How Kwik Trip went from skeptic to true believer in Upside's model

Nate Martin is the Senior Director of Fuel Pricing and Commercial Accounts for Kwik Trip, a fuel and convenience retailer headquartered in Wisconsin. The privately-held, family-owned organization currently has over 900 stations in the Midwest, growing at an organic rate of about 50 sites per year.

Like all fuel retailers, Kwik Trip is dealing with an overall decline in consumer demand. To address it, they turned to Upside — but didn't necessarily believe in the platform right away. In fact, Nate said, there was a lot of internal skepticism about Upside's claims when they first engaged.

But Upside's willingness to engage and address any of the hard questions that Kwik Trip asked turned the team from skeptics into believers.

"A true partnership is where both parties collaborate," Nate said. "They serve each other and they strive to accomplish one motive, one mission, ultimately prompting both partners to win. Upside fits that definition perfectly."