TALLAHASSEE, Fla.-- Circle K is rebranding the gasoline that it sells at 16 Tallahassee, Fla., gas stations, trading its longtime 76 brand for the independent Circle K brand, reported the Tallahassee Democrat.
The 76 signs at the stores have been covered and new signs for Circle K should be in place within two weeks, the report said.
The change allows the chain to buy gasoline from any supplier, according to the newspaper, rather than buying only from 76 fuel distributors. Most of the chain's 340 stores in Florida and 2,200 stores [image-nocss] nationwide are already branded as Circle K gasoline.
"Tallahassee, like a lot of other markets, had supply issues related to hurricanes and storms over the past couple of years," Mike Struble, Circle K's marketing director for the Gulf Coast Region, told the paper. "By rebranding, we'll still provide the same quality gas. But if there are any problems with supply, this allows us other options."
Struble said the change in branding would not affect gasoline prices at Circle K, which reportedly are among the lowest in Tallahassee. He said Circle K would accept all the credit cards it currently does, except 76 credit cards. Struble said 76 credit card sales accounted for less than 1% of gasoline sales in Tallahassee.
He said a few Circle K stores in Tallahassee are temporarily shut down as new equipment is installed to meet a Florida law that requires double-walled tanks and fuel lines at all stations by 2009. Those stores should be operating again within weeks, the report said.
All Tallahassee Circle K stores will be redesigned over the next year, added the report.
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