Pinnacle and Velocity Worldwide Announce Double Quick’s Selection of the Pinnacle Darius Solution

Arlington, Texas, August 7, 2018 – The Pinnacle Corporation (, the leader in point-of-sale and payment technologies, loyalty and customer engagement solutions, and cloud mobile platform products for retail convenience stores and Darius® for Retail, the data, personalization and insights platform from global retail and shopper marketing specialist, Velocity Worldwide, announced today that Double Quick, a convenience store, petroleum, and foodservice operator headquartered in Indianola, MS, has selected Pinnacle’s Loyalty Rewards and Affiniti Cloud® Consumer Mobile App solution, integrated with Darius® for Retail to offer their customers the ultimate shopping experience.


A long time Pinnacle Palm POS® client, Double Quick already has a large, well-known presence in their market but wanted to further position their convenience store operations as the premier destination for its customers.  As they evaluated marketing and technology strategies and possibilities, they knew they wanted a mobile presence along with shopper engagement tools to connect with their customers to offer them incentives to visit, delivering them directly to their customer’s mobile phone via their own branded mobile app.


“We were looking for the opportunity to engage with our customers and find out how to become the primary destination for fuel, food, and convenience options,” said Vicki Goss, Director of Marketing, Double Quick, Inc. “We believe this partnership will allow us to gain valuable consumer insights and ability to offer the right products with unique and personalized offers.  In a market full of competition from both convenience and mass merchandisers, we want to separate ourselves as the retailer of choice by knowing who we serve, as well as how to best serve them. ”


Working in concert with Pinnacle’s Loyalty Rewards and Affiniti Cloud® Mobile App, Darius® for Retail allows retailers to collect and profile shopper data to create relevant, personalized marketing strategies that can be activated across all devices and channels to give retailers decisive advantage over their competitors. Darius® also provides retailers with actionable insights that help them refine their marketing and promotions in real-time, and make operational, inventory and merchandising decision-making easier.


The integrated Pinnacle-Darius® solution provides timely and relevant content for Double Quick’s customers and personalized offers and promotions when they’re in-store, and when they’re not.  Integration with discovery technology (Wi-Fi and Beacons) provides a seamless in-store experience, and personal profiles ensure the right content is pushed to the right shoppers, a desired departure from mass discounting and into relevant communications.


Enda McShane, CEO, Velocity Worldwide, “We are very excited about our new partnership with Pinnacle and Double Quick and their vision to raise the bar on how they engage with their customers. Darius® for Retail is delivering proven results for all sorts of retailers, including those within the convenience sector. We’re looking forward to being part of this new chapter in the Double Quick story.”


“Double Quick is a long-time partner and friend of Pinnacle and we couldn’t be more pleased to see them take this step towards extending their operations through shopper engagement,” said Melissa Fox Hadley, VP of Marketing & Innovation at The Pinnacle Corporation. “We look forward to our continued partnership with the Velocity Worldwide team to provide technology solutions that allow retailers to connect and engage with their customers in new ways and expand their footprint in the community to grow their business.”


About The Pinnacle Corporation:


The Pinnacle Corporation ( provides leading-edge point of sale, loyalty rewards, and both corporate and consumer facing cloud mobile technology to the rapidly evolving convenience store industries. Nationwide, Pinnacle’s products and services are used daily in thousands of convenience outlets to improve their store operations and extend the brand of retailers through the ever increasing mobile landscape.


Pinnacle is committed to forming strong relationships with clients and partners. We listen and provide flexible, customizable, scalable software solutions that expand retailer’s capabilities for business growth through technology advancements. Pinnacle is dedicated to the development of industry leading technology to automate the convenience store business, giving Pinnacle clients the advantage over their competitors.


About Double Quick:


Double Quick, Inc. was founded in 1983 with the opening of its first store in Greenville, MS. Store #6 was followed by Store #3 in Indianola and a Charter Store conversion that became Store #7 in Ruleville. Together. Double Quick and Gresham Petroleum formed as a corporation in February 1984.  In April 1984, Double Quick acquired sixteen former “Mr. Quick” stores and overnight became a factor in the Mississippi Delta convenience store market.   Over a period of the last thirty (30) years, Double Quick has continued to grow and today operates 60 stores, 39 restaurants and deli operations, and has grown to over 1,000 employees.


Today, Double Quick is strategically positioned as a prominent presence in the convenience store, gasoline and fast food industry in Mississippi and Arkansas. A substantial number of our store, supervisory and executive management employees have ten, fifteen or twenty plus year’s continuous experience in their positions.  The expertise of these employees has made Double Quick a respected competitor in each of our market areas.


Double Quick has a Mission Statement, a Purpose and a set of Core Values by which the company lives and they are key to our current success and remain the key to the future success of our Company and our employees.  Each and every one of our decisions, programs, policies and procedures consider these beliefs.


About Velocity Worldwide:


Velocity Worldwide ( is a shopper and retail marketing specialist that develops personalization and insight technologies designed to grow retail businesses. For nearly two decades, Velocity Worldwide has delivered a combination of creative marketing and retail technology services through its proprietary data, personalization and insights platform, Darius® for Retail, which is designed to generate revenue for retailers by building better shopping experiences for their customers. With offices in New York, London and throughout the UK, the company is enabling retailers with solutions that help to navigate the complicated retail landscape now and for the future.


The business has received a number of innovation, local data management and shopper marketing awards in the US and the UK.


Pinnacle Welcomes New ASC Program Partners

The Pinnacle Corporation announced in late 2017 its goal to establish a national presence through its new Authorized Service Contractor (ASC) Distributor Sales Channel. Since its inception in 1990, Pinnacle had always had a direct sales model and in January 2018 rolled out this additional avenue.


The goal – to widen Pinnacle’s Palm POS footprint and to introduce new opportunities for its Loyalty and Affiniti Consumer and Corporate Mobile product lines for the smaller retailer.


Pinnacle welcomes the following partner companies to the ASC Program


Beyond Fuel Systems –  Southwestern Missouri 


EnergiSystems, LLC – Montana 


P.B. Hoidale Co., Inc. – Oklahoma, Kansas, N Missouri


Petroleum Equipment Services – Texas


These ASC’s are getting geared up to offer the best POS on the market. Pinnacle’s Palm POS is a complete customer service/sales solution. A single point of integration provides all the functionality retailers need to run their stores with the scalability to match business demands.

ASC Program Key Features:

  • POS that is Loyalty ready
  • Enhanced/Unlimited SKU’s
  • Local item price configuration
  • Extensive list of logged events
  • CardTrust and AssetWatch
  • Reliability and supportability – remotely access POS for support and maintenance
  • You control services revenue stream
  • From an experienced, trusted partner

If you are interested in becoming a Pinnacle Authorized Service Contractor visit our website for more information: and fill out the Contact Us form.


We’d love to welcome you to the Pinnacle family!


About The Pinnacle Corporation:

The Pinnacle Corporation (Pinnacle) provides leading-edge point of sale, loyalty, and both corporate and consumer-facing mobile technology to the rapidly evolving convenience store industries.


Pinnacle delivers products that drive traffic and increase profits, while helping retailers retain consumer loyalty and enhancing labor efficiency. Nationwide, Pinnacle’s products and services are used daily in thousands of convenience outlets to improve their store operations and extend the brand of retailers through the ever-increasing mobile landscape.

Al’s Corner Oil Company Selects ADD Systems Software and Keeps Pinnacle Palm POS

Flanders, New Jersey, June 22, 2018 – Advanced Digital Data, Inc. (ADD Systems®), the leading supplier of software solutions to the convenience store and energy distribution industries, is proud to partner with Al’s Corner Oil Company as their back office software provider.


Al’s Corner needed a system that would increase efficiency and connect all aspects of their business. Their business has grown over the years to include Sparky’s One Stop convenience stores and a commercial and residential fuel delivery business. After more than five months of extensive research on software providers, Al’s Corner has decided to partner with ADD Systems for their convenience store and fuel businesses.


When asked about their decision to work with ADD Systems, Thomas Leise, IT Manager at Al’s Corner Oil Company said, “We needed a new system that would allow us to automate time-intensive processes, like creating delivery tickets and contracts, increase efficiency and create quick turnaround for billing. One of the reasons we chose ADD Systems is that they provide a solution that would allow us to connect our convenience store, home heating, and bulk fuel businesses into one streamlined system. The capabilities of the software are a huge step in the right direction for us.”


In addition to ADD eStore® and ADD Energy E3®, the back office systems for stores and energy operations, Al’s Corner Oil Company will implement Atlas Reporting®, ADD Systems’ solution for business intelligence and reporting. Atlas provides operational reporting and analytics for the stores with real-time POS reporting, as well as increased efficiency and visibility into the energy distribution operations. Al’s Corner also plans to implement Raven®, the ADD mobile delivery solution, in their fleet in the future.

Pinnacle Announces New Global Operations Leadership

Arlington, Texas – The Pinnacle Corporation(Pinnacle), the leader in point of sale, mobile, and loyalty technology, announces the promotion of Sam Davis to Vice President of Global Operations.

Sam has over 35 years of software technology experience, and since 1995 he has been in senior management and executive positions in the convenience retail and petroleum distribution industries.  Sam joined Pinnacle in 2005, developed the strategy and business plan for a nearshore software development office, then moved to Argentina to execute that plan.

Today, Sam continues to reside in Argentina and oversees Pinnacle’s Central and South America operations, managing all aspects of that business. He leads the efforts of development teams based in Cordoba, Argentina both for Pinnacle solutions and for external clients.

“It has been a great privilege working at Pinnacle for the last 12 years with extremely talented people, from the top to the bottom, that start each day with the passion to achieve one goal; making our clients more successful!” says Sam Davis. “I’m excited as I start this new role that Pinnacle is better positioned than ever to bring very innovative, best-in-class solutions and services to our clients.”

Sam also serves as President of The Pinnacle Corporation, SRL which is a separate entity affiliated with the US based company, whose mission is to market software technology solutions to Argentinian and other Central and South American companies. Sam will be joining the Pinnacle team at the NACS show in Chicago, October 17-20, and would love an opportunity to speak with those in that market about how the Argentina group can understand their unique business challenges and can help move their technology solutions forward.

Sam’s wife, Liliana, is Director of the Post-Graduate School of Dentistry at the National University in Cordoba. In his spare time, Sam same enjoys spending time with his wife, cooking barbecue (asado), making music and training his German Shepherds (Dillon and Lady).

Pinnacle Announces New Software and Services Leadership

Arlington, Texas – The Pinnacle Corporation(Pinnacle), the leader in point of sale, mobile, and loyalty technology, announces the promotion of Mike Vaughn to Vice President of Software and Services.

In his role as VP of Software and Services, Mike leads both the software development and the client services teams, focusing those groups on creating, supporting, and implementing Pinnacle’s product lines which include Affiniti Mobile, Point of Sale and Loyalty solutions.
Under Mike’s leadership, Pinnacle has been able to move many essential projects to completion including certification of  Palm POS to meet the PCI PA-DSS 3.2 guidelines and Mike continues to drive towards support of all EMV inside and outside functionality to meet compliance requirements. In addition, Mike’s teams are focused on strategic Pinnacle initiatives including the Foodservice ordering module with Kitchen Display System built on the Affiniti Consumer Mobile app platform that will be launched at NACS 2017.
A member of Pinnacle’s senior leadership team, Mike contributes tactical execution of corporate objectives for software development and services, and leads continual improvement of Pinnacle’s day to day operations for developing or enhancing software products, providing support to Clients, and deploying new solutions.
Mike joined Pinnacle in 2013 after 32 years in the IT industry. His roles included organizational leadership across systems, network, and application development, consulting, staff development, service management, process optimization, cross-team leadership, and continual improvement.
“The best thing about Pinnacle is the people who work here,” says Mike Vaughn. “All are dedicated to doing the best job possible for every Client.  I’m enjoying my new role.  First and foremost because of the people I get to work with and learn from.  But just as important, I get to contribute to every aspect of Pinnacle’s software solutions, all the way from idea inception through to development, and on to deployment. And last but certainly not least, making sure the resulting product solution continues to fit, or adjust, to meet our Clients’ needs.”

Pinnacle Announces New Sales and Marketing Leadership

Arlington, Texas – The Pinnacle Corporation (Pinnacle), the leader in point of sale, mobile, and loyalty technology, announces the promotion of Melissa Fox Hadley to Vice President of Marketing and Innovation, and welcomes Manuel ‘Manny’ Arechiga as National Sales Manager.

As VP of Marketing and Innovation, Melissa is responsible for planning and executing the company’s marketing and product development planning efforts. As a member of the senior leadership team, Melissa is a valuable contributor to the development of overall corporate strategy. Leveraging the brand, industry knowledge and innovative product,  Melissa manages a dynamic team to grow revenue and market share through multiple sales channels. Melissa joined Pinnacle in 1996 and has held a number of positions, including most recently, Director of Product Management, where she was responsible for strategic and tactical product management planning and execution for all solutions offered to the retail convenience store and petroleum market.

“I work with amazing people who have supported me, encouraged me, and provided exceptional leadership to me as my career has evolved over the last 20+ years. As I move into this role, I’m excited about new opportunities to meet the needs of our clients, to explore innovative solutions and technologies, and to continue serving this great industry,” says Melissa Fox Hadley.

Melissa was named a 2016 Top Woman in Convenience by Convenience Store Magazine, is on the NACS Supplier Board Exhibitor Advisory Committee, and the Conexxus Board of Advisors, as Chairperson of the Membership and Marketing Committee. In her free time, Melissa enjoys traveling with her husband Doug and 17 year old daughter Chloe, serving in the community, spending times with friends and watching high school football games.

Manny’s background in the petroleum industry spans over 32 years.  After graduation from the University of Texas at Austin in 1982, he began his career as a retailer, operating 8 retail outlets in South Texas under 5 different flags.  In 1991, he became a Chevron fuel & lubes jobber, while operating retail stores spreading into Mexico, in the form of a Chevron International Lube Oil Distribution in Monterrey, N.L. In 2014, he joined Empire Petroleum Partners, based out of Dallas, Texas,  spending 3 years with the company during an aggressive expansion of growth through acquisitions. As National Sales Manager, Manny brings his years of industry knowledge to providing Pinnacle software solutions to convenience store retailers across the country.

“I come to Pinnacle with much enthusiasm. I will be joining a team of partners dedicated to customer service, of which I’ve dedicated my life to,” says Manny Arechiga. “I look forward to meeting Pinnacle’s family of customers, with intentions of expanding this family.  I’m also excited to join this cutting edge technology group, dedicated to keeping their customers current in today’s vast changing convenience store industry and look forward to working with everybody.”

Manny enjoys spending time with his wife, a teacher of 24 years and two daughters, both University of Texas grads, one a potter and one an animator.

Pinnacle Attends Conexxus Annual Strategy Conference

Arlington, Texas – The Pinnacle Corporation (, the leader in mobile, loyalty and point-of-sale integration solutions for retail convenience stores, is excited to have Melissa Fox Hadley, Director of Product Management, participating in this year’s Conexxus Annual Strategy Conference, as Chairperson of the Membership and Marketing Committee.

Pinnacle has a long history of partnership with Conexxus, from its inception as the NACS technology standards body, to the most recent Pinnacle Loyalty integration with Conexxus point-of-sale standards. This tradition of collaboration has born new innovations, partnerships and technologies that drive the industry in data security, POS-BO interfaces, and other work efforts; addressing technology standards to improve business processes, reduce costs and increase productivity for the convenience and fuel retailing industry.

“The Conexxus Annual Strategy Conference sets the achievement goals and technology benchmarks for the coming year, addressing the most critical and emerging needs of the convenience store industry,” said Melissa Fox Hadley. “The Membership and Marketing Committee looks to increase Conexxus enrollment, drive engagement and demonstrate how invaluable this organization is to every retailer in our market.”

Conexxus is a non-profit, member-driven technology organization dedicated to the development and implementation of standards, technologies innovation and advocacy for the convenience store and petroleum market. Conexxus membership collaborates on key present and future industry challenges and innovations. Their work efforts improve profitability by reducing the cost of IT ownership and improving the competitiveness of their members. Pinnacle is also an annual sponsor of the Conexxus Annual Conference.

Pinnacle clients and industry professionals had the opportunity to learn more about Pinnacle’s collaboration and partnership with Conexxus at Summit 2017, the Pinnacle user conference, in Arlington, Texas. Gray Taylor, Executive Director of Conexxus, presented current and emerging technology trends and issues facing convenience store retailers. To learn more, visit

Pinnacle and Patron Points deliver Palm POS Integration Solution

Arlington, Texas, August 3, 2017– The Pinnacle Corporation (Pinnacle), a leader in mobile, loyalty and point-of-sale integration solutions for retail convenience stores, announced today the completion of its Pinnacle Palm integration with the Patron Points loyalty platform, now in store beta testing for select client partners.

Pinnacle has a long history in the convenience store space in partnering with other supplier companies to provide the best of breed solutions for their customers, allowing them the ultimate in flexibility and choice. Through Palm’s loyalty partner interface, Patron Points was able to create an interface to their host loyalty application that takes advantage of all the feature functionality benefits of Palm, while allowing them to expand their loyalty solution to Palm convenience retail clients. This new collaborative partnership between Pinnacle and Patron Points ensures that retailers have the tools in hand to increase customer loyalty and drive store profits.

“While Pinnacle offers a completely integrated POS, Loyalty Rewards, and Mobile App solution suite, we understand retailers are looking for Pinnacle products to integrate with multiple solutions platforms, to optimize their hardware and software investments,” said Melissa Fox Hadley, Director of Product Management at Pinnacle.

“Pinnacle has a long history of partnership and collaboration with Patron Points and we are proud to be able to support Patron Points Loyalty program, fully integrated with Pinnacle POS.”

Patron Points has been providing customizable loyalty programs exclusively for the convenience store industry since 2004. Patron Points prides itself on working with single store owner operators, as well as large chains. Based in Oakdale, Minnesota, they are currently marketing in 24 states.

“To be able to interface with Pinnacle’s Palm POS system has been a high priority for our company for the betterment of a year,” said Erik Ogren, President of Patron Points, Inc.

“As we examined the retail landscapes, so many phenomenal retailers utilize the Palm POS system. It has been a fantastic experience working with the development team at Pinnacle and we are very excited about what we have developed.”



Pinnacle Prepares for NACS at the Pre-Show Prep Experience

July 18, 2017 –  As a Hunter Club member and NACS Supplier Board Advisory member, The Pinnacle Corporation (Pinnacle) attends the NACS Pre-Show Event in Chicago, Illinois this week. This event provides Pinnacle the industry insights, facilities background, participant interactivity availability and professional networking opportunities that help us anticipate the needs of convenience store retailers as we prepare for the NACS Show in October.

Led by the NACS Show organizational team, attendees learn vital information on marketing and promotional expertise, logistic and planning information, and demographic details and trends that allow us to showcase the most pertinent, up-to-the-minute software solutions that solve immediate and future retailer business needs. Pinnacle can also connect with retailers and vendors in a more intimate setting to learn more about how current challenges and opportunities affect them and their companies.

The NACS Show, in Chicago, Illinois October 17-20, is the yearly leading event in the convenience and fuel retailer industry. Pinnacle has not only been a longtime exhibitor, but also has played integral roles in various areas of leadership and organizational participation. The NACS Show affords a tremendous opportunity to promote the many exciting advancements Pinnacle is making in the convenience retailer software environment.

At NACS Show 2017, in addition to providing updates on EMV Inside and Outside, Palm certification with Sunoco, the expansion of the Loyalty suite to other POS systems via the Conexxus standards and the roll-out by Lynch Oil/Mr. Gas of their consumer mobile app, Pinnacle will showcase cutting-edge innovations and enhancements in production, near completion and coming soon, including:

– Affiniti Sentry store security suite. Including modules such as Card Trust (protecting against fraudulent transactions from unknown cards and customer accounts- designed to stop chargebacks before they start), Asset Watch (a cloud-based software and device management tool that monitors and reports version information to make sure store assets are current, compliant and secure) and the popular SkimDefend Multi-Site (available not only for fuel island labels, but any security label system requiring routine monitoring).

– Affiniti POS. Debuted at Summit 2017, industry-leading Palm POS will be available through our Affiniti mobile platform, enabling users to increase productivity and reduce costs, now faster than ever.

– Affiniti Consumer Mobile App. Continuing to evolve with the latest advancements, the Affiniti Consumer Mobile App now includes Mobile Wallet, stored Electronic Receipts, Messaging and Notifications, and Food/Product Ordering.

Pinnacle’s continued relationship with NACS and other vital industry organizations not only molds our software strategies in the near future, but cements the collaborative perspective we have with regards to partner and client participation in enhancing our technology solutions. We look forward to seeing all of our clients and partners at Pinnacle’s booth #4374 this October at NACS Show 2017!


Pinnacle Announces New Innovations at Summit 2017

Arlington, Texas – The Pinnacle Corporation (Pinnacle) just completed their annual client conference, Summit 2017, where they showcased their new Affiniti Sentry cloud-based software suite and a host of new and enhanced software solutions. With valued Pinnacle clients, respected partners and Pinnacle team members from across the country, this two day event offered valuable Pinnacle solutions and industry knowledge to keep up-to-date on the changes and opportunities within the convenience store and petroleum sectors.

Led by valued Pinnacle client and Master of Ceremonies Howard Hyche, Vice President of Information Technology at Double Quick, and situated at the Sheraton Arlington Hotel just minutes from Pinnacle Headquarters, Summit 2017 offered clients and industry professionals the opportunity to gain not only software expertise, but best business practices in an often volatile market. Pinnacle’s Summit 2017 showcased software and technology solutions that drive traffic, drive sales and drive profit, enabling them to compete in their specific market.

“We’ve been hosting our annual client conference for over 25 years now and this year’s Summit  proved to be another outstanding event!”, said Bob Johnson, President and CEO, The Pinnacle Corporation, “The opportunity to share the company’s vision and strategy with our clients and partners and to hear their feedback on new ideas and product direction is essential to our success”.

In addition to providing updates on EMV Inside and Outside, Palm certification with Sunoco, the expansion of the Loyalty suite to other POS systems via the Conexxus standards and the roll-out by Lynch Oil/Mr. Gas of their consumer mobile app, Pinnacle showcased many new and exciting innovations and enhancements in production, near completion and coming soon:

– Launched at Summit 2017, Pinnacle introduced the Affiniti Sentry store security suite. Including modules such as Card Trust (protecting against fraudulent transactions from unknown cards and customer accounts- designed to stop chargebacks before they start), Asset Watch (a cloud-based software and device management tool that monitors and reports version information to make sure store assets are current, compliant and secure) and the popular SkimDefend Multi-Site (available not only for fuel island labels, but any security label system requiring routine monitoring).

“Time well spent down at Summit and Advisory Council… We look forward to continuing to work with Pinnacle on improving the software and growing the user base as a reference.” – Lou Bush, Stewart’s Shops, Inc.

– An added member to the Affiniti family, Affiniti POS debuted at Summit 2017. Industry-leading Palm POS will be available through our Affiniti mobile platform, enabling users to increase productivity and reduce costs, now faster than ever.

“Thank you for putting on a wonderful Pinnacle Summit 2017. Daniel and I had a great time and learned a lot. We are extremely excited with the Affiniti POS and all things that come along with those changes.” – Nick Lynch, Lynch Oil

– Pinnacle also announced new relationships and partnerships in our rapidly evolving industry. Darius for Retail, a joint venture from Hussmann and Velocity Worldwide, brings the latest marketing personalization technology to the convenience store industry. Working in concert with Pinnacle Loyalty, Darius delivers the promotions, transaction data, trend analysis and more, giving your stores the decisive advantage over your competitors.

“Thanks again for the great time – was a great few days, learning about Pinnacle’s latest product innovations and future direction.”- Steve Dennis, Road Ranger

“I’m excited about the future with Pinnacle and working with them on several key initiatives like Pinnacle EPS and Affiniti POS to get them across the finish line.” – Don Emery, CHS

We were also fortunate to have valuable partners and industry professionals present for us such as Mike Vogt with Allied Electronics and Gray Taylor with Conexxus. Our industry partners and the collaborative relationship we have with trade organizations help keep Pinnacle on the forefront of technology and responsive to the ever-changing needs of our clients. Additionally, we were honored to have our featured guest speaker, Jeff Whittle of Whittle & Partners, to discuss building a culture of accountability through leadership and management.

Pinnacle Summit has continued as a contributing force in making our clients most successful using our software and benefiting from the collaborative relationship we foster. Our annual conference, in combination with our free-Arlington-based training and Advisory Councils, prepares and nurtures Pinnacle clients to truly utilize our software solutions to increase efficiency, increase traffic and increase revenues.