After more than 30 years with the Nice N Easy brand, the New York chain is committed to a company-wide rebranding.
Clifford Fuel Co. is about to undergo a complete makeover and rebranding after 30 years with the Nice N Easy franchise.
During the month of May, the company’s 18 stores will rebrand from Nice N Easy to Cliff’s Local Market.
“We’ve had a great partnership with Nice N Easy for more than 30 years,” said Jim Clifford, president of Clifford Fuel Co, told Convenience Store Decisions. “The franchise has gone through many changes recently and we decided that it was time to end our association with Nice N Easy and change our store chain’s name to Cliff’s Local Market. Our new name and image better represents our company’s identity, mission and strong 55 year history.”
During the transition, customers can expect to see changes to both the interior and exterior of their local Clifford Fuel/Nice N Easy locations. Although the look will change, Cliff’s Local Market will remain committed to meeting its loyal customer’s shopping, fueling and car washing needs by providing quality products and excellent customer service by their experienced staff, just as they have since 1961, the company said.
End of Nice N Easy?
While the rebranding of Clifford Fuel follows the industry trend of creating value in company-owned brands, it raises the bigger question of what will happen to Nice N Easy. Following the death of company founder John MacDougall in June, 2014 CST Brands and CrossAmerica jointly purchased the assets of Nice N Easy, with CrossAmerica purchasing 23 fee sites as well as certain fuel distribution assets for $65 million. CST Brands purchased the retail operations at the 32 company-operated sites and certain other assets.
CST Brands vowed to keep the venerable c-store brand alive in upstate New York. However, in August 2016, CST Brands entered into a $4.4 billion merger agreement with Circle K’s parent company, Alimentation Couche-Tard Inc. Multiple sources have told Convenience Store Decisions that Couche-Tard doesn’t have the same loyalty to the Nice N Easy banner as did CST Brands.
Couche-Tard has been actively looking to expand the Circle K brand throughout upstate New York, which could lead to the rebranding of corporate Nice N Easy stores.
Couche-Tard could not be reached for comment at presstime.
