Maverik continues eastward expansion as it rebrands more of former rival's locations

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Maverik is rebranding over 100 Kum & Go locations across four states, expanding its brand eastward.
The rebranding effort began shortly after Maverik acquired the Iowa-based company in 2023.

SALT LAKE CITY — Maverik's next adventure is taking on more parts of the Midwest and entering parts of the Southeast, as it continues to rebrand locations of a former counterpart that it acquired two years ago.

The Salt Lake City-based convenience store chain announced Thursday that it has started work to rebrand 53 Kum & Go locations across Arkansas, targeting locations across Northwest Arkansas first. It also plans to turn 54 stores across Missouri and seven stores across Michigan into Maverik locations over the next few months, as it wraps up its rebranding of 40 stores across Oklahoma.

"We are excited to bring Maverik to new customers and bring a consistent experience in new markets for our current customers," said Maverik CEO Crystal Maggelet, in a statement. "The new rebrands reflect our dedication to delivering excellent convenience store experiences across fuel, food service and inside-store offerings in all our locations from the Midwest to the West Coast."

The 154 combined locations across the four states join several Kum & Go locations that were rebranded across Utah, Colorado and Wyoming that began shortly after its primary owner, FJ Management, finalized a deal to acquire the Iowa-based company in August 2023. The deal was struck less than a year after Kum & Go entered the Utah market for the first time.

Maverik officials said at the time that they'd convert all of Kum & Go's Intermountain West locations to keep its footprint under the same brand before deciding on what to do in the Midwest, where most of Kum & Go's locations were. The chain still has close to 100 locations across Iowa, but Missouri, Arkansas and Oklahoma represent the vast majority of its remaining locations outside of its home state.

Officials explained that stores briefly go offline during each rebrand, but employees remain the same once the location reopens as a Maverik. Those on Kum & Go's rewards programs are automatically enrolled into Maverik's program and given $5 in-store value. Some will be given up to 10 free fountain drinks, as well.

It wasn't immediately clear if Maverik plans to convert more Kum & Go locations after it's done with the next four states. The company also broke ground on new stores in Kansas last year.

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