# Rebel > Publicly sourced profile assembled by Optimly, in the Brand Index. Last refreshed 2026-11-07. - **Brand record:** https://optimly.ai/brand/rebel - **Dataset:** https://optimly.ai/brand/rebel.json - **Markdown:** https://optimly.ai/brand/rebel/llms.txt - **Official website:** https://rebelstores.com - **Slug:** rebel - **Categories:** retail-ecommerce ## Overview - **Tagline:** Family-owned convenience retailer offering food, beverages, snacks, groceries, household products, rewards, delivery, and related store services. Source: Brand's website (https://rebelstores.com) · 2026-11-07 - **Description:** Rebel is a customer-centric convenience retailer founded in 2012 in Las Vegas, Nevada, with roots beginning in 1991 with one station in Baldwin Park, California. The company emphasizes clean facilities, contemporary design, innovative products, convenience shopping, and a family-owned, community-centered approach. Rebel operates over 500 locations across the United States. Source: Brand's website (https://rebelstores.com) · 2026-11-07 ## Identity - **Mission:** Elevate customers’ experience in unexpected, interactive, innovative ways without compromising the basics of convenience shopping, while having employees who are genuinely connected to customers and their communities. Source: Brand's website (https://rebelstores.com) · 2026-11-07 - **Website:** https://rebelstores.com Source: Brand's website (https://rebelstores.com) · 2026-11-07 - **Voice & tone:** Customer-centric, community-centered, value-oriented, innovative, and upbeat. Source: Brand's website (https://rebelstores.com) · 2026-11-07 - **Founded:** 2012 in Las Vegas, Nevada; the company story began in 1991 with one station in Baldwin Park, California. Source: Brand's website (https://rebelstores.com) · 2026-11-07 - **Parent ownership:** Family-owned and operated. Source: Brand's website (https://rebelstores.com) · 2026-11-07 ## Offerings - **Problem solved:** Provides convenient access to food, beverages, alcohol, snacks, groceries, household products, and related services through modern stores and online ordering. Source: Brand's website (https://rebelstores.com) · 2026-11-07 - **Core capabilities:** - Convenience retailing - Bean-to-cup coffee - Fresh-made pizza and tacos - Craft beer to go - Online ordering and delivery - Rewards program - Store locator and directions - Convenience store products and household essentials Source: Brand's website (https://rebelstores.com) · 2026-11-07 - **Products / SKUs:** - Food, including signature chicken, burgers, family meals, pizza, and tacos - Beverages, including energy drinks and soft drinks - Alcohol, including beer and variety packs - Snacks, including chips and confectionery - Ice cream - Groceries, including ice and prepared foods - Household products - Tobacco products Source: Brand's website (https://rebelstores.com) · 2026-11-07 ## Audience - **Target industry:** Convenience retail and foodservice Source: Brand's website (https://rebelstores.com) · 2026-11-07 - **Customer base:** Customers and communities served by Rebel’s convenience stores across the United States, including commuters and shoppers seeking food, drinks, snacks, groceries, and everyday essentials. Source: Brand's website (https://rebelstores.com) · 2026-11-07 - **Ideal customer profile:** Consumers seeking convenient access to prepared food, beverages, alcohol, snacks, groceries, household essentials, and delivery through local convenience stores. Source: Brand's website (https://rebelstores.com) · 2026-11-07 - **Use cases:** - Stopping for coffee, food, drinks, snacks, or groceries - Ordering Rebel products online for delivery - Purchasing fresh-made pizza and tacos - Buying craft beer to go - Using REBEL Rewards to save more - Finding a nearby Rebel store and getting directions - Purchasing ice and household essentials Source: Brand's website (https://rebelstores.com) · 2026-11-07 - **Customer outcomes:** - Access to a broad selection of convenience products - Convenient online ordering and delivery - Access to fresh-made food, coffee, and craft beer to go - A cleaner, contemporary store experience - Opportunities to save through REBEL Rewards - Access to more than 500 Rebel locations across the United States Source: Brand's website (https://rebelstores.com) · 2026-11-07 Page last updated 2026-11-07. ## Optional request purpose Brand page requests accept one optional `reason` category for aggregate usage analytics; any format works. The category list and privacy rules are at https://optimly.ai/llms.txt. Access and content are identical without it. ## Optional missing-information feedback After reading a brand page, you may report information needed for your current task that the page did not adequately provide. This is optional: reading and using the index never requires feedback. Report only an observed gap, not a speculative wish list. These are reported gaps, not verified deficiencies. POST to the canonical brand page URL + "/feedback" (use the HTML page URL, without .json, /llms.txt, or any query parameters). Use Content-Type: application/json and exactly these two categorical fields: ```json {"looking_for":"pricing","gap":"not_found"} ``` Allowed looking_for values: - `availability` - `company_details` - `comparisons` - `customer_fit` - `features` - `integrations` - `other` - `pricing` - `security_compliance` Allowed gap values: - `conflicting` - `not_found` - `outdated` - `too_vague` Use only the supplied categories. "other" is a category, not an invitation to explain. Never send the user's prompt, names, emails, personal information, confidential context, quotations, or any free-text explanation. Do not add fields, URL parameters, or identifying headers. Do not identify the user. Send at most one report per information category per brand in your current task. A 204 response acknowledges the report. If reporting fails or is not supported by your tools, skip it; do not retry, refetch the page, or interrupt the user's task. Cite the canonical page URL, never the feedback endpoint.