Maverik Rebrands 30 Kum & Go Locations

Convenience store chain Maverik has completed the rebrand of 30 locations in Utah and Colorado that were formerly under the Kum & Go brand. 

The company started its rebranding schedule in January with four stores in its home state of Utah, which were completed within a month before moving into Colorado Springs starting in February. Maverik also opened two Idaho stores in Meridian in Caldwell under the Maverik brand that were originally planned to open as K&G and featured the K&G prototype. 

The March 27 grand opening of Maverik Store #5369 El Paso marked Maverik’s 26th and final rebrand in Colorado Springs. The retailer is preparing to open its first rebranded stores in the Denver area, with opening celebrations planned in Aurora, Castlerock, and Lakewood.

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, company officials said.

“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.”

After the Denver market rebrands, Maverik will move into the Western Slope, with plans to rebrand 86 total stores in Colorado. Wyoming rebrands are planned to begin in the third quarter with analysis of future potential next markets being considered, company officials said.

It was nearly a year ago that Maverik and its parent company, FJ Management, acquired Kum & Go and its more than 400 locations across 13 states. The deal allowed the Maverik to expand across 12 western states that include Arizona, California, Colorado, Idaho, New Mexico, Nebraska, Nevada, Oregon, South Dakota, Utah, Washington and Wyoming.