Dive Brief:

• Maverik plans to rebrand all Kum & Go convenience stores in the U.S. to its own banner, a company spokesperson confirmed on Wednesday.
• Maverik had previously outlined plans to rebrand Kum & Go’s c-stores across a few states, but had not confirmed plans to phase out the entire banner until now. The spokesperson said these rebranding efforts aim to “unify our entire combined footprint under the Maverik brand.”
• Once it finishes this project, Maverik will operate over 800 convenience stores under its own banner across 20 states, making it one of the most widespread convenience store chains in the country.

Dive Insight:

Shortly after Maverik acquired Kum & Go in late 2023, the Salt Lake City-based company publicly outlined rebrand plans for Kum & Go’s locations in Utah, Idaho, Colorado and Wyoming. However, it never widely shared plans to do so outside of those states, despite ongoing speculation that it would retire Kum & Go’s banner entirely.

Last week, Maverik sent loyalty members in Oklahoma a memo that it was expanding its rebranding efforts to all Kum & Go locations in the Sooner State. The 41 rebrands in the state are expected to finish in mid-2025, Maverik’s spokesperson said on Wednesday, before confirming all locations across the U.S. may be changed.

The spokesperson said that all stores being rebranded will briefly close. Once reopened, they’ll be run by the same team members and include “a similar rewards program.” Maverik had previously said that once each rebrand occurs, customers will no longer be able to use Kum & Go’s rewards points at that location, nor will those points transfer to Maverik’s Adventure Club loyalty program.

Rebranded locations will also feature Maverik’s Bonfire foodservice program. Maverik discontinued Kum & Go’s made-to-order foodservice and mobile ordering programs earlier this year.

Maverik’s spokesperson said the company is taking a “thoughtful, market-by-market approach” to the rebrands.

In a separate email sent to C-Store Dive Wednesday afternoon, a Maverik spokesperson said the company will take this approach "before confirming each state's rebrand.”

“Our focus is delivering a consistently elevated c-store experience — across fuel, rewards, foodservice, and inside-store offerings,” the spokesperson said in a statement to C-Store Dive. 

Kum & Go stores are still operating in Arkansas, Iowa, Michigan, Minnesota, Missouri, Montana, Nebraska, North Dakota and South Dakota.