Kwik Trip hopes you’ll be seeing “Red”—the convenience-store chain’s new mascot, that is.
Red, a white chicken sporting a red Kwik Trip T-shirt, began a six-week tour on March 24 of about 60 stores in Wisconsin, Iowa, Minnesota, South Dakota and North Dakota, according to the La Crosse, Wisconsin-based company’s website.
In the Red Zone Midwest Tour, Red will visit communities in these states, Ben Leibl, Kwik Trip spokesperson, told CSP, adding that Red stands more than 6 feet tall. Red’s tour schedule and more information can be found here. Customers who meet Red during the Red Zone Midwest tour will have a chance to win a mini Red chicken plushie and other prizes and coupons. There also will be opportunities to get a photo with Red.
Red’s first appearance was last week at an event featuring Children’s Miracle Network Heroes, Leibl said. The debut marked the c-store chain’s partnership with Gundersen Emplify, a group that doles out more than $70,000 each year to families via its scrip program. In the program, families can buy gift discounted cards—with the savings aiding in offsetting medical and other expenses.
- Kwik Trip is No. 11on CSP’s 2026 Top 40 update to the 2025 Top 202 ranking of U.S. c-store chains by store count. Watch for the full 2026 Top 202 ranking in June.
“We wanted a mascot that’s not only fun and approachable but also embodies the warmth and friendliness Kwik Trip is known for,” Leibl said. “Red is here to spread smiles, show some love to our coworkers and guests, and to remind everyone that sometimes, you just have to wing it and enjoy the moment!”
Red is a “proud and plucky” chicken who will bring a fresh “egg-citement” to every visit he makes, Leibl said. “Red’s spirit is clucking with enthusiasm, and Red immediately promises to hatch new smiles everywhere,” he said.
This is not the first Kwik Trip mascot. That was “The Urge,” introduced in 1987, Leibl said. That’s the same year Kwik Trip launched its Urge! branded snack brand. The Urge mascot retired in the late ’90s.
When asked why Kwik Trip is launching a new mascot, Leibl said, “Why not now! It’s a great time to bring joy to our coworkers, guests and the communities we serve.”
After the initial six weeks of appearances, “We look forward to many more opportunities to collaborate, support our communities and even hatch new ideas that benefit families and kids,” Leibl said. “If you’re interested in Red making an appearance at your event, fill out this request form: https://kwiktrip.com/redrequest.”
Asked if the mascot is one person—and how did they get the job, Leibl was playful in his answer:
“Whether it was actually the chicken or the egg, which came first is still a mystery,” he said. “Here’s what we do know: Team Red is made up of Kwik Trip coworkers and partners who work together to put on egg-cellent and egg-citing events.”
Kwik Trip operates in Wisconsin, Minnesota and northern Michigan under the Kwik Trip name, and in Iowa, Illinois, North Dakota and South Dakota under the Kwik Star banner. The family-owned company is one of the biggest independently held c-store chains in the country.
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