In multiple states, locals express sadness over the disappearance of the beloved Kum & Go convenience store chain, often called the highlight of their road trips.
The change affects 140 Kum & Go stores, which are shedding their well-known name in a major rebranding effort.
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Kum & Go Transforms into Maverik Brand
NACS reports that a rebranding initiative is underway, signaling the end of the Kum & Go name in favor of the Maverik brand.
Starting this month, all Kum & Go stores across Utah, Colorado, Idaho, and Wyoming will begin transitioning to Maverik stores.
This information comes from a statement by Maverik CEO Chuck Maggelet, released to Oil City News last September. The rebranding is focused on regions where Maverik already has a strong presence and will impact approximately 120 to 140 stores.
Maggelet emphasized the enhanced experience customers can expect. "Together, we will bring our customers an exciting and unique convenience store experience, improving our services across fuel, food, and in-store offerings," he said.
Maggelet also highlighted the benefits of merging resources, aiming to expand the business and enhance product offerings to serve customers better.
Additionally, Maverik has expanded its operations by acquiring Solar Transport, a tank truck carrier and logistics provider, from the Krause Group. This acquisition significantly increased the company's workforce to about 14,000 employees and extended its reach to over 800 stores in 20 states.
Founded in Iowa in 1959, the convenience store chain Kum & Go has been acquired by FJ Management's Maverik, as reported by CSP Daily News in April 2023.
Initially, the Maggelet family, owners of the Utah-based FJ Management, intended to rebrand only those Kum & Go stores located in Maverik's existing areas, leaving the rest as they were. However, this strategy appeared to change by the end of last year.
Sources close to Maverik's management revealed to CSP Daily News concerns about the unintended implications of the Kum & Go name. These concerns influenced the decision to rebrand more extensively.
One insider pointed out the strategic choice in branding for expansion. "Considering cross-regional growth, which name would resonate more with a new audience: Maverik or Kum & Go? With all due respect to Kum & Go, the more appealing choice is evident," the source said to the news outlet.
Maverik's $2 Billion Gamble: Renaming Kum & Go
Maverik's recent $2 billion acquisition of the Kum & Go chain marks a significant move in the convenience store industry. Previously, both brands operated similarly, boasting around 400 stores in over a dozen states.
Despite the potential double entendre in Kum & Go's name, a concept dating back to the 1590s, according to the Online Etymology Dictionary, customers have consistently seen it as a symbol for quick and convenient service.
However, Maverik's decision to rebrand these stores raises questions about the effectiveness of such a change. Critics argue that the switch might be unnecessary, potentially impacting customer loyalty and the brand's established identity.
As Maverik moves forward with its rebranding strategy, extending its reach into new territories, the industry and consumers alike are watching to see if this bold move will pay off or could inadvertently harm the brand's market presence.
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