No deal generated as much industry buzz as Maverik Inc.’s acquisition of Kum & Go LC.
The purchase doubled Maverik’s portfolio and extended the western company’s footprint eastward across the plains.
But the biggest question mark has been branding, as the deal brought together two strong, iconic brands with very loyal followings.
In August, Maverik and its parent company, FJ Management, completed the acquisition of family-owned Kum & Go from Krause Group. Maverik has about 400 locations in 12 Intermountain West states. Des Moines, Iowa-based Kum & Go has more than 400 c-stores in 13 greater Midwestern states. The purchase makes Salt Lake City-based Maverik the 12th largest c-store chain in the nation.
Maverik brands itselfas a destination for people engaged in outdoor activities. Its tagline is “Adventure’s First Stop.” Kum & Go uses its quirky moniker, a double entendre, to describe serving customers quickly and efficiently, but also as an edgy, fun vibe. Maverik has said it will rebrand Kum & Go stores in Utah, Colorado, Idaho and Wyoming. It has converted at least 30 locations across Utah and Colorado Springs and is continuing efforts in the Denver area.