Tri Star Energy, the Nashville-based parent company of convenience-store brands Twice Daily, Sudden Service and Little General, said Thursday it is migrating all three of its branded mobile apps to Rovertown.
Richmond Heights, Missouri-based Rovertown is a mobile app platform built for convenience stores.
Tri Star Energy has 173 locations across the region, and the move consolidates the company’s entire digital retail footprint onto a “single, flexible platform delivering a more dynamic, personalized experience for guests at every location,” Tri Star Energy said.
- Tri Star Energy is No. 48 on CSP’s 2025 Top 202 ranking of U.S. c-store chains by store count.
“The Nashville market is one of the most competitive and fastest-growing convenience retail landscapes in the country, and we knew we needed a platform that could keep pace,” said Dawn Boulanger, vice president of marketing at Tri Star Energy. “Rovertown gives us the flexibility and direct ownership over our app experience that our business demands, from content and messaging to targeting and engagement. With three distinct brands under one roof, having dynamic, real-time control over what each guest sees isn’t just a nice-to-have; it’s essential.”
Each brand’s existing Paytronix-hosted loyalty program will be preserved through a seamless integration, Tri Star Energy said. The apps feature mobile ordering, Rovertown price book offers and a game room designed to deepen customer engagement and drive repeat visits. An employee hub with loyalty incentives extends the platform’s capabilities beyond the customer experience and into team member engagement, Tri Star Energy said.
“Tri Star Energy is exactly the kind of multibrand operator Rovertown was built for: complex, competitive and always raising the bar,” said Jeffry Harrison, co-founder and president of Rovertown. “Bringing Twice Daily, Sudden Service and Little General onto one platform gives their team the flexibility and tools they need to own their digital experience and stay ahead in one of the most competitive markets in the country.”
The rollout spans all three of Tri Star Energy’s convenience stores: Twice Daily, the company’s flagship brand with 83 locations, including select stores that also house White Bison Coffee; Sudden Service, which operates 57 locations; and Little General, which has 33 stores.
Each brand’s app experience is tailored to its own identity and customer base, while all three benefit from the shared infrastructure, capabilities and ongoing innovation of the Rovertown platform, Tri Star Energy said.
“We want our guests to feel like the apps are built just for them, whether they’re grabbing a White Bison coffee on their morning commute or fueling up at Sudden Service after work,” Boulanger said. “With Rovertown, we now have the tools to deliver personalized messaging, targeted foodservice offers, and engaging experiences like our game room that keep customers coming back. This platform gives us more levers than we’ve ever had before.”
Tri Star Energy owns and operates convenience stores throughout middle Tennessee under the Twice Daily and White Bison brands. The company in 2023 acquired Cox Oil, Union City, Tennessee. The deal involved 52 company-operated locations and two dealer sites. The company is consistently ranked among the best companies to work for in Nashville and supports many charitable causes and local culture.
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.