Nouria

Nouria

C-store operator, fuel distributor, car washes

Overview

Nouria operates a family-owned convenience store network with 300+ company stores and 80+ car washes, and it also runs a wholesale fuel distribution business serving hundreds of sites in New England and New York. Its wholesale customers use brands such as Mobil, Shell, Irving, Sunoco, Gulf, Valero, Citgo, and Philips 66, among others. The Nouria brand, launched in 2019, centers on five pillars—educate, empower, inspire, incentivize, and instill accountability—to deliver a strong customer experience with brighter, more spacious stores, fresh food options, seating, and free WiFi. Its goal is to meet evolving consumer needs by expanding its store network, wholesale fuel footprint, and car wash presence while maintaining a consistent, high-quality customer experience.

About Nouria

Simplify's Rating
Why Nouria is rated
B-
Rated B on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Company Size

201-500

Company Stage

N/A

Total Funding

N/A

Headquarters

Worcester, Massachusetts

Founded

1989

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Simplify's Take

What believers are saying

  • September 2026 menu launches drive traffic and higher-margin breakfast and lunch sales.
  • August 2026 CSP audit ranked Nouria second in coffee and fountain drinks.
  • Joe Hamza won CSP's 2026 Retail Leader of the Year, validating leadership execution.

What critics are saying

  • May 2026 walnut mislabeling exposed food-safety controls and recall execution weaknesses.
  • Integrating Enmarket through 2026 strains systems, staffing, and brand consistency.
  • A major post-close integration failure would damage Southeast expansion and retailer credibility.

What makes Nouria unique

  • Nouria combines c-stores, car washes, travel centers, and fuel supply under one platform.
  • Nouria's Kitchen pushes made-from-scratch food, including fall 2026 pizza and breakfast bagels.
  • Enmarket acquisition added 133 stores and 25 car washes across the Southeast.

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Benefits

Flexible Work Hours

Company News

Newswire
Sep 17th, 2026
Nouria's Kitchen introduces Loaded Italian Pizza and Spicy Sausage Breakfast Bagel for fall.

Nouria's Kitchen introduces Loaded Italian Pizza and Spicy Sausage Breakfast Bagel for fall. New limited-time menu items deliver bold flavors for breakfast and lunch across New England locations WORCESTER, MA, September 17, 2026 (Newswire.com) - Nouria, a family-owned convenience, food, and fuel retailer serving New England and the Southeast, has added two bold flavors to its fall menu: the Loaded Italian Pizza and Spicy Sausage Breakfast Bagel. Available now at participating Nouria's Kitchen locations in New England, the new offerings give guests fresh reasons to stop in for breakfast or lunch. The Loaded Italian Pizza brings together ham, salami, capicola, pepperoni, green peppers, and onions for a hearty combination of Italian-inspired flavors and is prepared from scratch using only the freshest ingredients. The Loaded Italian Pizza is available for $3.29 per slice or two for $6, and $18.99 for a whole pizza. The Spicy Sausage Breakfast Bagel features savory breakfast sausage, egg, melted American cheese, and zesty Calabrese salsa on a bagel, adding a spicy twist to a familiar breakfast favorite and is available for $4. "We want guests to think of Nouria as a destination for a great meal, and that starts with giving them food they look forward to," said Joe Hamza, chief operating officer at Nouria. "Continuing to evolve our menu is an important part of that commitment. These fall additions bring variety and bold flavor to breakfast and lunch; with the convenience our guests count on." Both items are available through October 25th at participating Nouria's Kitchen locations in New England. For participating locations, visit Nouria.com. About Nouria Nouria is a family-owned convenience, food, and fuel retail company headquartered in Worcester, Massachusetts. Founded in 1989 by Tony El-Nemr, the company operates more than 300 convenience store locations, 93 car washes, and multiple travel centers across New England and the Southeast. Nouria also supplies fuel to independent retail sites under brands including Shell, Irving, Gulf, Sunoco, and Citgo. The company is committed to delivering an outstanding guest experience and supporting the communities it serves. Media Contact David Heilbronner, Director of Marketing | [email protected] | 508-314-5149

CStore Decisions
Dec 9th, 2025
Nouria Opens New Enmarket Store in Georgia

Nouria opens new Enmarket store in Georgia. Nouria has announced the opening of its newest Enmarket location in Kingsland, Ga. The site marks another milestone in the company's growing Southeast presence. A grand opening celebration is planned for early 2026. Designed with today's on-the-go consumer in mind, the new Kingsland store delivers a modern, guest-centric experience that blends high-quality food, everyday convenience and exceptional service. Inside, customers can explore a broad assortment of snacks, beverages, grocery essentials and value-priced everyday items. The store's layout is thoughtfully designed for effortless shopping, whether guests need a quick grab-and-go item or are stocking up for the road. Fresh food is central to the Nouria experience. The Kingsland store offers fresh-cracked-egg breakfast sandwiches, hearty subs, crispy fried chicken, pizza and other options prepared with convenience and quality in mind. "We are excited to expand our footprint in Georgia with this new Kingsland location," said Tony El-Nemr, founder and CEO. "Our goal is to create a convenient, high-quality destination that consistently delivers an exceptional guest experience. We look forward to becoming an active part of the Kingsland community and making a positive impact here," said Joe Hamza, chief operating officer. Whether fueling up, grabbing a meal, or picking up essentials, the new Kingsland Enmarket location offers a welcoming, dependable experience. Founded in 1989, Nouria Energy Corp. is a family-owned and operated company and one of the nation's leading convenience store and car wash operators. Headquartered in Worcester, Mass., Nouria operates 302 convenience stores and 88 car washes, strengthened by its recent acquisition of Enmarket.

NST Publishing
Apr 30th, 2025
Nouria Unveils Its Newest Convenience Store in Raynham, MA

Nouria unveils its newest Convenience Store in Raynham, MA.

Citybiz
Feb 25th, 2025
Nouria Energy Acquires Enmarket Stores

Nouria Energy has completed its acquisition of Enmarket from Colonial Group, Inc., effective February 25, 2025. The deal includes 133 Enmarket convenience stores and 25 car washes, expanding Nouria's presence in the Southeast. The transition will be seamless, with Enmarket locations continuing under their brand while benefiting from Nouria's expertise. This acquisition is a key part of Nouria's growth strategy, enhancing its service offerings in the region.

Informa
Nov 25th, 2024
Nouria Opens New Convenience Store in Maine With an Italian Restaurant

Nouria Energy has opened a new convenience store in Bridgton, Maine, calling it "a state-of-the-art facility" that includes an Italian restaurant.

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