Dive Brief:
- Maverik has begun rebranding Kum & Go convenience stores about five months after completing its blockbuster acquisition of the Des Moines, Iowa-based chain, a spokesperson from Maverik confirmed.
- The first fully rebranded site, which opened Tuesday, is located in Draper, Utah, about 20 miles south of downtown Salt Lake City. It’s the same store that Kum & Go opened over a year ago that, at the time, marked the retailer’s arrival in the Beehive State.
- This will likely be the first of many Kum & Go rebrands for Maverik, as CEO Chuck Maggelet previously announced that the Salt Lake City-based retailer would be converting sites in Utah, Colorado, Idaho and Wyoming starting in January 2024.
Dive Insight:
When Maverik’s acquisition of Kum & Go officially closed last August, Maggelet said in an interview with NACS that although he was leaning towards keeping the Kum & Go banner in areas outside of Utah, Colorado, Idaho and Wyoming, Maverik would “continue to evaluate future changes” moving forward.
Months later, keeping the branding may no longer be in the cards, as recent reports have indicated that Maverik plans to rebrand the entire Kum & Go banner by 2025.
When recently asked about its plans to get rid of the Kum & Go banner, a Maverik spokesperson said the retailer has yet to confirm any rebranding plans outside of the previously announced locations.
The store in Draper marked not only Kum & Go’s arrival in Utah, but the beginning of a planned statewide expansion for the c-store retailer. In 2021, Kum & Go revealed plans to open 30 c-stores in the Salt Lake City area by 2026.
Maverik is offering its Adventure Club loyalty members exclusive deals on various packaged beverages to celebrate the store’s grand opening, according to a LinkedIn announcement from the company.
Maverik operates more than 400 convenience stores in addition to over 400 Kum & Go locations across over a dozen Midwest and western states.
