Dive Brief:
- Kayrouz Petroleum, which operates about a dozen c-stores across New England, is launching a new banner, KP Market, a company spokesperson told C-Store Dive. These stores will come in three types: KP Market, KP Market and Liquors, and KP Travel Center and Truck Stop.
- All of the company-run stores in its network, as well as all new builds or acquisitions owned by the firm, will take on the new branding. Dealer or agent sites under the company’s two legacy banners, Racing Mart and Cape Cod Farms, will retain the old branding. Rebranding has already begun and will continue through next year.
- The shift will allow Kayrouz to create a consistent experience across all company-owned stores while giving dealers more freedom on their own layouts and offerings.
Dive Insight:
As competition for customers’ dollars heats up, Kayrouz’s focus on a strong brand identity with the launch of the KP Market brand will help customers and vendors “know the difference and eliminate any confusion” between company-owned and dealer-operated sites, the spokesperson said.
KP Market’s branding uses a lowercase “kp” and a green and white color scheme.
The company will launch a website for the new banner within the next couple months and hopes to have the new app and loyalty program up and running by early next year, the spokesperson said.
Kayrouz has 11 sites that will get the new branding, along with one site under construction in Sterling, Massachusetts.
Racing Mart and Cape Cod will also remain available for future dealer or agent sites that get added to Kayrouz’s portfolio.
Kayrouz’s latest initiative comes about seven months after the company named its first chief retail officer amid broader efforts to open more company-operated convenience stores and potentially take over some of its dealer locations.
