Convenience-store retailer Maverik—which acquired the Kum & Go c-store chain in August 2023—is pulling the plug on Kum & Go’s fresh, made-to-order foodservice and mobile ordering programs in select stores, according to Maverik spokesperson Michelle Monson.
Pizza, burritos and other grab-and-go items will still be available in Kum & Go locations.
“Adjusting made-to-order in select stores across the Maverik and Kum & Go footprint is focused on optimizing our menu offerings to ensure a consistently delicious food experience highlighting our fans’ favorite, fresh-made and filling dishes,” Monson told CSP Daily News. “We’re focused on providing the best food offering to our customers in each store and will continue to evaluate made-to-order in all stores moving forward.”
Maverik is already moving forward with a total rebranding for Kum & Go stores, and the brand will disappear by 2025, CSP Daily News first reported in early January. It rebranded a former Kum & Go location in Draper, Utah, to the Maverik brand this month.
The rebranding news comes months after Maverik, based in Salt Lake City, closed on The Krause Group’s approximately 400-store greater Midwestern chain, based in Des Moines, for an estimated $2 billion. Originally, Maverik—which also has approximately 400 stores in the Intermountain West region—said it would only rebrand Kum & Go stores in Colorado, Idaho, Utah and Wyoming. Chuck Maggelet, Maverik’s CEO, told the National Association of Convenience Stores (NACS) last fall that they were still deciding on whether to rebrand other Kum & Go locations and make other changes.
But the Utah retailer famous for its Adventure’s First Stop theme and sporty exterior design has, according to multiple sources, decided to retire the Kum & Go brand after deep consideration and a comprehensive assessment of the two chains found the Maverik brand resonated more effectively in its markets than Kum & Go did in the heart of its Midwestern terrain. There was also some concern about the inadvertent double entendre of the Kum & Go name, a former Maverik member shared withCSP.
- 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.
Kum & Go relaunched its fresh food program at stores in the Omaha, Neb., and Little Rock, Ark., metropolitan areas in mid-2022 along with web ordering, adding mobile ordering.
“We look forward to updating you on fresh food products and features as we continue to launch new and exciting programs,” Monson told CSP.
New offerings including freshly made breakfast burritos with four premium meat options and made-to-order breakfast bowls featuring a choice of breakfast potato or wilted spinach base joined stackers and grain bowls, higher-quality meats and vegetables layered on fresh baked bread, blended smoothies, cold brew frappes and more, added in 2021.
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