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Coen Markets to Rebrand All Stores

Retailer also reintroducing Amoco brand in Pittsburgh market
AMOCO
Photograph: Shutterstock

CANONSBURG, Pa. — Coen Markets Inc. is rebranding all of its convenience stores to the Coen name, the company has announced, including those that are currently branded Ruff Creek Markets and CoGo’s. It has also signed an agreement with BP to reintroduce the Amoco fuel brand to the greater Pittsburgh tri-state market in Pennsylvania, Ohio and West Virginia. Coen Markets will rebrand the forecourt for all of its company-operated sites to Amoco.

The agreement will take immediate effect with the goal of reimaging the Coen Markets convenience stores at or shortly after the end of 2020. Converted sites will begin offering all three grades of Amoco gasoline with Invigorate, as well as Amoco Diesel at select sites. Additionally, Amoco sites will accept all BP credit cards, gift cards and fleet cards, along with contactless transactions using the BPme app.

Coen Markets directly operates nearly 60 locations, including those with its CoenKitchen featuring a full breakfast menu; bean to cup coffee; Our Famous Chicken, made from fresh, hand-breaded chicken; JoJos from-scratch pizza and pepperoni rolls; and an assortment of made-to-order sandwiches.

“Our CoenKitchen stores serve fresh-made, high-quality and craveable food using the best ingredients. Our food offer has been a success with our guests,” said Coen Markets President Andy McIlvaine. “Similarly, we wanted to provide our guests with a high-quality gasoline and fueling experience, which is why we chose to brand our stations with Amoco.”

The Amoco branding, image and station elements have all been updated after an almost 20-year hiatus, giving the iconic torch-and-oval logo a more modern look. The brand had a strong market position in the Pittsburgh tri-state region before BP acquired Amoco in 1998, Coen Markets said.

“The reimaging of all of our stores to Coen and Amoco will enable us to speak with one voice to our guests in the region,” said Charlie McIlvaine, Coen Markets’ CEO. “The Coen-Amoco partnership offers distinctive products for our guests and is in line with our mission to ‘impress and satisfy our guests with each visit and make their lives simpler’.”

Rob Moore, vice president of sales mobility and convenience for the Americas for BP, said, “The Coen-Amoco agreement is an example of how BP is enhancing its go-to-market efforts in North America. It is fitting that we embark on this landmark agreement with Coen, building on one of BP’s longest relationships.”

Canonsburg, Pa.-based Coen Markets was founded in 1923. It acquired CoGo’s in December 2018. Coen Tire, an additional operating division, is a leading tire retailer in the tri-state region.

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