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Circle K rebranding to roll out globally

Circle K says it will roll out its new branding on 10,000 convenience stores globally by 2018.

The new livery has already appeared on service stations and convenience stores in Canada, and on new stores opening around the globe.

Now the Circle K rebranding will extend to existing stores, with every outlet to be converted.

Parent company Couche-Tard unveiled the new look back in September 2015, but the rollout has been relatively slow to date. It was designed to help reposition the brand after Couche-Tard acquired the Kangaroo Express and The Pantry locations in the US and Topaz in Ireland. It has already been applied to 1100 petrol stations in Europe, which were rebranded from Statoil.

“Although widely respected, the Statoil brand was not very well positioned for the future. Circle K better emphasises our new focus on convenience,” said Jacob Schram, group president of European operations at Alimentation Couche-Tard, who presented at the NACS Insight Summit in Europe earlier this month.

He said service stations which had been converted over were showing “better results”.

The new livery will appear on all stores and service stations across the US, Canada and Europe.

It will also be used by all licensed stores across Asia, which account for a large share of 1700 stores in 13 countries and territories outside North America and Europe, including Hong Kong, Vietnam, Japan, China, Macau, Indonesia, the Philippines and Malaysia.

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