Maverik plans to begin rebranding 54 Missouri Kum & Go locations in March and seven Michigan stores later this spring, the Salt Lake City-based convenience-store chain announced last week.
The retailer expects to finish the rebrands by the summer, with specific timelines “for each state announced as plans for the market solidify. Existing Kum & Go &Rewards members will be notified of rebrand timelines for their local stores and related rewards program changes,” Maverik said.
“We are excited to bring Maverik to new customers and bring a consistent experience in new markets for our current customers,” Crystal Maggelet, Maverik’s CEO, said, “The new rebrands reflect our dedication to delivering excellent convenience-store experiences across fuel, foodservice and inside-store offerings in all our locations from the Midwest to the West Coast.”
Maverik is No. 12 on CSP’s 2024 Top 202 ranking of U.S. convenience-store chains by store count.
The plans for Michigan and Missouri—and Arkansas—build on Maverik’s rebranding of 133 Kum & Go stores in 2024 across Utah, Colorado, Wyoming and Oklahoma.
Maverik just concluded rebranding all Wyoming Kum & Go locations, which began last August and involved nine stores across the state, the company said. Rebranding of 40 Oklahoma Kum & Go stores, which began in October, continues and is on track for completion in March.
Arkansas rebrands kicked off mid-January with 26 stores in northwest Arkansas, Maverik said. A total of 53 stores are scheduled for rebranding across the state, and the process is expected to finish in the fall.
Maverik acquired Kum & Go in 2023 and began the process of rebranding Kum & Go stores last year with the intent to unify the entire combined footprint under the Maverik brand.
“The brand is taking a thoughtful, market-by-market approach to ensure the best customer experience before confirming its plans to rebrand each state,” the company said. “The rebranding process involves brief store closures. To reduce downtime, stores will rebrand to Maverik on the inside and reopen before replacing outside signage, which will follow shortly after.”
When stores reopen as Maverik locations after internal rebranding, customers will recognize the same employees and a similar rewards program, the company said.
“Rebranded stores will introduce customers to Maverik’s Adventure Club and upgraded Nitro rewards programs,” Maverik said. “Existing &Rewards members will be automatically enrolled in the Adventure Club prior to the start of their local rebrands and receive 500 Trail Points ($5.00 in-store value) to kick off their new adventures. Beginning in Oklahoma, these members will also be treated to 10 free fountain drinks to welcome them to the Adventure Club.”
While &Rewards accounts will remain active, customers should plan to use up &Rewards points and rewards at their local store before the store closes for rebranding or use them at Kum & Go locations in other areas, Maverik said. Only previous Punch-It! Progress will carry over to new Adventure Club accounts.
Maverik has more than 500 Maverik-branded locations in Arizona, California, Colorado, Idaho, Kansas, Montana, New Mexico, Nebraska, Nevada, Oregon, South Dakota, Utah, Washington and Wyoming. It has approximately 400 Kum & Go-branded locations in 12 states: Arkansas, Colorado, Iowa, Michigan, Minnesota, Missouri, Montana, Nebraska, North Dakota, Oklahoma, South Dakota and Wyoming.
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