When a leading independent c-store operator entered an unfamiliar market, the challenge was clear. They needed to win rapid adoption from local consumers, deliver outsize performance from day one, and establish their stores as the go-to destination for fuel, fresh food, and daily essentials—all while competing against entrenched rivals and price-sensitive shoppers.

New sites in new markets often need support to ramp up throughput, attract new customers, and retain volume, especially in highly competitive regions where uncommitted, price-sensitive consumers dominate. Instead of relying purely on legacy tactics or existing loyalty programs, the operator turned to Upside’s data-driven marketplace to accelerate new market results.

Upside’s digital marketplace connects retailers with nearby customers via personalized promotions that change customer behavior. When fuel retailers partner with us to ramp their new sites, we can supercharge their growth together — and it shows in the data. 

One major national convenience retailer recently launched new fuel + food sites on Upside. After three months in our marketplace, we analyzed the performance of those sites and compared them to similar stations not Upside

Within the first quarter, the newly opened sites on Upside saw transformative growth: 40 million incremental gallons were sold, with daily volume 15 percentage points higher than comparable locations. Weekly customer visits surged, and nearly half of all Upside-activated transactions came from entirely new or previously lapsed guests—fueling sustained traffic and deeper engagement. In just 90 days on Upside, those new sites were already seeing dramatic impact:

47% of all Upside-activated transactions came from guests who were new to the brand or had not returned for over a year.

In expansion markets, 60% were new-to-brand.

Most compelling, these new shoppers converted across categories, driving up monthly c-store spend and basket size while consistently moving from pumps into high-margin prepared food and convenience purchases. Multi-category engagement drove 1.8x more visits and 1.7x more gallons purchased per month versus single-category users.

Today’s shoppers expect fuel—but want more. Here’s what leading independents achieved in newly launched markets:

• Over a six-month Upside pilot, c-store basket size at expansion sites grew 40%, and monthly c-store spend rose 17% per customer.
• C-store visit frequency jumped 20% after Upside offer introduction, with non-regular shoppers increasing visits by over 200%.
• Pump-to-store conversion climbed by 10%, moving more fuel customers inside for prepared food, coffee, and grab-and-go purchases.

One way we change behavior is by offering exclusivity to fuel partners. This selective approach concentrates demand and drives higher performance at participating locations. 

For leading independents like Wawa, expansion means more than opening doors. It means becoming the go-to destination in every new market—winning customers, building cross-category habits, and maximizing profit centers to their full potential. Upside’s proven framework transforms new store launches into market-defining successes by acquiring new shoppers, boosting in-store visits and basket size, and delivering validated incremental ROI.

Get in touch with our team of fuel experts to learn about how we can accelerate your next deal’s performance.