Maverik Consolidates Operations, Hires QSR Expert, and Erases Kum & Go Brand

Following its 2023 acquisition, Maverik is retiring the Kum & Go brand, consolidating corporate operations in Utah, and hiring a fast-food veteran to bolster its food service, betting that a unified, food-forward brand is more valuable than regional loyalty.

• The cost of efficiency: The company is cutting about 100 corporate jobs from Kum & Go's former home base in Des Moines as it consolidates headquarters in Salt Lake City. In a statement, the retailer explained the move as part of its "ongoing efforts to improve efficiency"—a corporate goal whose cost is being felt by the local Iowa workforce.

• One brand to rule them all: According to Maverik CEO Crystal Maggelet, the decision to scrap the well-known brand came after months of debate, with the company ultimately concluding it was the only path forward. "Operationally, it’s just very, very difficult to keep two brands going," Maggelet said at a recent conference, citing the challenge of maintaining distinct identities and operational efficiencies.

• Signs of the times: The strategy is now playing out on the ground as Maverik sells around two dozen locations to another operator, Mega Saver. In Kum & Go's hometown of Des Moines, the old branding is being stripped from storefronts, visibly marking the end of an era for the local staple.

Maverik is making a clear bet: the operational simplicity and brand unity of its "Adventure's First Stop" model, supercharged with QSR talent, will create more value than preserving a beloved, but separate, regional chain. The move also wasn't without internal friction, as some former Kum & Go staffers told reporters that Maverik never seriously considered keeping the brand, leading to conflict.