News

Couche-Tard aims to refresh, streamline brands

The goal is to boost consumer recognition and drive stronger product marketing.

September 25, 2015

Couche-Tard is prepping a new convenience brand called “Circle K,” which will replace several current brands for the convenience retailer including Statoil, Mac's and Kangaroo Express used in its stores and service stations across the U.S., Canada, Scandinavia, and Central and Eastern Europe.

The revised brand strategy will deploy come January 2016.

"Circle K is a brand that is already popular with huge numbers of our customers and employees. Today we are setting out to make it easy for existing and new customers in more countries than ever before to prefer Circle K as their destination for convenience and fuel, with a fresh new look and feel and even better products for people on the go, always combined with fast and friendly service,” said Couche-Tard President and CEO Brian Hannasch in an announcement.