Beth Turenne (right), EG America’s vice president of brand management, said her immediate focus in the role she began in September is establishing a North Star for the brand.
Her goal for the brand is to build from the strength of Cumberland Farms as a brand people already trust and rely on and gives all of the c-store chain’s brands a shared direction, Turenne told CSP.
“We’ve been building a cohesive brand identity system so that whether you walk into a store in New England or the South, the experience feels intentional and aligned and true to who we are,” she said.
To prioritize the customer experience, Turenne works closely with the operations and marketing teams to modernize stores, she said, aiming to make every decision customer led.
“If we stay anchored in what our guests value—convenience, clarity, great food and a welcoming environment—the rest naturally follows,” she said.
Differentiate the brand so it stands out
The biggest challenge and opportunity in c-store brand management is competitive differentiation, Turenne said.
“We operate in a space where many of us sell the same core, commoditized products, and it’s easy to fall into a ‘sea of sameness,’ especially when brands feel pressured to chase whatever is trending,” she said.
It’s not about keeping up with trends, though, Turenne said. It’s more about staying anchored in the brand’s identity and customer preferences.
“Instead of stretching your strategy to fit fleeting moments, the goal is to create work that reflects your customers’ lives and elevates what they already love about you,” she said.
Differentiation is especially important in the food and beverage categories, Turenne said.
“Our longstanding value offering of 99-cent coffee and our growing partnership with Krispy Krunchy Chicken are great examples of how we’re elevating quality and giving guests compelling reasons to choose us,” she said.
Forward-thinking retailers are moving beyond traditional grab-and-go items and delivering quick-serve–restaurant–level meals, which is raising consumer expectations for quality, freshness and variety, she said. At the same time, there’s rapid adoption of digital-first, smart-checkout technology designed to increase speed of service and reduce friction.
What’s emerging is a hybrid model, often referred to as foodvenience, that’s a blend of elevated food offerings and tech-enabled convenience, she said.
Pair technology with community connection
In a category defined by price and proximity, Cumberland Farms is part of peoples’ daily routine for loyal customers, she said.
“Our focus on solving real consumer needs has created a level of trust and emotional connection that can’t be manufactured, and that gives the brand real staying power,” Turenne said.
Modernization is another strategy for Turenne and EG America. The chain is investing in things like digital fuel dispensers and equipment upgrades, and building new-to-industry locations that reflect the future of convenience retail, she said.
SmartRewards, EG’s loyalty program, has 4 million members and is focused on removing friction while providing value on gas and in-store purchases.
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