Owned and operated by R.L. Vallee, the Maplefields c-store brand was imagined to be more than a typical convenience "mart" but one boasting a larger footprint than the typical local convenience stores of its time. Maplefields was positioned to offer a wide selection of wine, bakery items, quality food and the Maplefields Coffee experience. All once-branded Vallee convenience stores have been upgraded, rebuilt or converted to the Maplefields mark.
While its target customers are blue-collar male commuters, the chain established a game plan to open new stores in urban areas to attract walk-by traffic and female professionals. Foodservice offers include grinder sandwiches, Subway and Amato's (fast-casual Italian) branded foods. A My Fresh Cafe proprietary format was conceived as an easy, healthy and custom-made option showcasing subs and sandwiches, soups, salads and other light to-go fare. M Cafe provides fresh coffee, espresso, specialty hot and cold drinks as well as locally crafted desserts and treats. Many stores accept Uber gas credit cards at the pump, allowing Uber drivers to enroll in the "Momentum" driver rewards program. Stores sell Mobil or Irving-branded gasoline.
For benchmarking purposes, store counts are year-end 2019.
|Headquarters:||Saint Albans, Vermont|
|No. of Stores:||47|
|Rank Last Year:||146|