With more than 450 stations, United Pacific is one of the largest privately owned and operated fuel retailers in the West. The company offers fuel under brand names like 76, Phillips 66, and Shell, while its convenience stores are called Rocket.

As United Pacific begins an expansion into the Midwest, it's important for the operator to grow its customer base and earn a return on its investment. Wendy Davidson, a manager of marketing and operations analytics at United Pacific, says that her company has partnered with Upside to attract uncommitted customers that prioritize their own value over brand loyalty.

By listing gas stations and c-stores on Upside's digital marketplace, Davidson said that United Pacific sold incremental gallons equivalent to two average stations within the Rocket fleet — without any capital or operating expenditures attached.

"Upside is growing with United Pacific and Rocket, so we’re looking forward to what the partnership is going to bring in the future."