Alimentation Couche-Tard, parent of Circle K convenience stores, has named Kurt Fraschetti vice president of U.S. merchandising, Fraschetti announced via LinkedIn this week.
“[There are] countless people that I have to thank for my journey to reaching this role,” Fraschetti said in his announcement. “You all know who you are, and I hope you know how much I appreciate you!”
Fraschetti joined Couche-Tard in late 2015 as a category manager and has worked his way up the company’s marketing and merchandising department over the past decade, according to his LinkedIn bio. He has been head of North America merchandising since late 2022 and was director of U.S. merchandising for a year before that.
As head of North America merchandising, he led Couche-Tard’s growth efforts across all strategic in-store product categories, with a focus on packaged and dispensed beverages, according to his profile from this year’s BevNet Live event, where Fraschetti was a speaker.
Fraschetti’s promotion continues a spree of executive shifts Couche-Tard has made over the past year, beginning when it appointed former chief operating officer Alex Miller as CEO last June. Leadership changes atop the company have included a new chief digital officer, SVP of operations, head of global food and marketing and EVP of North America operations.
On a category and store level, Couche-Tard over the past year has appointed a new head of mergers and acquisitions, global directors of procurement and private label, head of asset management, and head of North America foodservice and QSRs.
