SpeedStop Chain Completes Switch to SuperAmerica Brand

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SpeedStop Chain Completes Switch to SuperAmerica Brand


ST. CLOUD, Minn. — SpeedStop convenience stores and gas stations in the St. Cloud region finished their conversion to SuperAmerica stores recently, reported the Pine and Lakes Echo Journal. Two stores located in Pequot Lakes and Jenkins, Minn., were the last to make the switch.

SpeedStop owner and operator JM Cos. announced in late 2014 that it would convert from BP to SuperAmerica because it is a stronger brand, as CSNews Online previously reported. SuperAmerica, a division of Northern Tier Energy LLC, is based in Minnesota and operates 165 stores in the Minneapolis/St. Paul metro area.

"When you're a franchisee of theirs, you can take their best practices and put them in your store," stated JM Cos. Vice President Brian Laudenbach.

JM Cos. owns 22 c-stores and gas stations that were previously split between the BP and SuperAmerica banners.

"There were many reasons for the decision," Laudenbach said. "For a company to have two different brands is more difficult than if we streamline and follow one protocol with one brand. Then, it's the same across the board for all store managers and teams. Basically, there's a lot of advantages from an operator perspective to go with the SuperAmerica brand that we didn't have with the BP brand."

SuperAmerica offers brand recognition, strong foodservice and rewards programs, and the advertising support of professional Minnesota sports teams, according to Laudenbach.

Fuel at the newly converted SuperAmerica stores will remain non-ethanol premium gas, according to the report. New permanent signs and interior changes to SuperAmerica products will be finalized in the next month.