When you grow up, at least in most markets, you have a dominant convenience store brand, maybe two that seems like the default.
In my childhood growing up north of Boston, it was a now-defunct chain Richdale’s, and the now-thriving Cumberland Farms. I did not know that brands like WaWa, Racetrac, and Sheetz were massive players in other parts of the country.
When I got a little older and started traveling, it was a major treat to visit a Circle K, a Kum & Go, or some other brand I had never seen before. Yes, 7-Eleven was somewhat national, but back in the 1970s and 80s, those were rare as well.
People get attached to the convenience stores of their youth. They’re comfortable with the food, the coffee, and whatever else makes any specific brand special.
That makes it a sad, and meaningful occasion when a convenience store brand goes away. Kum & Go, a brand that dominated parts of the midwest and south, has been disappearing and the brand’s final locations will close soon.
Kum & Go has a proud history
Kum & Go’s website is still up and touts its mission statement.
Welcome to Kum & Go, the place where each visit propels you into a day filled with potential.
The rest of the About Us is meant to show off a chain that’s trying to be a positive part of the community.
“With over 300 stores dotting the Midwest and South, you can rely on us to be there, ready to elevate your journey, anytime you need…We’re dedicated to fostering a positive atmosphere, a place where every person who walks through our doors leaves ready to go out and make new memories. At Kum & Go, you’re not just a customer; you’re the reason we’re here, an integral part of a community that’s all about making each moment brighter,” the company shared on its website.
When Maverik first bought Kum & Go in 2023, it seemed like the brand would survive and the best of both brands would be integrated.
“We are excited to welcome Kum & Go and Solar Transport Team Members to Maverik,” said Maverik CEO Chuck Maggelet in a press release at the time of the sale. “Together, we’ll offer our customers an adventurous and differentiated convenience store experience across fuel, foodservice, and inside-store offerings. We look forward to using our combined resources to grow our business and further elevate our product offerings to provide the best service to our customers.”
That decision did not hold for very long and Maverik ultimately decided to rebrand all Kum & Go stores (aside from a handful it sold to Mega Saver, which will put its own branding on the acquired stores).
In a statement to the Des Moines Register, Maverik said it is “in the process of rebranding Kum & Go stores, with the intent to unify our entire combined footprint under the Maverik brand.” It did not provide a timeline, saying that “we are taking a thoughtful, market-by-market approach to ensure the best customer experience before confirming each state’s rebrand.”
Related: Travelers hit by transportation company Chapter 11 bankruptcy
That timeline has nearly completed and the Kum & Go now only remains on a handful of stores, many in Sioux Falls, Iowa. Maverik has been selling the change as a positive.
“We’re remodeling your store to bring you the full Maverik experience. From exclusive deals to fuel savings, now’s the perfect time to explore what Maverik has to offer. Thanks for your patience as we work to upgrade your store,” it shared on its website.
Chet Strange/Bloomberg via Getty Images
Maverik’s Kum & Go timeline
- April 2023: Maverik announces agreement to acquire Kum & Go.
- August 29, 2023: The acquisition is completed; Kum & Go and Solar Transport officially become part of Maverik / FJ Management.
- January 2024: First rebrands begin in overlapping markets—Utah, Colorado, Idaho, Wyoming.
- April 2024: Maverik announces it has rebranded 30 Kum & Go stores across Utah and Colorado Springs.
- November 2024: Maverik confirms intent to rebrand all Kum & Go locations, stating a unified brand strategy.
- Mid-2025: Rebrand rollout continues into core Kum & Go markets; Iowa and Nebraska transitions begin.
- Late 2025: Many specific Kum & Go stores (e.g. in Iowa) have scheduled close / reopen dates under Maverik branding.
- Late-2025: Kum & Go brand will disappear.
Source: maverik.com
Kum & Go did not fit Maverik’s plans
A number of former Maverik and Kum & Go employees spoke with CSP Daily News about the change. All spoke anonymously.
“I think there was some concern about the inadvertent double entendre of the Kum & Go name,” a former Maverik execurive shared. “I also believe that [Maverik CEO] Chuck Maggelet envisions growing Maverik into a multi-regional brand, and he’s not deterred by Casey’s, Kwik Trip or other well-respected brands in the Midwest.”
Maggelet’s ambition was cited by numerous sources.
“Their [Maverik’s] big-picture plans are for further acquisitions and market expansion,” a source told CSP Daily News. “It’s probably easier to focus on one brand for efficiencies and brand/consumer awareness across the country.”
The loss of Kum & Go will be deeply, according to Future Commerce’s Jessie Tyler.
“I live in Springfield, MO, the home of thirty-three Kum & Go convenience stores. Here, the brand is ubiquitous. Kum & Go tees, beanies, and oversized plastic cups with handles are common sights. From 2019 to 2023, their brand recognition exploded on a national scale as a result of a bold new brand strategy, primarily seen on social media,” he wrote.
Tyler’s biggest lament is that Kum & Go had used its social media to promote LGBTQ+ rights and other causes. That has disappeared.
“Before my eyes, a beautiful brand was being washed away. The Instagram and TikTok accounts underwent a hard reset, erasing all past content. On Twitter, past tweets were also being deleted. Some were silly, but others, like ‘“’protect trans kids. Period.’ were wiped, he shared.
Related: Convenience store chain closes 500 locations, updating 1000s more
#era #legendary #convenience #store #brand #closes #final #stores