Salt Lake City convenience store chain Maverik has begun the rebranding of the Kum & Go stores in Utah and Colorado that it purchased from the Des Moines, Iowa-based company in August, the company announced.
In addition to 30 rebranded stores, Maverik said it also opened two stores Kum & Go had been building in Idaho under the Maverik brand.
The rebranding is in keeping with Maverik CEO Chuck Maggelet’s statement after the purchase that the company would rebrand Kum & Go stores in states where both chains operated. That also will include stores in Wyoming, the announcement said.
Rebranding began in January, according to the release. Each store now features Maverik’s trademark panoramic photos of western mountain scenes, maps of outdoor destinations in the store’s state and videos related to the chain’s adventure theme. As many as 86 stores in western states ultimately may undergo rebranding, the release said.
Maverik’s Kum & Go division remains headquartered in Des Moines, and for now, other existing Kum & Go stores are keeping their branding though in January, veteran marketing industry analyst Mitch Morrison, citing no named sources, wrote on convenience store trade news website CSP that Maverik would rebrand all Kum & Go stores “by 2025,” according to a report in the Des Moines Register.