LV Petroleum LLC

LV Petroleum LLC is a Las Vegas, Nevada-headquartered developer and operator of travel centers, convenience stores, and quick-service restaurants across the United States. Founded in 2014 by Guy Madmon and Val Amiel, the company's mission is to revolutionize the travel center and gas station industry by providing exceptional services, innovative solutions, and a memorable experience for travelers.

The company's operations encompass over 80 travel center locations, 180 quick-service restaurants, and 30 convenience stores. LV Petroleum is a franchisee of major brands including TravelCenters of America (TA), TA Express, and Petro Stopping Center banners. Its extensive portfolio of quick-service restaurants features over 30 franchise brands such as Arby's, Bojangles, Dunkin', Starbucks, Sbarro, Wendy's, Subway, and Taco Bell. Beyond fuel and food, their travel centers offer amenities like showers, laundry facilities, driver lounges, truck parking, CAT Scales, and truck service centers, serving customers across 17 states.

In April 2026, Kris Roach was promoted to President and CEO, succeeding co-founder Guy Madmon, who continues in a founder role. Roach joined LV Petroleum as COO in October 2025, bringing 33 years of experience from TravelCenters of America. The company has demonstrated rapid growth through strategic acquisitions and new developments, expanding significantly from its earlier operations. As of early 2026, LV Petroleum continues to expand its footprint, including recent acquisitions of travel centers in Missouri and the development of new quick-service restaurant locations.

Latest updates

LV Petroleum CEO Promotion Signals Focus on Truck Stop Industry Transition

Event summary

  • Kris Roach, previously President and COO, has been promoted to CEO of LV Petroleum, effective immediately.
  • Roach has also been appointed to the Board of Directors of the National Association of Truck Stop Operators (NATSO) as an At-Large Director.
  • LV Petroleum donated $10,000 to the Lamar Community College Foundation on April 8, 2026.
  • The company opened new Miss J’s and Denny’s locations in Niagara Falls, NY, and Strafford, Missouri, respectively, with plans to add 10 Denny’s locations.
  • LV Petroleum operates over 80 travel centers, 180 quick-service restaurants, and 30 convenience stores.

The big picture

LV Petroleum's leadership change and expansion strategy occur during a period of significant transition for the truck stop and travel center industry, driven by evolving driver needs, regulatory pressures, and competition from alternative fueling options. Roach’s experience at TravelCenters of America and his NATSO board appointment indicate a focus on navigating these challenges. The company's aggressive restaurant expansion strategy aims to diversify revenue streams and enhance the customer experience, but also increases operational complexity.

What we're watching

Governance Dynamics
Roach’s dual role at LV Petroleum and NATSO suggests a concerted effort to influence industry policy, potentially impacting regulatory compliance and competitive landscape for travel centers.
Franchise Risk
The rapid expansion of restaurant partnerships, while boosting LV Petroleum’s footprint, introduces franchise management risk and potential conflicts with existing brand relationships.
Operational Integration
The company's ability to maintain operational excellence across its diverse portfolio of travel centers, convenience stores, and franchise brands will be crucial to sustaining growth and profitability.
CID: 1736