Tour Kum & Go's 'More' Store Format

Chain's latest design offers more opportunities to win customer loyalty

Samantha Oller, Senior Editor/Fuels, CSP

WEST DES MOINES, Iowa -- Unveiled at 20 sites, with plans to build 20 to 25 new locations each year, Kum & Go's latest store format is about 45% larger than the former footprint at 5,000 square feet.

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The added space allows for more floor space, more cooler doors and more foodservice, including an in-house kitchen offering the chain's Go Fresh Market program, serving up freshly made pizza, cold and hot sandwiches, subs, wraps and baked goods.

The new format also features a larger and separated coffee and fountain area. The retailer also added open-air coolers for milk to make grab-and-go easy.

Kum & Go's efforts at designing a store began by polled store associates, general managers and category managers about what features they would like to see in the new design. Based on that feedback, the company built three mockups, complete with cooler doors, equipment and plywood counters. Next, store associates, supervisors and executives from the store support center toured the mockups. Based on their feedback, Kum & Go's real-estate team created the final design.

Based in West Des Moines, Iowa, Kum & Go LC has more than 400 convenience stores in 11 states (Iowa, Arkansas, Colorado, Minnesota, Missouri, Montana, Nebraska, North Dakota, Oklahoma, South Dakota and Wyoming). In addition to a wide selection of products, Kum & Go provides customers a proprietary mix of products under the Hiland brand name. Other proprietary product offerings include Java Ridge Premium Coffee, Napa Creek and Sea Ridge wines, Go Fresh Market sandwiches and Nuclear energy drinks.