Dive Brief:
- Murphy USA will begin rolling out a refreshed store design in the second half of 2026, President and CEO Mindy West said during a presentation at the Raymond James Institutional Investor conference on Monday.
- The changes will include a new color scheme, better forecourt lighting and clearer signage, as well as updates to the surfaces used inside and outside the store.
- The updates will only add a few thousand dollars to the cost of each store, West noted in the presentation.
Dive Insight:
Murphy’s refreshed sites will employ a more blue-heavy color scheme on both the store and the canopy compared to the old branding, which predominantly used red and gray. The exterior will also use a “more modern” gray brick. Inside the stores, Murphy will replace the wallpaper with white walls, creating a “clean white, bright space.” These sites will also install better lighting and signage both inside and outside.
“It’s just going to make our brand even more appealing than it already is,” said West in the presentation.
Representatives from Murphy did not respond by press time to clarify if the refresh will only apply to Murphy’s new 2,800 square-foot store model and raze-and-rebuilds, or if some older sites will also receive the updates.
Murphy opened 50 new locations in 2025 and did a full raze-and-rebuild on 23 more during the year, according to the company’s fourth-quarter earnings release. The company also expects to open about 50 NTIs and 30 raze-and-rebuilds per year through 2030, according to the presentation, providing ample space to employ the new design.
These stores already outperform the older locations, with slightly higher operating expenses more than outweighed by higher fuel and merchandise sales. West says the brand update represents the company “investing in the customer experience too.”
