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MACS Nears Completion of Circle K Rebranding

RICHMOND, Va. -- Many convenience stores in the region are sporting new looks as the Mid-Atlantic Convenience Stores (MACS) network nears completion of its rebranding to the Circle K banner.

Derek Gaskins, senior vice president of marketing at MACS, told the Richmond Times-Dispatch that all but 10 of the 71 company-owned stores in Virginia, Maryland, Delaware and the District of Columbia have changed their names to Circle K.

The rebranding made headlines last summer, as CSNews Online previously reported. However, it has taken time to get the name change on the stores because "the signs on the outside of the stores are the last thing that goes up," he explained.

"Before we change the sign," Gaskins said, "we're going to change the level of service in the stores, the expectations of customers, the offerings."

The company is now embarking on grand opening celebrations for the newly rebranded Circle K brands of coffee and dispensed drinks, roller grill offerings, and equipment and distinctive displays that go with those and other elements. "The stores look different inside and out," he said.

When the rebranding efforts are complete, all 71 MACS stores will be under the Circle K banner. MACS also supplies fuel for the pumps at an additional 230 independently owned stores. Gaskins added there has been some talk about those stores flying the Circle K flag as well.

"We've been having conversations about that," Gaskins told the newspaper. "We would love for them to become part of the Circle K family. We'll have to see how that works out."

Circle K is a division of Alimentation Couche-Tard Inc..


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