Growth and generosity have been hallmarks of Pioneer Energy LP, formerly Pioneer Petroleum. The company, which grew through acquisition of smaller, independent retailers, has served Ontario motorists for more than five decades since founder Murray Hogarth opened the first station in Hamilton in 1956.

Parkland Fuel Corp. acquired the assets of Pioneer Energy in a deal that closed in June 2015. The purchase includes all retail assets and is valued at $305 million. The companies expect Pioneer to remain a stand-alone brand with about 100 Snack Express c-stores.

Pioneer’s convenience stores are mainly located in rural areas. All sell lottery tickets, tobacco products, beverages and ATM services in addition to fuel. Most stations are open 24 hours a day. The company is proud of its strong loyalty program called Bonus Bucks, which remained in effect after the sale to Parkland.

Its core demographic has traditionally been older-than-50 male customers, but the company is targeting 20- to 40-year-olds without alienating the core demographic. To attract this younger market, new concept stores called Verve were introduced.

About 100 locations feature a Snack Express convenience store. Launched in 1997, Snack Express averages about 1,800 square feet and offers snacks, beverages and other common c-store categories, as well as QSR food concepts.

The company dispenses about 110 million liters of fuel per month, or about 30 million gallons. About one-third of the locations sell diesel fuel.

Headquarters:Burlington, Ontario
No. of Stores:181
Average Store Size:1,000-2,500 sq. ft.
States of Operation: Manitoba, Ontario