Dive Brief:
- ExtraMile Convenience Stores is refreshing its brand identity at all of its 1,000-plus locations, the company announced on Thursday.
- Store updates include a new logo and signage, as well as a new dark gray color for its stores’ entryways. To date, about 120 ExtraMile locations have received these upgrades, Brian Sardelich, the convenience retailer’s president, said in an interview with C-Store Dive.
- In its announcement, ExtraMile said it’s aiming to have the first 250 site conversions complete by the end of this year at stores across Oregon, Washington, California, Arizona, Utah and Georgia.
Dive Insight:
ExtraMile’s latest rebrand is a continuation of a project that the company started several years ago. In 2019, the convenience retailer began remodeling the interior of its convenience stores, which included touch-ups like new tile work and paint jobs, Sardelich said. This process took the company about three and a half years to complete, he noted.
While the interiors were being remodeled, ExtraMile was developing its plan to redo the exteriors, according to Sardelich. He said the company took about two years to plan these rebrands before beginning work, which officially began in 2023.
About 50 ExtraMile locations have received the exterior rebrands so far in 2024, while 70 c-stores received these same upgrades last year, Sardelich said. He also noted that all future ExtraMile convenience stores will have both the interior and exterior upgrades.
The company’s mascot, ExtraMan, will also have a new costume, according to Thursday’s announcement.
“We took care of the interior, [and] we knew we needed to take care of the exterior,” Sardelich said. “We’ve now modernized the whole entire building and product itself to really match today’s consumer expectation.”
Pleasanton, California-based ExtraMile Convenience Stores, a joint venture between Chevron U.S.A. and Jacksons Food Stores, operates about 1,100 locations, mainly in the Western U.S.
