Maverik Finishes 30 Kum & Go Rebrands Across Utah, Colorado Springs

Thirty Kum & Go locations are now branded Maverik.

The Salt Lake City-based convenience-store chain, which acquired Kum & Go in 2023, has rebranded locations across Utah and Colorado Springs and is continuing efforts in the Denver area, the company said April 2.

Maverik, which shared images of rebranded locations, previously said it would rebrand existing Kum & Go stores in shared markets: Colorado, Utah and Wyoming.

Maverik started rebranding in January with four stores in its home state of Utah, which were completed within a month before moving into Colorado Springs in February, said Maverik, which has just revamped Kum & Go’s loyalty program.

• Maverik is No. 21 on CSP's 2023 Top 202 list of the largest c-store chains in the country. Kum & Go is No. 22.

“The exterior look of rebranded stores differs slightly from Maverik’s new store format, but inside, customers will find the same products, deals, clean and welcoming atmosphere, friendly team members and sense of adventure,” the company said.

Each rebrand receives Maverik’s adventure-themed branding, with panoramic photos and maps of the state’s outdoor destinations on the walls and adventure videos playing on TVs and soda fountains.

Maverik is featuring its BonFire food in rebranded stores in addition to staples from Des Moines, Iowa-based Kum & Go’s menu, “presenting a unified food program featuring the best from both banners, which will continually evolve,” Maverik said.

“Feedback from our Utah and Colorado customers has been excellent thus far and Maverik will continue to evaluate rebrands in additional markets,” said Chuck Maggelet, CEO of Maverik, who will retire May 1. “Ongoing market research as well as the results from Maverik’s initial rebranded stores will help guide future branding decisions.”

After the Denver market rebrands, Maverik will move into the Western Slope, with plans to rebrand 86 total stores in Colorado, Maverik said. Wyoming rebrands are planned to begin in the third quarter, with analysis of future potential markets being considered.

Above is a picture of a rebranded location in Draper, Utah. Click through to see other rebrand images …

Cashiers await customers at a rebranded location in Colorado Springs. Maverik started rebranding stores in this area in February.

Each rebrand receives Maverik’s adventure-themed branding, with panoramic photos and maps of the state’s outdoor destinations. This rebranded location is in Herriman, Utah. 

Another view inside a Colorado Springs location.

The exterior of a Colorado Springs location.

The foodservice area at a South Jordan, Utah, Maverik.

Foodservice and dispensed beverages at a Colorado Springs store.