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SuperAmerica

SuperAmerica was a chain of gasoline stations integrated with convenience stores, operating primarily in the Upper Midwestern United States. Founded in 1960 by Elmer Erickson, its first location opened at 7th Street and Wall in downtown St. Paul, Minnesota, initially as part of Northwestern Refining's retail operations.^[1]^[2] The brand expanded through acquisitions, including by Ashland Oil in 1970 and a merger with Emro Marketing (a Marathon subsidiary) in 1998, which positioned it as one of the region's larger fuel and convenience networks.^[3]^[4] By the 2010s, SuperAmerica encompassed around 285 stores across Minnesota, Wisconsin, and North Dakota, serving as a staple for local drivers seeking fuel, snacks, and everyday essentials under its recognizable "SA" shorthand.^[1] Following Marathon Petroleum's 2018 merger with Andeavor, the chain was rebranded to Speedway, marking the end of the SuperAmerica name after nearly six decades of operation amid a series of corporate ownership shifts.^[2]^[5]

Overview

Founding and Corporate Identity

SuperAmerica originated in 1960 when Elmer Erickson opened the chain's inaugural gas station and convenience store at Seventh Street and Wall Avenue in downtown St. Paul, Minnesota. The venture functioned primarily as a retail distribution point for fuels and petroleum products refined at the nearby Northwestern Refining Company facility in St. Paul Park, which had been established by the Erickson family in 1939.^[3]^[4] Erickson, grandson of the refinery's founders, coined the "SuperAmerica" brand name to denote the stations linked to the family's refining operations, emphasizing a premium, full-service approach to fueling and convenience retail in the Upper Midwest. This early corporate identity centered on integrating gasoline sales with basic convenience store offerings, such as snacks and automotive supplies, under a regionally focused, family-operated model that prioritized local market penetration.^[3]^[6] The chain's foundational structure as a vertically integrated entity—combining refining, distribution, and retail—underscored its initial identity until 1970, when the Erickson family divested the refinery and SuperAmerica operations to Ashland Oil, Inc., transitioning it into a subsidiary while retaining its core branding as a hybrid gas-convenience provider.^[3]^[2]

Business Model and Services

SuperAmerica operated a business model focused on combination gas stations and convenience stores, deriving revenue from fuel sales margins and higher-margin inside merchandise sales. The chain encompassed both company-operated and franchised locations; as of September 30, 2016, Northern Tier operated 170 corporate stores under the SuperAmerica brand, while SuperAmerica Franchise LLC supported 115 franchised outlets utilizing the brand.^[7] Core services included retail dispensing of refined petroleum products, alongside convenience store offerings such as snacks, beverages, and everyday essentials.^[8] To differentiate from competitors, SuperAmerica emphasized fresh food items prepared daily at its SuperMom's Commissary, providing stores with freshly baked bread, sandwiches, and doughnuts.^[9] Certain locations also accepted competitors' gasoline coupons as a customer acquisition strategy.^[10]

Historical Development

Early Expansion (1960s–1980s)

The inaugural SuperAmerica convenience store opened on July 4, 1960, at the intersection of Seventh Street and Wall Street in downtown St. Paul, Minnesota, established by local entrepreneur Elmer Erickson as a retail outlet for gasoline and related products refined by the nearby Northwestern Refining Company.^[1]^[2] This initial location combined fuel sales with basic convenience items, capitalizing on the post-World War II boom in automobile ownership and suburban development in the Upper Midwest.^[11] Operated by the Erickson family for the ensuing decade, SuperAmerica gradually expanded its footprint within Minnesota during the 1960s, focusing on urban and suburban areas to serve growing commuter traffic and retail demand for quick-access fuel and sundries.^[12] The model's emphasis on self-service pumps and attached mini-markets aligned with emerging industry trends toward efficiency and convenience, though specific store counts from this era remain sparsely documented in available records.^[12] In 1970, Ashland Oil, Inc., a Kentucky-based petroleum firm, acquired the Northwestern Refining Company, including its SuperAmerica brand alongside associated labels such as Trax, Webb, and North Star, marking a pivotal shift toward corporate-backed scaling.^[13]^[14] Under Ashland's ownership, SuperAmerica accelerated its growth through new builds and conversions in the 1970s and 1980s, concentrating primarily in Minnesota while venturing modestly into adjacent states like Wisconsin, amid fluctuating oil markets and regulatory changes in fuel retailing.^[13] This period saw the chain solidify its regional presence by integrating refinery-sourced fuels with expanded convenience offerings, adapting to consumer shifts toward 24-hour operations and diversified merchandise.^[15]

Ownership Transitions and Growth (1990s–2010s)

In 1998, SuperAmerica merged with Emro Marketing Company, the retail subsidiary of Marathon Oil, to form Speedway SuperAmerica LLC, creating the second-largest convenience store chain in the United States at the time with over 2,800 locations across multiple states.^[4] This transition integrated SuperAmerica's primarily Midwestern operations, including its Minnesota-based stores, under Marathon Oil's ownership, enabling synergies in fuel supply and retail operations.^[4] Prior to the merger, SuperAmerica had expanded in the early 1990s by acquiring 7-Eleven stores in the Twin Cities area, bolstering its presence in urban markets.^[16] By 2004, Marathon Oil spun off its downstream assets, including Speedway SuperAmerica, into the independent Marathon Petroleum Corporation (MPC), which assumed control of the retail network.^[17] Under MPC, the company continued growth through operational efficiencies and selective expansions, though specific store counts for the mid-2000s are not publicly detailed in corporate records. In 2007, MPC divested SuperAmerica's Minnesota and Wisconsin operations—approximately 200 stores—to eight independent distributors, shifting from centralized corporate ownership to a distributor model that allowed for localized management while retaining the SuperAmerica branding.^[17] These Minnesota and Wisconsin assets were subsequently consolidated under Northern Tier Retail LLC, formed in 2012 following the acquisition and restructuring of the distributor network, which operated as SuperAmerica and focused on regional expansion in the Upper Midwest.^[4] Northern Tier's public offering in 2012 and subsequent growth initiatives, including store remodels and fuel marketing partnerships, supported modest expansion, with the chain maintaining around 100-150 SuperAmerica-branded sites by the mid-2010s amid competitive pressures in convenience retail.^[5] This period marked a decentralization from major oil-integrated ownership, prioritizing operational flexibility over aggressive national scaling.^[17]

Rebranding and Legacy (2018–Present)

In October 2018, SuperAmerica announced the rebranding of its approximately 200 convenience stores and gas stations to the Speedway brand, a move prompted by Marathon Petroleum Corporation's $23.3 billion acquisition of Andeavor, the parent company that had owned SuperAmerica since 2017.^[1]^[11] The decision standardized Marathon's expanded retail network under a unified corporate identity, integrating SuperAmerica's primarily Midwestern footprint—concentrated in Minnesota, Wisconsin, and Iowa—with Speedway's broader operations across 36 states.^[3]^[18] The transition began shortly after the October 11 announcement, involving signage updates, inventory adjustments, and the migration of customer loyalty programs from SuperAmerica's rewards system to Speedway's Speedy Rewards, with existing points honored during the changeover.^[1]^[2] By early 2019, the majority of locations had completed the conversion, effectively phasing out the SuperAmerica name from active use.^[19] The rebranding marked the end of SuperAmerica as an independent brand after nearly six decades, amid a turbulent history of ownership changes that included six different parent entities in the preceding decade, contributing to perceptions of instability.^[5] Despite local nostalgia for its community-oriented stores and fresh-food offerings, operations continued seamlessly under Speedway, preserving jobs and service continuity at the sites.^[2] In May 2021, Speedway—including the former SuperAmerica locations—was acquired by 7-Eleven Inc. for $21 billion, further integrating these stores into a national convenience retail giant with over 13,000 outlets.^[20]^[21] As of 2024, the SuperAmerica legacy endures primarily through its historical role in regional fuel and convenience retail, with no branded stores remaining operational under the original name.^[18]

Operations and Infrastructure

Store Format and Offerings

SuperAmerica operated combination convenience stores and fuel stations, with typical store footprints measuring 2,500 to 4,000 square feet.^[9] These locations featured updated interiors including fresh colors, enhanced signage, and modern gondola shelving to improve shopper navigation and product visibility.^[9] Fuel islands were equipped for self-service gasoline dispensing, often with refurbished canopies, LED price signs, and support for competitive coupon acceptance, including value doubling on Tuesdays to attract price-sensitive customers.^[10] Core offerings centered on convenience items such as snacks, beverages, and everyday essentials, supplemented by proprietary programs like the Super Sipper fountain beverage system featuring up to 20 soda varieties and 12 frozen drink options.^[9] Foodservice emphasized fresh, prepared items from the SuperMom's commissary, which supplied daily baked bread, sandwiches, doughnuts, muffins, and cookies across stores.^[9] Additional SuperMom's products included salads, yogurt cups, breakfast burritos, pizza bites, and sloppy joe sandwiches, with expansions into take-home baked goods like holiday cookies.^[10] Proprietary and local vendor merchandise was promoted via dedicated endcaps under the "New at SuperAmerica" initiative to drive impulse purchases.^[10] Services extended to loyalty integration through the My SA Rewards program, offering 3 cents per gallon fuel discounts and points accrual on in-store purchases redeemable for additional savings.^[9] Franchise and dealer support included comprehensive in-store layout design, fixture programs, and access to the SuperMoms bakery and commissary for consistent product quality.^[22] These elements positioned SuperAmerica stores as multifaceted retail hubs prioritizing fresh food, fuel value, and localized merchandising in the Upper Midwest market.^[10]

Geographic Footprint and Market Strategy

SuperAmerica maintained a regional presence in the Midwestern United States, operating primarily in Minnesota with additional locations in Wisconsin and South Dakota. As of 2018, prior to rebranding, the chain encompassed approximately 285 convenience stores and gas stations, comprising 170 company-owned outlets and 115 franchised sites, with the vast majority situated in Minnesota and Wisconsin.^[11] This footprint reflected a strategic emphasis on dense coverage in the Minneapolis-St. Paul metropolitan area and extending into rural Minnesota communities, leveraging proximity to local supply chains including the St. Paul Park refinery for fuel distribution.^[23] The company's market strategy centered on bolstering market share within its core Minnesota territory through a mix of owned and franchised operations, prioritizing convenience-oriented retail with fuel sales over broad geographic diversification. In 2012, SuperAmerica explored potential expansion beyond its traditional operating regions, projecting 79 million gallons in fuel sales at company-owned stores with a 19-cent margin, though such initiatives remained limited amid ownership transitions and a focus on operational efficiency in existing markets.^[24] This approach contrasted with national competitors, as SuperAmerica avoided aggressive multi-state growth, instead capitalizing on brand familiarity and localized merchandising of snacks, beverages, and prepared foods suited to Midwestern consumer habits.^[25] Franchise models facilitated incremental additions, such as acquisitions of independent sites like eight Duluth-area stations in 2017, reinforcing density in high-traffic corridors without substantial capital outlay for new builds.^[26]

Customer Engagement Programs

Rewards and Loyalty Initiatives

SuperAmerica operated the My SA Rewards loyalty program from its launch in September 2011 until the brand's rebranding to Speedway in 2018.^[10] The program replaced the prior Speedy Rewards system used during SuperAmerica's affiliation with Speedway SuperAmerica, with existing points transferred to the new platform and supplemented by bonus points equivalent to halfway toward a free merchandise reward to ease the transition.^[10] Membership expanded rapidly, reaching 1 million participants within months of inception, supported by in-store kiosks, point-of-sale integration, and an online portal for registration and tracking.^[27]^[10] Customers earned 20 points for every dollar spent on merchandise or per gallon of fuel purchased, alongside bonus points for select promoted items such as 100 additional points for buying a Clif energy bar.^[10] The program featured 15 specialized "clubs" offering buy-and-get-free deals, including the Doughnut Club (purchase six, receive one free) and Car Wash Club (buy five washes, get one free).^[10] Points could be redeemed for in-store items and fuel discounts, with examples including 900 points for a fountain drink, 1,200 points for a hot sandwich, and 1,750 points for a 10-cent-per-gallon fuel savings.^[10] Complementing My SA Rewards, SuperAmerica promoted the Kickback initiative through its branded card, providing an ongoing 3-cent-per-gallon discount on fuel alongside other savings opportunities tied to loyalty participation.^[9] The paperless system emphasized convenience, allowing members to manage accounts digitally and redeem rewards at 166 company-operated and 67 franchised locations equipped with updated kiosks and point-of-sale technology by late 2011.^[10] Upon the 2018 rebranding, My SA Rewards points remained transferable to Speedway's Speedy Rewards program, preserving value for enrolled customers.^[11]

Marketing and Promotions

SuperAmerica utilized targeted promotional campaigns to boost fuel and in-store sales, often integrating discounts with its loyalty program. In 2016, the chain implemented a double coupon fuel promotion, redeeming competitor coupons at twice their face value until September 1, after which they accepted coupons at par value while doubling points earned through the My SA Rewards program to incentivize ongoing customer participation.^[28] Sponsorships formed a key element of the company's marketing strategy, leveraging events to increase regional brand exposure. SuperAmerica acted as the presenting sponsor of the Twin Cities Auto Show through 2020, aligning its convenience and fuel offerings with automotive interests to drive foot traffic and sales in the Minneapolis-St. Paul area.^[29] Television advertisements highlighted seasonal and anniversary promotions, emphasizing value-driven messaging. A 1987 commercial promoted the chain's 11th anniversary with discounts on gas and convenience items, while a 1989 spot focused on an anniversary sale to attract local consumers in markets like Cincinnati and the Midwest.^[30] ^[31] Franchisees accessed centralized marketing support, including campaigns tied to the My SA Rewards program that promoted fountain drinks, sandwiches, and motor fuels to enhance overall revenue.^[10] These efforts, characterized by ingenuity in brand reinforcement post-independence from Marathon Oil in 2012, emphasized operational efficiency and customer incentives amid competitive pressures in the convenience sector.^[10]

Controversies and Challenges

Legal Disputes and Incidents

In 2015, SuperAmerica faced a class action lawsuit filed by Alex Soular in the U.S. District Court for the District of Minnesota, alleging violations of the Telephone Consumer Protection Act through unsolicited promotional text messages sent to consumers without prior consent.^[32] The case, which covered texts sent between February 2012 and February 2015, resulted in a $3.5 million settlement approved in 2018, providing compensation to affected class members and requiring SuperAmerica to implement revised texting protocols.^[33]^[34] Employment-related disputes have included multiple discrimination claims. In 2018, former clerk Richard Glaus filed an age-discrimination lawsuit in Minnesota state court, asserting that his termination at age 62—following an incident where he threw a crate at an armed robber on October 17, 2017—violated the Minnesota Human Rights Act, as younger employees received leniency for similar policy breaches.^[35] The case highlighted internal inconsistencies in SuperAmerica's response to workplace threats. Earlier, in a 2006 Florida appellate decision, Speedway SuperAmerica LLC was ordered to pay $80,740 in damages to employee Jamie Dupont for sexual harassment and a hostile work environment under the Florida Civil Rights Act, stemming from repeated advances by a manager.^[36] Premises liability incidents have led to various personal injury suits. For instance, in Thomas v. Speedway SuperAmerica LLC (2006), an Ohio Supreme Court ruling addressed a customer's slip-and-fall claim outside a store, ultimately affirming summary judgment for the defendant due to lack of evidence of negligence.^[37] Similarly, multiple cases, such as Pogue v. Speedway SuperAmerica LLC (2016) involving an ice slip in Michigan and Phillips v. Speedway SuperAmerica LLC (2009) over a store altercation in Minnesota, were resolved via summary judgment or dismissal, citing insufficient proof of duty breaches.^[38]^[39] Regulatory actions include a 2002 settlement with Burnsville, Minnesota, where a SuperAmerica station paid a $10,000 fine and had its tobacco license revoked for one year after selling to minors, later reduced through agreement.^[40] In March 2024, following a civil rights complaint by the Minnesota Department of Human Rights, Speedway LLC (encompassing SuperAmerica operations) entered a consent decree mandating enhanced refueling assistance and training for customers with disabilities at self-service pumps, addressing Americans with Disabilities Act compliance failures.^[41] A 1995 Minnesota Court of Appeals decision in SuperAmerica Group v. City of Little Canada upheld denial of a conditional use permit for a new gas station and convenience store, citing traffic and zoning concerns.^[42] These matters reflect typical litigation for retail fuel chains, often centered on operational policies rather than systemic misconduct.

Environmental and Regulatory Issues

SuperAmerica, operating as a chain of gasoline stations with underground storage tanks (USTs), has faced environmental challenges typical of the petroleum retail sector, including documented petroleum releases at multiple Minnesota sites tracked by the Minnesota Pollution Control Agency (MPCA). These incidents, classified as leak sites, involve historical releases from USTs or associated infrastructure, necessitating remediation efforts under state petroleum remediation programs. For instance, locations such as SuperAmerica #4184, #4405, and #4135 have been designated as former or active leak sites, with contamination addressed through soil and groundwater cleanup protocols.^[43]^[44]^[45] Regulatory compliance with UST standards, governed by the U.S. Environmental Protection Agency's 40 CFR Part 280, requires operators like SuperAmerica to implement leak detection, corrosion protection, and spill response measures. Violations have occurred, including a 2004 underground storage tank infraction at the Buffalo, Minnesota, SuperAmerica site, contributing to enforcement actions. Additionally, in 2006, Speedway SuperAmerica LLC, the parent entity for SuperAmerica operations, settled for an $80,000 civil penalty with the Ohio Attorney General for multiple stormwater discharge violations under the federal Clean Water Act and state regulations at its Ohio facilities, which included unauthorized pollutant releases into waterways.^[46]^[47] These cases highlight ongoing regulatory scrutiny for preventing groundwater contamination from petroleum hydrocarbons, with remediation costs often borne by responsible parties through funds like Minnesota's Petroleum Tank Release Compensation Board. No major recent spills exceeding reportable thresholds have been publicly detailed beyond routine MPCA listings, reflecting adherence to federal and state mandates amid industry-wide pressures to upgrade aging UST infrastructure.^[48]

Economic and Community Impact

Contributions to Local Economies

SuperAmerica operated approximately 285 convenience stores and gas stations, with 170 company-owned and 115 franchised locations primarily in Minnesota and Wisconsin, generating employment and economic activity in rural and urban communities alike.^[11] The chain employed more than 2,000 workers across its retail operations and associated refinery facilities, providing entry-level jobs in customer service, fuel dispensing, and store management that supported household incomes and local spending in regions like the Twin Cities metro area and western Wisconsin.^[1] These stores contributed to municipal revenues through property taxes on facilities and equipment, as well as sales taxes collected on fuel, snacks, and beverages sold to residents and travelers, bolstering public services such as infrastructure maintenance and education funding in host communities.^[2] SuperAmerica's procurement practices further stimulated local supply chains by sourcing fresh foods, beverages, and maintenance services from regional vendors, creating indirect jobs in distribution and agriculture within Minnesota's economy.^[49] In terms of philanthropy, SuperAmerica, operating under Speedway SuperAmerica LLC during its later years, raised significant funds for community health initiatives; for instance, in 2010, the company donated $5.6 million to Children's Miracle Network Hospitals, aiding pediatric treatments and medical equipment in Minnesota facilities.^[50] Such efforts earned recognition for community outreach, including a 2009 award from the convenience industry for exemplary local engagement, which enhanced social capital and supported nonprofit operations dependent on corporate partnerships.^[51] Overall, the chain's footprint as a longstanding Minnesota-based retailer—originating from a 1960s St. Paul gas station—fostered economic stability by anchoring commercial strips and enabling small-business synergies, such as adjacent auto services and diners.^[5]

Criticisms and Competitive Pressures

SuperAmerica encountered significant competitive pressures in Minnesota's convenience store sector, characterized by intense rivalry from regional players emphasizing fresh food, loyalty programs, and operational efficiency. Chains like Kwik Trip, originating in Wisconsin but expanding aggressively into Minnesota, have eroded market share for legacy brands through superior customer satisfaction; in the 2025 American Customer Satisfaction Index survey of over 8,600 respondents, Kwik Trip achieved the top score of 84 out of 100, outperforming competitors such as Wawa and Sheetz by focusing on quality glazers, clean facilities, and consistent service.^[52] This dominance reflects broader trends where super-regional operators innovate to capture demand for convenience beyond fuel, pressuring traditional gas station-convenience hybrids like SuperAmerica to adapt or lose ground.^[53] The chain's frequent ownership transitions—six in the decade prior to 2020—exacerbated vulnerabilities, fostering perceptions of instability and hindering long-term strategic focus amid fluctuating oil markets and retail consolidation.^[5] Minnesota's regulatory environment, including an 8-cent minimum markup law on gasoline to curb predatory pricing, further constrained aggressive price competition, as evidenced by localized price wars in areas like Anoka and Chaska where stations balanced compliance with customer retention.^[54]^[55] Criticisms of SuperAmerica centered on operational and service shortcomings, with employee feedback highlighting inconsistent management, poor communication, and inadequate support as recurrent issues; aggregate reviews on platforms like Glassdoor rated the company 2.7 out of 5, citing shift flexibility as a positive but outweighed by dissatisfaction with leadership and workplace culture. Customer complaints, often aired in forums and review sites, frequently targeted inattentive staff, payment system glitches at pumps, and uncompetitive fuel pricing relative to rivals, though these were anecdotal and not indicative of systemic failure.^[8] The 2018 rebranding to Speedway under Marathon Petroleum, while aimed at national standardization, drew localized backlash over eroding Minnesota-specific brand loyalty tied to SuperAmerica's 1960s St. Paul origins, potentially amplifying competitive disadvantages against entrenched regional alternatives.^[1]^[5]

References

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[55]
Gas stations in Chaska wage price war - YouTube
Mar 12, 2025 · Drivers in Chaska are seeing the benefits of gas stations competing with each other to see who can offer the lowest price per gallon.Missing: SuperAmerica pressures