Maverik

Maverik Inc. changed its retail identity, along with its corporate culture, from a staid, “Old West” country store to one focused on a core demographic: outdoors-loving, extreme-sports-minded males, ages 18 to 44. Then in the down economy, Maverik took advantage of real estate bargains to expand its footprint, adding more than 50 sites.

Maverik convenience stores are known for an “Adventure’s First Stop” image, with store decor of adventure- and action-themed murals; mannequins dressed as snowboarders and rock climbers; high-definition point-of-purchase video screens; and fuel pumps outfitted in adventure-themed decals.

The chain has created a variety of proprietary items that are sold at stores including water, sports drinks, energy shots, hot foodservice items, jerky, coffee, frozen dispensed drinks and frozen yogurt.

Customers can also sign on to Maverik’s Adventure Club Card loyalty program, which has been in place for more than 10 years. It offers cents-off gallons of gas, as well as “Trail Points” for purchases at the pump and inside Maverik stores.