SIOUX FALLS, S.D. — Alimentation Couche-Tard Inc. is rebranding 12 Holiday Stationstores in the Sioux Falls, S.D., market, the first to be converted to the global Circle K brand since it acquired the locations from franchisee I-90 Fuel Services in 2020.
The company expects most of the rebranding to take about six weeks, although it is razing and rebuilding one Holiday location that it expects to reopen this summer as a Circle K.
Circle K decor, employee uniforms, products and programs have already been introduced into area stores since Couche-Tard acquired the Holiday Stationstores brand from the Erickson family in 2017.
Couche-Tard has not set or announced plans for further rebranding efforts beyond Sioux Falls, it said.
In September 2016, the company announced that it would consolidate its Circle K, Statoil, Mac's and Kangaroo Express retail brands under one banner, creating a new, global Circle K convenience brand. It recently has revived the Kangaroo Express brand for franchisees.
“We’re excited to begin a new era in Sioux Falls as Circle K while continuing to build on the proud Holiday heritage in this community,” said Gary Brant, vice president of operations for Couche-Tard. “While the name on the building is changing, our commitment to making our customers’ lives a little easier every day has never been stronger. Our guests will still enjoy the same products and offerings they’ve known and loved. And over time, we’ll be enhancing their experience with innovative new products and services that Circle K is known for and continues to introduce globally.”
Holiday Stationstores have a heritage dating back to 1928, when brothers Arthur and Alfred Erickson founded the company as a general store in Centuria, Wis. By the time Couche-Tard acquired it nearly 90 years later, Holiday had grown to become the 18th largest convenience store chain in the United States and ranked 133rd on Forbes' list of America's largest private companies. Today, the company operates more than 500 locations in Michigan, Wisconsin, Minnesota, North Dakota, South Dakota, Montana, Wyoming, Idaho, Washington and Alaska.
- Couche-Tard is No. 2 on CSP’s 2022 Top 40 Update to the 2021 Top 202 ranking of U.S. c-store chains by store count. Watch for the full 2022 Top 202 ranking in the June issue of CSP magazine and in CSP Daily News.
Laval, Quebec-based Couche-Tard’s 26-country global network includes approximately 9,300 c-stores in North America, with more than 7,100 in the United States under the Circle K and Holiday Stationstores banners in 48 states, and approximately 2,100 in Canada under the Circle K, Mac’s and Couche-Tard banners. It has a worldwide total network of approximately 14,100 stores.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.