Chek Out QC's New Branding

Details on initiative, which includes remodeling, new logo, enhanced foodservice, more

WHITEHOUSE STATION, N.J. -- Quick Chek is launching a new brand positioning complete with logo, private-label product packaging and enhanced website beginning Monday, April 21, 2008, as reported in a CSP Daily News Flash yesterday. With its new logo in the shape of a bright, lime green-colored letter "Q" with tail shaped like a dark green leaf, Quick Chek's new logo represents its commitment to deliver a quality assortment of fresh food products coupled with an elevated foodservice experience.

Quick Chek's new brand introduction will continue with the unveiling of a new prototype store [image-nocss] in Ulster, N.Y., slated for mid-May, followed by all Quick Chek locations undergoing physical renovations incorporating the company's new brand positioning over the next five years.

"From the moment our customers walk in the door, they know we're different," said Dean Durling, president and CEO of Quick Chek, a chain of more than 100 convenience food store locations throughout New Jersey and southern New York.

"We have always prided ourselves on delivering superior customer service coupled with a quality foodservice experience," he added. "Not only are these two elements responsible for Quick Chek's success, but they are the core values in which we will continue to build, and enhance, to innovatively and effectively meet the changing needs of our customers.Our new brand launch is designed to communicate this steadfast commitment."

Quick Chek's new brand unveiling will begin Monday, April 21 with advertisements, point-of-purchase (POP) materials and private-label product packaging in store featuring Quick Chek's new logo and tagline, "Get Fresh. Go Fast."

The company's redesigned online presence, at, includes new elements such as nutritional product information, product coupons, a gasoline price checker and the "Create Your Own Coffee Concoction" interactive feature. It also went live yesterday.

Quick Chek's new brand introduction continues with the unveiling of a new prototype store in Ulster, N.Y., slated for mid-May, followed by the whole family of more than 100 Quick Chek store locations undergoing physical renovations reflecting the new branding over the next five years.

And, known simply as "Q," Quick Chek customers will soon meet the company's new mascot at many store happenings and special events throughout the year.

Quick Chek's new brand positioning, logo and private-label product program were developed with Lippincott, a leading brand strategy and design consultancy located in New York City. The company's private-label product packaging treatment, redesigned webite, mascot, advertising campaign and POP materials were developed with Oxford Communications, a marketing communications firm located in Lambertville, N.J.

Quick Chek's retail locations include 12 pharmacy stores and 14 locations with fuel.

Meanwhile, Quick Chek celebrated the opening of its newly renovated Linden, N.J., store with a ribbon-cutting ceremony including a Quick Chek Coffee Toast held on Monday, April 7, 2008.

To mark its renovation, Quick Chek is donating 25 cents for every sub, sandwich and wrap sold from April 4, 2008 to May 2, 2008 to the Linden Fire Department.

Click on the Download Now button below to see a picture of the toast.