Kwik Trip Now Using AI to Automate Fuel Orders, Optimize Routes

Expected to boost productivity 40% in partnership with Gravitate
Kwik Trip exterior
Photograph courtesy of Kwik Trip

Kwik Trip is now live with an AI-powered fuel supply and dispatch solution from Gravitate that will help the La Crosse, Wisconsin-based convenience-store chain manage its fuel chains through automated order creation and route optimization.

This project, which spanned several years, moves away from legacy systems and is expected to increase dispatcher productivity by up to 40%, Gravitate said.

Using Fayetteville, Arkansas-based Gravitate’s AI-based supply optimization technology, Kwik Trip will improve fuel supply decisions and minimize the laid-in cost of fuel across its network of more than 800 locations, Gravitate said.


  • Kwik Trip is No. 11 on CSP’s 2023 Top 202 ranking of convenience store chains by store count.

“Gravitate also provides the ability to auto-dispatch and source all loads, optimize supply decisions and streamline the in-cab workflow for Kwik Trip’s internal fleet and carriers,” Gravitate said.

“We had a big choice to make back in 2020: Go with an outdated legacy solution or take a leap of faith with Gravitate,” said Chad Hollett, vice president of fuel distribution at Kwik Trip. “We couldn’t be happier with our decision. Gravitate is enabling us to auto-generate and source all our loads, optimize supply decisions and streamline the in-cab workflow for our fleet and our carriers. Their support has been excellent, and the team understands our business and our challenges.”

The solution will play a major role in the convenience store’s long-term growth strategy, enabling Kwik Trip to improve customer experience by keeping sites wet and communication open, Gravitate said.

“Furthermore, the Gravitate solution will improve the work lives of drivers, dispatches and other Kwik Trip employees with a modern user interface, streamlined processes and a more integrated network across all stakeholders,” Gravitate said.

Mike Scharf, Gravitate CEO and founder, said Kwik Trip has pushed the company to make huge strides. 

"Our order engine, workflow, analytics and supply management capabilities have been pushed to new highs thanks to Kwik Trip," he said. "The project took a while, but I think we are already delivering tremendous value for them.”

La Crosse, Wisconsin-based Kwik Trip has about 800 locations under the Kwik Trip and Kwik Star flags. One of the biggest independently held c-store chains in the country, it serves customers in Illinois, Iowa, Minnesota, South Dakota and Wisconsin. It produces more than 80% of the products sold in its stores, supplied by its own bakery, commissary, dairy and distribution center.

Gravitate is a software company that provides AI-enabled collaboration and decision support solutions in the refined fuels value chain. Gravitate helps c-store operators, fuel wholesalers, distributors and refiners get more from their supply chains. Gravitate’s software optimizes supply and logistics, reduces costs, automates processes and better engages customers.

Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.


Exclusive Content

Snacks & Candy

How Convenience Stores Can Improve Meat Snack, Jerky Sales

Innovation, creative retailers help spark growth in the snack segment


C-Stores Headed in the Right Direction With Rewards Programs

Convenience operators are working to catch up to the success of loyalty programs in other industries

General Merchandise/HBC

How Convenience Stores Can Prepare for Summer Travel Season

Vacationers more likely to spend more for premium, unique products, Lil’ Drug Store director says


More from our partners