Mid-Atlantic Convenience Stores (MACS), one of the largest convenience store networks and fuel distributors in the mid-Atlantic region, has announced a new retail branding strategy. Instead of operating under different brands, MACS is positioning itself as the exclusive developer of the Circle K brand in four regions: Virginia, Maryland, Delaware and the District of Columbia.
MACS, with its headquarters in Richmond, has about 300 company-owned and dealer-operated retail locations throughout Virginia and Maryland that until now have operated under such names as Uppy’s, Tiger Mart and On the Run. The company plans to convert its 71 company-owned retail locations to Circle K stores — part a comprehensive Circle K brand platform that will span the mid-Atlantic region.
“This partnership, which is bringing Circle K to the area for the first time, will allow us to invest millions of dollars in store remodels and branding throughout the region,” Dan Pastor, CEO of MACS, said in a statement. “… This is a unique arrangement that provides compelling value to both of our organizations: MACS will build a strong brand presence leveraging Circle K’s assets while retaining autonomy to operate market and merchandise locally in our region.”
MACS expects the branding initiative to have a positive economic impact in hundreds of communities as it employs local skilled workers in the construction and outfitting of the new stores. The deal between MACS and Circle K also will also provide opportunity for independent convenience store dealers in the region who wish to become a Circle K brand licensee.
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