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A split image contrasts an old-fashioned brick gas station with a modern, brightly lit Haffner's gas station at night.

Hold Your Gas—
 This Story Kicks!
 OUR HISTORY

A formal black and white portrait of an older man wearing glasses, a suit, shirt, and tie.

1925 – The year our story began

It all started with one station. Jack and Emma Haffner opened the first Haffner’s Service Station at 69 Parker Street in Lawrence, Massachusetts—laying the foundation for a century of community-focused service.

A black and white photo of a woman with short hair, wearing a lab coat, holding a glass vial in a laboratory setting.

1930

Their daughter, Louise, blazed trails. She became the first woman in Massachusetts to hold both a burner-service tech license and a C1 tractor-trailer license—all while earning degrees from MIT and Boston University. Louise expanded the business into home delivery of oil and kerosene.

A newspaper advertisement from 1937 for Haffner Service Stations promoting gasoline and mileage.

1937

From one station to five, Haffner’s quickly became a recognizable name throughout the region.

A white line drawing of a standing donkey, the Haffner's logo, on a textured grey background.

1948

Enter the Donkey. The iconic “It Kicks!” mascot debuted, symbolizing the high-octane additive that powered engines— and a brand with a little extra kick.

A black and white advertisement titled "Partners for Progress" showcases the Haffner's team and their services with a vintage fuel truck.

1965

A new generation stepped in. After Jack’s passing, Louise and her husband, Emile Fournier, continued growing the fuel business. Their son, Haff Fournier, brought fresh energy and vision.

A black and white photograph from the past shows a long line of cars waiting at a Haffner's gas station.

1974

During the gas crisis, while fuel was scarce across Greater Lowell and Lawrence, Haffner’s stayed open—fueling local residents when it mattered most.

A black and white photograph shows several people, including a child drinking, getting water from a communal outdoor source.

1983

Haffner’s provides a spring water tap at its May Street property in Lawrence, offering free, clean water to residents. To this day, the spring’s source remains a mystery.

Three pieces of construction equipment, including a Zettelmeyer ZL 4001 wheel loader, are on a dirt construction site.

1995-2000

Under Haff’s leadership, Haffner’s expanded across Massachusetts and New Hampshire, adding more stations and car washes. In 2000, the company established its new headquarters at 2 International Way in Lawrence.

A blue Haffner's truck carrying a white tank for propane, gasoline, and fuel oils is parked on a road.

2006

Haffner’s entered the propane delivery business—bringing the same trusted service to a new fuel source for homes.

A Haffner's gas station with a large sign and fuel pumps, also advertising an exterior car wash.

2009

After Haff’s passing, his wife Joanne and son David carried on the legacy, keeping Haffner’s family-run and community-focused.

The red cursive "Haffner's" logo is displayed with a small black silhouette of their kicking donkey mascot on a textured grey background.

2010-2014

Growth accelerated. A second office opened in Greenville, NH, to serve the Monadnock region. More locations were added across Massachusetts, New Hampshire, and into southern Maine. New partnerships, including Sal’s Pizza, further elevated the customer experience.

The Energy North Group logo.

2015

Haffner’s was sold to the Black Family, owners and operators of Energy North Group.

The Haffner's logo in red and white with a blue and yellow swoosh and the "It Kicks!" slogan, accompanied by a white kicking donkey silhouette, on a textured blue background.

2019

A refreshed brand was introduced. Haffner’s unveiled an updated logo while keeping its famous It Kicks!” tagline. The network of fuel, car wash, and propane sites continued to grow.

A young woman in a Sal's Pizza uniform stands behind the counter at a Sal's Pizza location.

2020-2022

New flagship stations debuted in Tewksbury and Moultonborough, showcasing the modern Haffner’s experience. Additional sites opened across New Hampshire and Maine.

A modern Haffner's gas station with multiple pumps and an attached convenience store under a clear blue sky.

2023

Growth surged again. Huhtala Oil & Propane, Hartmann Oil, Concord Oil, and Village Variety joined the Haffner’s family. A new flagship store opened at 495 Merrimack Street in Lawrence, and the Gloucester site was rebuilt to flagship standards.

A brightly lit Sal's Pizza restaurant attached to a Haffner's Express store is seen at dusk with cars parked outside.

2024

Haffner’s began unifying all its stores and services under one name—Haffner’s. The new flagship format rolled out in more locations, raising the bar for service and design.

The Haffner's 100 Years Since 1925 logo features their name, a kicking donkey, and celebratory text within a blue and white oval.

2025

100 years and still kicking. From one station on Parker Street to a regional brand trusted by thousands, Haffner’s celebrates a century of fueling communities with heart, hustle, and a whole lot of kick.