Couche-Tard plans to keep Holiday banner due to strong brand recognition.
Canada’s Alimentation Couche-Tard Inc. plans to continue using the Holiday Stationstores brand name following its acquisition of the chains’ 522 stores, which is set to close in Couche-Tard’s fiscal third quarter of 2018.
According to the Minneapolis / St. Paul Business Journal, following the acquisition announcement, investors speculated that Couche-Tard would change the Holiday brand over to Circle K, as it has with other brands following many previous acquisitions.
“Holiday Stationstores have strong name recognition and reputation in the region, and we plan to continue that legacy (which includes the name/brand) following the close of the acquisition,” Couche-Tard’s North America Director of Communications Lisa Koenig said in a statement.
Time will tell if Couche-Tard plans to keep the name of all Holiday locations or if some will eventually be converted to Circle K stores.
