Dive Brief:
- Maverik is expected to finish rebranding all of Kum & Go’s convenience stores in Colorado by the end of this month, according to the Salt Lake City-based retailer’s website.
- Maverik’s schedule notes that Kum & Go locations in New Castle, Eagle, Silverthorne and Idaho Springs, Colorado, will close this week and reopen on Aug. 20 as Maverik stores. These are the last locations to be revamped in the state, and the webpage notes that “all Kum & Go locations in Colorado will reopen as Maverik locations by August 2024.”
- This marks a significant step in the integration of the two convenience retailers, which has been unfolding since Maverik acquired Kum & Go last fall.
Dive Insight:
When the deal closed last August, Maverik’s former CEO Chuck Maggelet — who stepped down on May 1 — said all Kum & Go c-stores in Utah, Colorado, Idaho and Wyoming would be rebranded.
Those rebrands officially began in January 2024 with a location in Draper, Utah. By April, Maverik had updated 30 Kum & Go locations across both Utah and Colorado. Beyond updated signage, rebranded sites were expected to incorporate a “unified food program” that introduces Maverik’s Bonfire foodservice, but also includes “staples from K&G’s menu,” the company said at the time.
Maverik currently has 110 convenience stores in Colorado, according to the company’s location finder. Its most populated area is Colorado Springs, with 27 stores, while Aurora has seven locations and Denver and Thornton each have five.
Besides Colorado and Utah, Maverik appears to be in the thick of its Kum & Go rebrands in Wyoming. Its website notes that it has at least nine locations ready to be reopened as Maverik stores by Oct. 1, with the first ones — in Cheyenne — scheduled for as early as Sept. 3. Kum & Go’s website notes that it has eight locations in Wyoming, while Maverik’s location data says it has 30 under its own banner.
Maverik’s website also notes that once each rebrand occurs, customers will no longer be able to use Kum & Go’s rewards points at that location, nor will those points transfer to Maverik’s Adventure Club loyalty program.
