M. E. Bus Whitehead founded Whitehead Oil Company (WOC) after a lifelong relationship with Phillips 66 that continued his entire life. He worked for Phillips prior to 1950, so he had the opportunity to sell Phillips 66 in the city he loved. He graduated from the University of Nebraska in 1950 as a formidable basketball player. Once opening Whitehead Oil Company, he began with 14 stations and grew to 24 full-service stations, while also operating a wholesale bulk plant selling TBA, lubricants, and tank wagon fuel.

OPEC put a stranglehold on the service station business and in the several years following (1973) OPEC increased crude oil prices by 10-fold. While there were over 200,000 service stations nationwide, two decades later, there were only half that many left standing. WOC was able to hang on to all of their locations through the 70’s.

While WOC survived the 70’s, by the early 80’s it was clear that in order to survive in this industry WOC would need to adapt. When Mark Whitehead graduated college, he was responsible for establishing the first ever U-Stop (27^th and South location). It was designed for low price unbranded fuel.

WOC was ready for the second location at 17^th and Q. This was WOC’s first Phillips Branded location.

Throughout the 80’s, EPA put regulations on tank owners that caused there to be no insurance available for operating storage tanks. WOC had 100 of them.  It was in this environment that Mark and his two sisters bought Bus Whitehead out. That same year, WOC built two new stores (27^th and E, and 56^th and Old Cheney locations).

WOC worked to develop Interstate Services to I-80 at 27^th Street. Being the first ones there, there were many challenges. First, there was a Drained Stable Saline Wetlands. Then, there was no easy way to get sewer and water to the area. WOC worked with neighbors to carve out an area that would allow sewerable depth, which allowed WOC to “borrow” dirt from the lowered area to build up low spots on the outskirts of the wetlands. WOC worked with conservation and environmental groups to work hand-in-hand to turn the drained wetlands into a sustainable wetlands habitat for the Salt Creek Tiger Beetle. Our efforts earned recognition as the first corporation to ever receive the Master Conservationist Award.

The market changed dramatically over the 65 years that WOC has served Lincoln.  The company that Bus Whitehead founded in 1959 does not resemble the one being run today, and as WOC grows, the company being operated in just 5 more years may not resemble what is being run today.  If WOC had not slowly evolved, from strictly dealer locations prior to the early 80’s, to the convenience stores that we operate today, we would not still be here to serve the communities we operate in. WOC will continue to adjust to be the best alternative for the customers we serve for energy and convenience products. We continue to keep the growth and well-being of our communities at the forefront of our mission. Every store we build reflects the area we are serving. With the U-Stop #kickitback campaign, and our constant support of initiatives to provide aid and education to our youth and all people in need, we are dedicated to fueling the future of our communities.

In 2024, we were excited to announce 11 new members of the U-Stop family with the purchase of the Shop Quik sites in Manhattan, Ogden and Junction City Kansas! This acquisition brought our total store count to 41 locations!