If you develop up, a minimum of in most markets, you will have a dominant comfort retailer model, possibly two that looks as if the default.
In my childhood rising up north of Boston, it was a now-defunct chain Richdale’s, and the now-thriving Cumberland Farms. I didn’t know that manufacturers like WaWa, Racetrac, and Sheetz have been huge gamers in different components of the nation.
After I obtained just a little older and began touring, it was a serious deal with to go to a Circle Okay, a Kum & Go, or another model I had by no means seen earlier than. Sure, 7-Eleven was considerably nationwide, however again within the Seventies and 80s, these have been uncommon as effectively.
Folks get connected to the comfort shops of their youth. They’re comfy with the meals, the espresso, and no matter else makes any particular model particular.
That makes it a tragic, and significant event when a comfort retailer model goes away. Kum & Go, a model that dominated components of the midwest and south, has been disappearing and the model’s remaining areas will shut quickly.
Kum & Go has a proud historical past
Kum & Go’s web site remains to be up and touts its mission assertion.
Welcome to Kum & Go, the place the place every go to propels you right into a day stuffed with potential.
The remainder of the About Us is supposed to point out off a sequence that is making an attempt to be a optimistic a part of the group.
“With over 300 stores dotting the Midwest and South, you can rely on us to be there, ready to elevate your journey, anytime you need…We’re dedicated to fostering a positive atmosphere, a place where every person who walks through our doors leaves ready to go out and make new memories. At Kum & Go, you’re not just a customer; you’re the reason we’re here, an integral part of a community that’s all about making each moment brighter,” the corporate shared on its web site.
When Maverik first purchased Kum & Go in 2023, it appeared just like the model would survive and the most effective of each manufacturers can be built-in.
“We are excited to welcome Kum & Go and Solar Transport Team Members to Maverik,” mentioned Maverik CEO Chuck Maggelet in a press launch on the time of the sale. “Together, we’ll offer our customers an adventurous and differentiated convenience store experience across fuel, foodservice, and inside-store offerings. We look forward to using our combined resources to grow our business and further elevate our product offerings to provide the best service to our customers.”
That call didn’t maintain for very lengthy and Maverik finally determined to rebrand all Kum & Go shops (except for a handful it bought to Mega Saver, which is able to put its personal branding on the acquired shops).
In an announcement to the Des Moines Register, Maverik mentioned it’s “in the process of rebranding Kum & Go stores, with the intent to unify our entire combined footprint under the Maverik brand.” It didn’t present a timeline, saying that “we are taking a thoughtful, market-by-market approach to ensure the best customer experience before confirming each state’s rebrand.”
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That timeline has practically accomplished and the Kum & Go now solely stays on a handful of shops, many in Sioux Falls, Iowa. Maverik has been promoting the change as a optimistic.
“We’re remodeling your store to bring you the full Maverik experience. From exclusive deals to fuel savings, now’s the perfect time to explore what Maverik has to offer. Thanks for your patience as we work to upgrade your store,” it shared on its web site.
Chet Unusual/Bloomberg through Getty Photos
Maverik’s Kum & Go timeline
- April 2023: Maverik pronounces settlement to accumulate Kum & Go.
- August 29, 2023: The acquisition is accomplished; Kum & Go and Photo voltaic Transport formally develop into a part of Maverik / FJ Administration.
- January 2024: First rebrands start in overlapping markets—Utah, Colorado, Idaho, Wyoming.
- April 2024: Maverik pronounces it has rebranded 30 Kum & Go shops throughout Utah and Colorado Springs.
- November 2024: Maverik confirms intent to rebrand all Kum & Go areas, stating a unified model technique.
- Mid-2025: Rebrand rollout continues into core Kum & Go markets; Iowa and Nebraska transitions start.
- Late 2025: Many particular Kum & Go shops (e.g. in Iowa) have scheduled shut / reopen dates beneath Maverik branding.
- Late-2025: Kum & Go model will disappear.
Supply: maverik.com
Kum & Go didn’t match Maverik’s plans
Various former Maverik and Kum & Go workers spoke with CSP Every day Information in regards to the change. All spoke anonymously.
“I think there was some concern about the inadvertent double entendre of the Kum & Go name,” a former Maverik execurive shared. “I also believe that [Maverik CEO] Chuck Maggelet envisions growing Maverik into a multi-regional brand, and he’s not deterred by Casey’s, Kwik Trip or other well-respected brands in the Midwest.”
Maggelet’s ambition was cited by quite a few sources.
“Their [Maverik’s] big-picture plans are for further acquisitions and market expansion,” a supply informed CSP Every day Information. “It’s probably easier to focus on one brand for efficiencies and brand/consumer awareness across the country.”
The lack of Kum & Go can be deeply, in line with Future Commerce’s Jessie Tyler.
“I live in Springfield, MO, the home of thirty-three Kum & Go convenience stores. Here, the brand is ubiquitous. Kum & Go tees, beanies, and oversized plastic cups with handles are common sights. From 2019 to 2023, their brand recognition exploded on a national scale as a result of a bold new brand strategy, primarily seen on social media,” he wrote.
Tyler’s largest lament is that Kum & Go had used its social media to advertise LGBTQ+ rights and different causes. That has disappeared.
“Before my eyes, a beautiful brand was being washed away. The Instagram and TikTok accounts underwent a hard reset, erasing all past content. On Twitter, past tweets were also being deleted. Some were silly, but others, like ‘“’protect trans kids. Period.’ were wiped, he shared.
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