Dive Brief:
- Maverik will begin rebranding Kum & Go convenience stores in Missouri and Michigan in the coming months, the company announced last week.
- In March, Maverik will start rebranding 54 Kum & Go stores in Missouri. It’ll then move to Michigan “later this spring,” with intentions to rebrand seven locations in the Great Lakes State, according to the announcement.
- This marks the first time Maverik has publicly revealed a timeline for Kum & Go rebrands in states where the two retailers never overlapped. Although Maverik has confirmed plans to eventually rebrand all Kum & Go stores in the U.S., it emphasized that it’s taking a “thoughtful, market-by-market approach” before confirming each state’s rebrand.
Dive Insight:
Missouri is Kum & Go’s third-largest market behind Arkansas and its home state of Iowa. The Show-Me State was also a testing ground for Kum & Go’s fresh food program in recent years, notably its small-format “Bistro” locations, which offered a full selection of foodservice options as well as indoor seating in a more compact space.
Michigan is one of Kum & Go’s smallest markets. The retailer opened its first location in the state in January 2023, and operates stores in several spots, including Grand Rapids.
All rebrands in Missouri and Michigan are expected to be complete by this summer, according to the announcement.
“The new rebrands reflect our dedication to delivering excellent convenience store experiences across fuel, foodservice and inside-store offerings in all our locations from the Midwest to the West Coast,” said Crystal Maggelet, Maverik’s CEO.
In its announcement, Maverik also revealed Kum & Go rebrand plans in Arkansas, which it said began last month with 26 locations in the Northwest part of the state. Maverik said it intends to rebrand 53 stores overall in Arkansas, all of which are expected to conclude this fall.
C-Store Dive first reported in January that Maverik had begun rebranding Kum & Go’s stores in Arkansas.
Elsewhere, Maverik recently finished its nine Kum & Go rebrands in Wyoming and is expecting to complete its 40 rebrands across Oklahoma next month. C-Store Dive reported that these rebrands were underway last October.
Maverik rebranded 133 Kum & Go c-stores in 2024, according to the announcement.
