Robinson Oil Corp.

Robinson Oil is a fourth-generation family business operating retail under the Rotten Robbie moniker. Northern California stores vary in size from small kiosks to larger units with a full selection of core c-store products.

The chain functions as an independent, private-brand marketer, with most stores in the San Francisco Bay Area. The company strategy hews toward selling a high volume of fuel at competitive prices, including on cigarettes and energy drinks.

Robinson Oil emphasizes running efficient operations and strives to sell the same high-quality products as competitors minus the higher price points. Employees are key to the success, evident by many of its associates’ long tenure at the company.

In addition to gasoline and ultra-low-sulfur diesel fuel, some locations sell 1-K Kerosene and propane in bulk, while a few locations offer touch-free car washes.

The company’s commercial business is carried out through its affiliation with Pacific Pride and CFN Fleet fueling networks, the cards for which are accepted at most Rotten Robbie locations.

Source: Convenience Digital Resource Library, Technomic. For benchmarking purposes, store counts are year-end 2018.