SPRINGFIELD, Mo. – In a move that signals change for convenience stores in the Midwest, Maverik announced that it will phase out the Kum & Go brand by 2025. The decision came after Maverik completed its acquisition of Kum & Go, an Iowa-based chain, in April 2023. While Maverik kept the brand’s 400 stores and its 5,000 associates, the future of Kum & Go remained uncertain.
Since the acquisition, all Kum & Go stores have been rebranded as Maverik in Utah and the Intermountain West region. In other parts of the country, Maverik’s leadership reached a consensus that the Kum & Go brand would be retired, according to sources familiar with the matter. The decision was driven by Maverik’s plans for further acquisitions and market expansion. Focusing on one brand is seen as a way to improve efficiencies and increase brand awareness nationwide.
Kum & Go was founded in 1963 by Bill Krause and his father-in-law Tony Gentle. Over the years, the chain has established a presence in the retail industry. However, with Maverik’s acquisition and the subsequent rebranding, the future of the Kum & Go brand is limited.
Maverik’s decision to retire the Kum & Go brand has implications for the convenience store industry in the Midwest. As the brand transition continues, customers can expect to see changes in store signage and offerings. While the phase-out process is set to conclude in 2025, the exact timeline for individual store conversions has not been announced.
This move by Maverik reflects the competitive nature of the convenience store industry and the need for brands to stay relevant and adapt to changing consumer preferences. As the convenience store landscape continues to evolve, it will be interesting to see how this transition impacts both Maverik and the broader industry.
In conclusion, Maverik has announced its decision to phase out the Kum & Go brand by 2025 following its acquisition of the Iowa-based chain. The rebranding process is already underway in Utah and the Intermountain West region, with the rest of the country expected to follow suit. This move reflects Maverik’s plans for further growth and expansion and highlights the competitive nature of the convenience store industry.