Dive Brief:
- Maverik announced Tuesday it has completed 30 Kum & Go rebrands in Utah and Colorado as the company continues to integrate the Des Moines, Iowa-based banner it acquired last year.
- After completing four Utah rebrands in January, the company moved on to Colorado, where it currently has completed work in Colorado Springs and has begun rebranding stores in Denver and the surrounding regions.
- In addition to updated signage, these sites will also get a “unified food program” that introduces Maverik’s Bonfire foodservice, but also includes “staples from K&G’s menu.”
Dive Insight:
The future of Kum & Go as a banner has been up in the air since the acquisition. Maverik confirmed it had removed Kum & Go’s made to order foodservice program from stores and made several changes to its rewards program and app, in addition to making this first wave of rebrands.
In addition to the new look, these stores have also switched from the &Rewards loyalty program to Maverik’s Adventure Club membership.
When Maverik’s acquisition of Kum & Go closed in mid-2023, the Utah-based company announced plans to rebrand stores in markets that already had both banners — Utah, Colorado and Wyoming. Once the Denver rebrands are complete, Maverik will move on to the Western Slope — the part of the state west of the continental divide – to wrap up the 86 sites in that state. It will then begin rebrands in Wyoming, where Kum & Go currently has 13 stores, in the third quarter.
“Feedback from our Utah and Colorado customers has been excellent thus far,” said Chuck Maggelet, CEO of Maverik.
In addition to rebrands, Maverik also opened two new stores in Idaho that were originally slated to be Kum & Go locations.
“Ongoing market research as well as the results from Maverik’s initial rebranded stores will help guide future branding decisions,” Maggelet added.
Rebranded stores get a reworked interior with photos of the state’s outdoor destinations, adventure videos playing on TV and soda fountain screens, and Maverik’s proprietary tech stack, including the company’s NITROSS point of sale system. Customers who want to track the pace of updates can do so on the company’s website.
Salt Lake City-based Maverik currently owns more than 800 locations across 20 states between its two banners.
