Yesway Targets Heavy Truck Traffic for Expansion

The convenience retailer plans 130 new stores as diesel sales drive significant portions of their fuel volume.

Updated on Oct. 26, 2026 in Trucks

Modern high-flow diesel pumps and fuel canopy at a rural truck stop under bright morning sunlight. — Yesway is expanding its retail presence with 130 new locations by capitalizing on rural diesel demand and high-flow fuel infrastructure. AI Illustration. Upload story photo >

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Do you expect the rising cost of shipping and fuel to increase your grocery bills?

As of September 2026, convenience retailer Yesway reports that diesel accounts for at least 38% of total fuel sold across its locations. The company is leveraging this demand to fuel an expansion strategy that includes building 130 new stores through 2031.

Why it matters

Yesway focuses on rural areas with heavy truck traffic to boost diesel sales and increase high-margin in-store merchandise purchases. This strategy relies on the ability of trucking companies to pass rising fuel costs to the broader economy.

New Yesway locations report diesel fuel sales accounting for 40% or more of total volume. Professional drivers enrolled in the company's loyalty program spend three times more on in-store merchandise than basic loyalty members.

The players

Yesway

Yesway is a convenience store operator that maintains a primary presence in rural West Texas and New Mexico.

Tom Trkla

Tom Trkla serves as the CEO of Yesway and represents the company at major financial conferences.

Goldman Sachs

Goldman Sachs is a leading global investment bank that hosts influential industry conferences for corporate executives.

The details

Yesway buys land specifically to install high-flow diesel lanes and uses data to optimize pump speed. The company also implemented Gravitate software this year to automate fuel inventory and logistics processes while featuring its signature Allsup's burritos.

Yesway went public in 2026.
CEO Tom Trkla discussed company strategy at a Goldman Sachs conference in September 2026.
The planned construction of 130 new stores is scheduled for 2026 through 2031.

Roadmap

The retail fuel industry is increasingly bifurcating between standard consumer gas stations and high-volume hubs designed for long-haul transport. Yesway follows this pattern by prioritizing land acquisition for high-flow lanes to secure a larger share of the heavy-duty trucking market.

Professional drivers and long-haul truckers will see improved fuel pump speeds and more frequent access to high-flow lanes in rural areas. Local communities in Texas, New Mexico, Oklahoma, and Arizona can expect new retail locations to provide increased availability of food services.

The takeaway

Retailers that prioritize high-flow diesel infrastructure and loyalty incentives for professional drivers are capturing more consistent revenue from the logistics sector. Drivers can maximize their rewards by leveraging loyalty programs, as dedicated professionals significantly outperform casual users in store spending.