Maverik history and the Adventure's First Stop brand
Maverik traces its history to 1928, when Reuel Call founded Bradley's, a small petroleum company in Afton, Wyoming. The business was renamed Maverik Country Stores in 1972 as the founder's son expanded into convenience retailing across the Mountain West. The Adventure's First Stop tagline reflects the brand's positioning around outdoor recreation: stores feature adventure- and action-themed murals, mountain imagery, and fresh-food programs designed for road-trippers, skiers, hikers, and outdoor enthusiasts. The brand is privately owned through FJ Management, a Salt Lake City-based holding company affiliated with the Calls and Maggelets, two families with deep roots in western fuel retailing.
The Kum & Go acquisition and 2023-2025 rebranding
In August 2023, Maverik (a subsidiary of FJ Management) completed the acquisition of Kum & Go from the Krause Group for approximately $2 billion. The deal added Kum & Go's 400+ convenience stores across the Midwest and Mountain West to Maverik's existing western base, creating a combined network of approximately 800 stores in 20 states. Maverik converted most Kum & Go locations to Maverik branding in a phased rollout from late 2023 through November 2025, while a small number of stores were sold separately to Casey's General Stores and Mega Saver. The last two operating Kum & Go stores closed and reopened as Maverik in November 2025. The Kum & Go brand no longer exists as an operating chain.
BonFire Rewards and pricing strategy
Maverik operates the BonFire Rewards loyalty program, which earns members cents-per-gallon discounts on fuel based on in-store purchases. The discount structure typically runs 5 to 15 cents per gallon depending on activity level. Pricing at Maverik stations tends to track local averages rather than aggressively undercutting them. The brand's competitive advantage is the convenience-store experience (fresh-food programs, large beverage selection, adventure-themed merchandise) rather than the lowest per-gallon price. For drivers in Maverik's core Mountain West and Midwest markets, the loyalty program returns meaningful savings over time.
Maverik vs Casey's, Kwik Trip, and Sheetz
Maverik competes in convenience-store-anchored fuel retail against regional powerhouses like Casey's (Midwest), Kwik Trip (Wisconsin/Minnesota/Iowa), and Sheetz (mid-Atlantic). Compared to Casey's, Maverik has stronger Mountain West presence but smaller Midwest footprint following the Kum & Go merger. Compared to Kwik Trip (which is vertically integrated and operates its own dairy and bakery), Maverik focuses on fresh-food partnerships rather than in-house manufacturing. Compared to Sheetz (which is concentrated in PA/MD/OH/VA/WV), Maverik covers a completely different geography and serves outdoor-recreation customers rather than urban commuters.
