Maverik is known for its “Adventure's First Stop” brand image. This includes 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, which attract outdoors-loving males age 18 to 44 who have a need for quick energy, rehydration and/or alcohol refreshments. Maverik targets a youthful, extreme-sports-minded population of Gen Z, millennials and Gen X. The company has put a major emphasis on foodservice, rolling out made-to-order food concepts and increasing its grab-and-go and barista-manned coffee offerings. FJ Management owns Maverik.
Maverik, which has sites in 11 states, expanded its store count in 2018 with its acquisition of four Best Stop convenience stores in Utah and Idaho.
Meanwhile, it became the latest c-store retailer to join the Partnership for a Healthier America (PHA), a nonprofit that helps increase access to healthier food options. As part of its involvement with PHA, Maverik is working healthier packaged and made-to-order options into its offer and growing its selection of healthier dispensed and packaged beverages.
Also being taken to another level: Maverik’s famous Adventure Club loyalty program, which is now managed by Paytronix. The chain will focus on custom promotions and one-to-one marketing in the months ahead.
Source: Convenience Digital Resource Library, Technomic. For benchmarking purposes, store counts are year-end 2018.
|Headquarters:||Salt Lake City, Utah|
|No. of Stores:||321|
|Rank Last Year:||27|