CStore Decisions

  • Home
  • Today on CSD
  • Categories
    • CBD
    • Foodservice
    • Fuel & Gas
    • Health & Beauty
    • Independent Operators
    • Operations & Marketing
    • Technology
  • CStore Playbooks
    • CBD Playbook
    • Foodservice Playbook
    • Technology Playbook
    • Alcoholic Beverage Playbook
    • Tobacco Playbook
  • Products
    • Hot New Products Contest
    • Beverages & Cold Vault
    • Candy, Gum & Mints
    • Snacks
    • Tobacco
  • Resources
    • Digital Issues
    • Research & Downloads
    • Podcasts/How To Series
    • On Location
    • FAQ
    • 2022 Top 111 Chains
    • Leaders in Convenience
    • Rack Prices
    • Sponsored Content
    • Videos
    • Webinars / Digital Events
    • White Papers
  • Events
    • 2021 Chain of the Year
    • Convenience Directions
    • NAG Convenience Conference
    • Young Executive Organization
  • Join
    • National Advisory Group
    • Safe Shop Assured
    • Young Executive Organization

EG Group Rebrands Tom Thumb Stores to Cumberland Farms

The $50 million project will span two years and lead the company in organic organizational growth.

By Emily Boes | March 3, 2022

Share

EG Group announced that its Tom Thumb store locations will be rebranded to the Cumberland Farms brand starting in May 2022. 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.

“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. In addition to updating and refreshing all of the stores with the Cumberland Farms design, layout and equipment, we plan to bring expanded food service offerings, including a new Fried Chicken concept, to Guests in these communities.”

The decision to convert Tom Thumb stores to the Cumberland Farms banner is the latest move for EG America to optimize its locations while, at the same time, continuing to grow through new store builds and acquisitions. EG America, a subsidiary of EG Group, operates over 1,700 locations across ten brands throughout the U.S. — Cumberland Farms, Certified Oil, Fastrac Café, KwikShop, Loaf ‘N Jug, Minit Mart, QuikStop, Sprint Food Stores, Tom Thumb and Turkey Hill.

Rebranding Approach and Effort

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. The move will allow for full name and branding ownership over each location and drive commitment to the surrounding market.

The rebranding effort, expected to begin in May, will to take 18 to 24 months to complete. Newly rebranded locations will feature Cumberland Farms’ latest design, equipment and food menu — featuring a wide variety of hot grab-and-go food options as well as its premium Farmhouse Blend coffee. SmartPay Rewards app users will continue to enjoy savings of 10 cents per gallon of fuel every day.

The rebrand will not impact employment of current Tom Thumb Team Members. Team Members will remain employed under the Cumberland Farms brand.

Founded in 2001 by the Issa family, U.K.-based EG Group is a convenience retailer which has established partnerships with global brands. EG Group currently employs in excess of 50,000 colleagues working in more than 6,300 sites across the U.S., U.K. & Ireland, Continental Europe, and Australia.

Related Articles Read More >

D Oh Gee Shares CBD ‘Pupsicle’ Recipe
Samco Expands Family Business
Kum & Go to Add 900 New Store Positions
Wawa Announces Details and Timeline for Annual Award
Safe Shop Assured

CStore Decisions Newsletter

Sponsored Content

  • Create Some Positivity at the Pump: 3 Ways to Fuel Customer Experiences
  • How Minuteman Food Mart Ensures a Consistent Customer Experience Across 44 Stores
  • Three Challenges Disrupting C-Store Operations and How to Overcome Them
  • Why Wait? Converting to E15 is easy.
  • It’s time you profited from your checkout line

Get the Magazine

Subscribe Now!
Subscribe Now!

Manage Current Subscription
CStore Decisions
  • New CSD Print Subscription
  • Manage current print subscription
  • CBD Retail Trends
  • CStore Products
  • NAG Convenience Conference
  • Convenience Directions
  • Rack Prices
  • Subscribe to CSD’s E-Newsletter
  • About CStore Decisions
  • Advertise

Copyright © 2022 WTWH Media LLC. All Rights Reserved. The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of WTWH Media
Privacy Policy | Advertising | About Us

Search CStore Decisions

  • Home
  • Today on CSD
  • Categories
    • CBD
    • Foodservice
    • Fuel & Gas
    • Health & Beauty
    • Independent Operators
    • Operations & Marketing
    • Technology
  • CStore Playbooks
    • CBD Playbook
    • Foodservice Playbook
    • Technology Playbook
    • Alcoholic Beverage Playbook
    • Tobacco Playbook
  • Products
    • Hot New Products Contest
    • Beverages & Cold Vault
    • Candy, Gum & Mints
    • Snacks
    • Tobacco
  • Resources
    • Digital Issues
    • Research & Downloads
    • Podcasts/How To Series
    • On Location
    • FAQ
    • 2022 Top 111 Chains
    • Leaders in Convenience
    • Rack Prices
    • Sponsored Content
    • Videos
    • Webinars / Digital Events
    • White Papers
  • Events
    • 2021 Chain of the Year
    • Convenience Directions
    • NAG Convenience Conference
    • Young Executive Organization
  • Join
    • National Advisory Group
    • Safe Shop Assured
    • Young Executive Organization