Rocket Stores App.
Foodservice and Dispensed Beverage Programs:
Description: Relaunched and expanded programs offering fresh, made-to-order, and grab-and-go food and a variety of dispensed beverages.
Development Stage: Actively relaunching and expanding.
Target Market/Condition: Consumers looking for quick meal solutions and beverage options.
Key Features and Benefits: Enhanced customer experience, increased in-store sales, competitive offering against quick-service restaurants.
Alternative Fuels and EV Charging:
Description: Offers renewable diesel, biodiesel, and E85 at select California sites, and evaluates opportunities for hydrogen refueling and EV recharging.
Development Stage: Piloting and evaluation for expanded roll-out.
Target Market/Condition: Environmentally conscious consumers and owners of alternative fuel/electric vehicles.
Expected Timeline: Ongoing evaluation with future expansion planned for hydrogen and EV charging.
Key Features and Benefits: Supports sustainability, addresses evolving energy demands, future-proofs locations.

4. Technology & Innovation

Technology Stack

Zebra Workcloud Task Management and Workcloud Check: Used for improving communication between stores and the support center, organizing tasks, and providing mobile access to assignments, attachments, and surveys. This platform also offers analytics for assessing store performance and support center workloads.
Lula Commerce: Implemented to enhance e-commerce operations across its over 600 convenience stores. This partnership includes real-time inventory management, integration with major delivery platforms, and advanced customer engagement tools. Lula Operators, AI-powered agents, automate e-commerce, ensuring uptime, efficient order processing, and proactive customer service.
HappyOrNot: A customer feedback system utilized to gather insights on customer satisfaction, which has shown a correlation with increased sales and revenue.
Rocket Stores App and Rocket CREW Loyalty Program: The Rocket Stores app provides members with rewards such as points on purchases, exclusive discounts, promotions, giveaways, and birthday surprises, along with in-app payment options. The Rocket CREW program typically offers savings on fuel and discounts on in-store products.
Retail Media Network: A digital media experience developed for fuel pumps and in-store screens to guide customers into the store with strategic offers, videos, and couponing.
Technical Capabilities: Focus on data-driven decision making, mobile accessibility for operational tasks, AI-powered e-commerce, real-time customer feedback analysis, and targeted digital marketing.

5. Leadership & Management

Executive Team

Joe Juliano - President and CEO:
Background: Juliano has a career spanning the oil industry, starting in sales at SC Fuels in 1999. He became co-COO of the SC Fuels portfolio of companies before leading United Pacific (formerly United Oil chain and Pacific Convenience & Fuels chain) in 2014, with backing from Fortress Investment Group. He graduated from Princeton and has an MBA from the University of Pittsburgh.
Notable Achievements: Instrumental in leading the expansion and rebranding of United Pacific, growing the company from approximately 500 stores to over 675 locations.
Key Contributions: Focuses on improving customer experience and operational efficiency through technology and strategic acquisitions. He was entrusted by Fortress to build out the executive leadership team and make significant investments in technology and reporting capabilities post-acquisition.
William "Bill" Mullen - President of Retail:
Background: Prior to joining United Pacific in 2018, Mullen served as President of Turkey Hill Minit Markets and held senior leadership roles at Kroger (as Vice President of Convenience, Small Format & Supermarket Petroleum Gas), Kwik Shop, and Tom Thumb Convenience Stores. He also managed his own business, WJM Management LLC, overseeing multiple convenience stores. He studied Business Administration with an Accounting Minor at the University of South Carolina.
Key Contributions: Focuses on innovative convenience retail strategies and leveraging partnerships like Lula Commerce to enhance digital presence and e-commerce for Rocket stores.
Al Beaudette - Chief Investment Officer
Cori Cardwell - Chief Legal Officer
Doug Hecker - VP Operations And Marketing
Mauricio Romero - Vice President Of Marketing And Merchandising

Recent Leadership Changes

No significant recent leadership changes have been identified beyond the existing executive team.

6. Talent and Growth Indicators

United Pacific, including its Rocket Stores brand, employs over 3,500 team members across its locations. The company demonstrates impressive growth, expanding its store count from approximately 500 to over 675 locations in recent years.
Hiring Trends and Workforce: Actively recruits for various retail roles, including Sales Associate, Customer Service Associate, Assistant Store Manager, and Manager In Training.
Company Growth Trajectory Indicators: The increasing number of convenience stores and gas stations, coupled with a focus on acquisitions, signifies a strong growth trajectory.
Employee Sentiment and Culture Insights: Employee reviews indicate mixed sentiment. Positives include steady pay, job security, and opportunities for foundational skill development in a high-volume retail setting. Concerns include perceived lack of management support and communication, insufficient pay, long hours, and work-life balance challenges.
Company Size and Expansion Metrics: Operates hundreds of stores across 10-11 states, including California, Washington, Oregon, Colorado, Nevada, Kansas, New Mexico, and Nebraska.

7. Social Media Presence and Engagement

Digital Footprint

United Pacific and its Rocket Stores brand utilize digital platforms, with a focus on their website (rocketstores.com) and the dedicated Rocket Stores app for its loyalty program, Rocket CREW. While direct official social media links for the company's general brand are not consistently promoted, the company's partners and industry news frequently mention their activities. Social media also serves as a prominent employee recruitment tool for United Pacific. Their brand messaging and positioning emphasize convenience, a modern customer experience, and a diverse range of products.

8. Recognition and Awards

Industry Recognition

United Pacific has been recognized as a significant convenience retail industry player, ranking 14th on CSP's 2025 Top 40 Update to the 2024 Top 202 ranking of U.S. c-store chains by store count.

9. Competitive Analysis

Major Competitors

United Pacific operates in the highly competitive convenience store and gas station industry, particularly in the Western U.S. Major competitors include:
Alimentation Couche-Tard Inc. (Circle K): A global leader in convenience and fuel retail, known for its vast network and strong brand presence. United Pacific itself operates some Circle K branded convenience stores.
EG America LLC: A growing convenience store operator with a significant presence across various regions.
Kwik Trip: A regional chain recognized for its fresh food offerings and vertical integration.
Sheetz: Known for its extensive foodservice options and customer loyalty.
Pilot Co.: A major operator of travel centers, offering fuel and convenience services primarily to professional drivers and travelers.
Love's Travel Stops & Country Stores: Similar to Pilot Co., focusing on highway locations and services for professional drivers.
RaceTrac: A large regional chain with a strong emphasis on fuel and in-store offerings.
Anabi Oil/Rebel: A regional competitor in the Western U.S. with a significant number of locations.
Other Smaller Regional Operators: The market is fragmented with numerous smaller independent and regional chains.

The competitive landscape is characterized by ongoing consolidation, with larger retailers acquiring smaller operations. Competition extends beyond traditional convenience stores to quick-service restaurants and specialized retailers for specific product categories like coffee and nicotine. United Pacific competes by leveraging its technology-driven efficiency, customer-centric approach, and a strong regional brand presence.

10. Market Analysis

Market Overview

The U.S. convenience store and fuel retailing industry is a dynamic sector with an evolving customer base. As of December 31, 2025, there were 151,975 convenience stores in operation in the U.S., with the number of c-stores selling fuel reaching an eight-year high of 122,620. The industry generated $837.4 billion in sales in 2024, with foodservice contributing significantly to this revenue.
Total Addressable Market Size: The convenience store and fuel retailing market in the U.S. is substantial, nearing a trillion dollars in annual sales.
Growth Potential: Growth is anticipated through strategic acquisitions, diversification of product offerings, and technological innovation.
Key Market Trends:
Evolving Consumer Habits: A shift towards more strategic and value-driven purchasing, and increased demand for convenience.
Foodservice as a Profit Center: Growing importance of fresh, made-to-order, and grab-and-go food options.
Technology Adoption: Increased reliance on e-commerce, digital loyalty programs, and operational efficiency tools.
Alternative Fuels: Gradual adoption of electric vehicles and other alternative fuels, impacting future stop dynamics and in-store sales.
Market Challenges and Opportunities: Challenges include declining instore transaction counts, necessitating a focus on increasing average basket size. Opportunities lie in leveraging technology for targeted marketing, expanding high-margin foodservice, and adapting to the future of transportation with alternative fueling options.

11. Strategic Partnerships

United Pacific has strategically partnered with various organizations to enhance its operations and customer experience:
Zebra Technologies: Partnership for Workcloud Task Management and Workcloud Check, aimed at improving in-store operations, communication, and task management.
Lula Commerce: Collaboration to implement AI-powered digital commerce solutions, enabling real-time inventory management, integration with major delivery platforms, and advanced customer engagement across its Rocket and Alta Convenience stores.
HappyOrNot: Utilized to gather real-time customer feedback, allowing the company to identify improvement areas and correlate satisfaction with sales performance.
Upside: Partnership to attract uncommitted customers and drive incremental sales through strategic offers presented via a digital marketplace.
Fortress Investment Group and Phillips 66 Co.: Historically, affiliates of these entities were joint venture owners of United Pacific prior to its mergers and expansions.
Boyett Petroleum: Involved in a Buyout/LBO deal for 10 stores in May 2023, demonstrating ongoing strategic transactions.

12. Operational Insights

United Pacific differentiates itself in the competitive Western U.S. convenience store market through a blend of technology-driven operational efficiency and a strong customer-centric approach.
Current Market Position: A leading independent owner, supplier, and operator of gas stations and convenience stores in the Western United States, consistently ranking among the top chains by store count.
Competitive Advantages:
Extensive and Growing Network: Large and expanding base of locations provides broad market reach.
Technology Integration: Early and effective adoption of platforms like Zebra Workcloud and Lula Commerce for optimized operations and e-commerce.
Customer Feedback Loop: Utilizing HappyOrNot for continuous improvement based on real-time customer insights.
Retail Media Network: Strategic investment in pump-to-store conversion through targeted offers.
Strong Leadership: Experienced executive team with a deep understanding of the industry.
Operational Strengths: Data-driven operational refinement, efficient task management, modernized communication, diversified product offerings, and a re-emphasis on foodservice.
Areas for Improvement: While employee sentiment is mixed, addressing concerns related to management support, communication, and work-life balance could further enhance internal operations and reduce turnover.

13. Future Outlook

Strategic Roadmap

United Pacific's strategic roadmap is focused on continued growth, innovation, and adaptation to evolving market demands.
Planned Initiatives:
Brand Development: Further develop the "Rocket" convenience store brand for standardized