Maverik wraps up Utah rebrand of Kum & Go stores — leaving a hint of the old design
SALT LAKE CITY (ABC4) — Thirty Kum & Go stores across the Salt Lake area and Colorado Springs have officially been rebranded after Maverik acquired the company in the fall of 2023.
Kum & Go broke into the Salt Lake market at the end of 2022, however, it didn’t take long before the convenience stores joined the more than 150 other Maverik stores across the state of Utah. Maverik acquired Kum & Go and Solar Transport from Krause Group in a merger deal that closed in August 2023.
ORIGINAL STORY: Utah Kum & Go locations will become Maverik stores after company merger
The rebranding of the four Kum & Go stores in Utah — located in Draper, Herriman, Murray and South Jordan — began in January and was completed the following month before the company moved on to Colorado.
While the stores are clearly branded as Maverik gas stations, the storefronts look recognizably different.
The redesign included changing the branding, products and wall design, but a few elements remain. Most obvious, is the Kum & Go’s oval sign which now has the Maverik name on it. The structure of the building also stayed the same, with the architectural design differing from other Maverik stores.
The rebranded Maverik in South Jordan. The building used to be a Kum & Go store before Maverik acquired the company in 2023. (Courtesy of Maverik) The rebranded Maverik in Murray. The building used to be a Kum & Go store before Maverik acquired the company in 2023. (Courtesy of Maverik) The rebranded Maverik in Draper. The building used to be a Kum & Go store before Maverik acquired the company in 2023. (Courtesy of Maverik)
“The exterior look of rebranded stores differs slightly from Maverik’s new store format, but inside, customers will find the same products, deals, clean and welcoming atmosphere, friendly Team Members, and sense of adventure,” the press release read.
The 30 stores rebranded across the two states are just the beginning, as Maverik is moving to convert all Kum & Go stores in the areas where the two brands overlap — including Utah, Idaho, Colorado and Wyoming.
This will include anywhere between 120 and 140 stores in the West. The company is taking a “test and learn” approach to other locations, using current data to decide whether stores in other states should be rebranded.
“Feedback from our Utah and Colorado customers has been excellent thus far and Maverik will continue to evaluate rebrands in additional markets,” said Chuck Maggelet, CEO and Chief Adventure Guide of Maverik. “Ongoing market research as well as the results from Maverik’s initial rebranded stores will help guide future branding decisions.”
Kum & Go customers will still be able to use &Rewards accounts and cards in other states but the rewards won’t roll over once the store is rebranded.
To learn more about the rebrand efforts, see Maverik’s website.
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