Dive Brief:
- Maverik has completed its Kum & Go convenience store rebrands, Marty Roush, senior director of operations for the Utah-based retailer, confirmed to C-Store Dive.
- The rebrands finished last week, Roush said, adding that only exterior signage at some locations still needs to be updated.
- This marks the end of a chapter in one of the most discussed storylines in convenience retailing as Maverik's brand gets put to the test in markets throughout the Midwest.
Dive Insight:
With the nearly two-year rebranding project complete, Maverik now operates about 755 c-stores across 21 states, according to its website. That firmly cements the company as one of the largest privately owned convenience retailers in the U.S.
A spokesperson from Maverik did not respond by press time when asked to comment on the company finishing its Kum & Go rebrands.
Maverik agreed to acquire Kum & Go’s roughly 400 convenience stores back in April 2023, and the deal officially closed that August. At the time, it was unclear whether Maverik would rebrand the sites to its own banner or keep the Kum & Go name.
Those answers began surfacing when Maverik started rebranding Kum & Go’s stores in Utah, Colorado, Idaho and Wyoming the following January. After months of speculation that it was retiring the banner entirely — and fueled by developments like Maverik nixing Kum & Go’s made-to-order food program and mobile app — Maverik confirmed its intentions in November 2024 to rebrand all Kum & Go sites.
The rebrands moved swiftly from that point on, as Maverik began converting stores in states such as Arkansas, Oklahoma, Michigan, Missouri and Iowa — Kum & Go’s home base and most populous region.
The move surprised former Kum & Go owner and CEO Kyle Krause, who told the Des Moines Register last month that Maverik’s owners told him they planned to keep Kum & Go’s name and branding after the deal. Maverik has also sold dozens of Kum & Go sites this year to retailers such as Casey’s General Stores and Mega Saver.
