Alta Convenience

Alta Convenience operates stores in Colorado, Kansas, Nebraska and New Mexico. It provides motor-fuel products under several national and regional brands, including Conoco, 76, Phillips 66, ExxonMobil and Shell, as well as Alta Fuels. Most stores, which average 1,200 to 2,000 square feet, offer the KickBack loyalty program. They also offer a milk punch card and a car-wash club. Rural sites cater more to an older population, both male and female, while the city locations have a more typical 18- to 34-year-old male clientele.

The company has revamped its coffee program through a partnership with Keurig Dr Pepper, the owner of Green Mountain Coffee Roasters. It has rolled out Green Mountain Coffee Roasters-branded coffee bars and new coffee varieties, including Green Mountain Dark Magic, Single Origin Fair Trade Colombia Select, Colombian Decaf, Revv No Surrender, and seasonal options such as Pumpkin Spice, Toasted Marshmallow Mocha and Island Coconut. The reset also includes new Green Mountain Coffee Roasters buttons and hats for store employees and Green Mountain signage.

Private-equity group Western Alta Holdings, San Antonio, acquired the company in 2016. The company was previously owned by World Fuel Services, Miami, which acquired it from founder Jack Pester in 2015.

For benchmarking purposes, store counts are as of Jan. 1, 2021.