Dive Brief:
- Maverik will rebrand all Kum & Go convenience stores in Oklahoma by the end of the month, according to a letter sent to loyalty members in the state that was shared on social media.
- This latest store rebranding effort will cover 14 Kum & Go stores scattered across nine cities in the Sooner State, according to the letter. Maverik began rebranding these locations on Oct. 4 and is expected to finish the last one on Oct. 30.
- While Maverik has publicly outlined rebrand plans for Kum & Go’s locations in Utah, Colorado and Wyoming, it never widely shared plans to do so outside of those three states, despite ongoing speculation that it intends to retire Kum & Go’s banner entirely.
Dive Insight:
Salt Lake City-based Maverik has made steady progress in rebranding Kum & Go’s stores in previously announced states. It completed the Utah rebrands in January, converted the Colorado stores in August and finalized the Wyoming sites on Oct. 1.
Unlike those states, Oklahoma wasn’t part of Maverik’s initial rebrand plans. Earlier this year, a Maverik spokesperson said the retailer had yet to confirm any such plans outside of the previously announced regions.
This move marks Maverik's arrival in the Sooner State, where its main competition is QuikTrip, Casey’s General Stores and 7-Eleven.
A spokesperson from Maverik did not respond by press time when asked to comment on its rebranding efforts in Oklahoma or if the company intends to rebrand all Kum & Go locations in the U.S.
Like many of the previous rebrands, the Oklahoma stores will temporarily close while Maverik updates the buildings. In order to reduce this downtime, Maverik will rebrand the interior of the c-stores first and then reopen them before remodeling the exterior and outdoor signage, according to the letter.
The 14 Oklahoma Kum & Go c-stores being rebranded to Maverik are located in Tulsa, Locust Grove, Claremore, Broken Arrow, Sapulpa, Pryor, Coweta, Jenks and Owasso, according to the letter.
Maverik has said 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.
