WESTBOROUGH, Mass. — Convenience-store retailer EG Group will rebrand its Tom Thumb locations to its Cumberland Farms brand starting in May. The $50 million project will span two years and include 113 Tom Thumb locations and new locations across Florida and Alabama.
The rebranded locations will position the stores to lead the company in organic organizational growth, EG Group said.
“We are excited to embark on this rebrand and position EG America for continued growth within the industry. Completion of this project will not only benefit us financially, but will, more importantly, offer an enhanced experience for both our guests and team members,” said George Fournier, president of EG America. “We decided to move forward with this brand conversion after conducting extensive research that projected the tremendous growth opportunity to expand the Cumberland Farms brand.”
EG America, a subsidiary of EG Group, operates more than 1,700 locations across 10 U.S. brands: Cumberland Farms, Certified Oil, Fastrac Café, KwikShop, Loaf ‘N Jug, Minit Mart, QuikStop, Sprint Food Stores, Tom Thumb and Turkey Hill.
EG Group plans to update and refresh all of the Tom Thumb stores with the Cumberland Farms design, layout and equipment, and to bring expanded food service offerings, including a new fried chicken concept to customers in those communities, the company said.
The decision to convert Tom Thumb stores to the Cumberland Farms banner is the latest move for EG America to optimize its locations while continuing to grow through new store builds and acquisitions.
EG Group took a data-driven approach with an in-depth analysis of several factors including affinity to the Tom Thumb brand and competition to drive the decision to rebrand, it said. The move will allow for full name and branding ownership over each location and drive commitment to the surrounding market.
The rebranding effort does not affect employment of current Tom Thumb team members, who will remain employed under the Cumberland Farms brand.
- EG America is No. 5 on CSP’s 2021 Top 202 ranking of U.S. c-store chains by number of company-owned retail outlets.
Founded in 2001 by the Issa Family, Blackburn, U.K.-based EG Group is a gasoline forecourt and retail convenience operator with more than 6,200 sites across the United Kingdom and Ireland, Europe, the United States and Australia. In 2018, EG Group established itself in The United States as EG America by acquiring Kroger’s 762-site c-store network. It acquired TravelCenters of America’s Minit Mart convenience-store business for approximately $330.8 million in 2018. The portfolio included 225 c-stores. And in 2019, among other acquisitions, EG Group acquired Cumberland Farms and its nearly 660 c-stores in the Northeast and Florida, and EG America now has its headquarters in Westborough, Mass.
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