Welcome back everyone!

It’s so great to see so many new readers this week! If you aren’t new, welcome back and buckle in, we have a fun company to cover this week. The infamous Kum & Go…

After dozens of requests to explore more brand transitions and exits, we’re shifting gears to spotlight what happens when a business decides to rebrand a company that already has a deep emotional connection with its audience. In this edition, we’re taking a look at Kum & Go. Yes, that Kum & Go. The Midwestern gas station chain with a name you never forget and a loyal customer base that truly cares.

But that’s all changing.

After being acquired by Maverik in 2023, Kum & Go is now being fully rebranded across all 400+ locations. That quirky name? Gone. The signage? Replaced. And the customers? Not exactly thrilled.

This week, we’re diving into the power of emotional brand equity, what happens when an exit clashes with identity, and how founders can build and preserve businesses that connect with people on a level deeper than the product itself.

The History of Kum & Go

Founded in 1959 in Hampton, Iowa, Kum & Go was the brainchild of Bill Krause and Tony Gentle. The two men wanted to bring a more convenient experience to the gas station market, combining fueling with grocery-style convenience retail. They were one of the earliest chains to pioneer the “c-store” format that’s now standard nationwide.

The name “Kum & Go” (a play on “Come and Go”) was officially adopted in 1975 and while it was often the butt of jokes, it also created something priceless: memorability. It gave the brand personality. In a market filled with generic names, Kum & Go stood out.

Over the next several decades, the company expanded throughout the Midwest, eventually reaching over 400 stores across 13 states. But what made Kum & Go successful wasn’t just real estate, it was relentless attention to cleanliness, customer service, and food quality. In fact, long before gas stations were considered a place to grab decent coffee or a sandwich, Kum & Go was investing heavily in upgrading the in-store experience.

What many don’t realize is how progressive the company became in the 2000s and 2010s. Under the leadership of Kyle J. Krause and later his son Tanner Krause, Kum & Go began focusing on LEED-certified buildings, made sustainability a corporate priority, and leaned into tech-forward retail systems like mobile pay and loyalty programs. They also became one of the most philanthropic convenience store chains in the U.S., giving millions to education and community programs. The company developed a reputation for strong internal culture and family-driven values, even as they scaled. By 2021, Kum & Go had quietly become one of the top 20 privately held convenience retailers in the U.S. Despite their size, they still felt like a hometown store, something few chains can claim. And in a sea of competitors, their differentiation wasn’t just product it was personality.

Current News

In 2023, Kum & Go was acquired by Maverik, a Utah-based chain known for its adventure-focused branding and strong footprint across the western U.S. While the initial announcement was positioned as a merger of strengths, the latest development is more dramatic: Maverik is rebranding every Kum & Go location under its own name.

By 2024, Kum & Go stores will begin operating as “Maverik – Adventure’s First Stop.” The move has been met with sharp public reaction especially across Iowa, Missouri, Colorado, and other states where Kum & Go had become part of the local culture. On social media, the backlash has ranged from memes to heartfelt goodbyes. Some customers have even created petitions to keep the name alive.

The rebrand is part of a larger strategy by Maverik’s parent company, FJ Management, which also owns the Pilot Flying J network. Their goal is to streamline operations under one dominant Western-facing brand. But while this may offer cost savings and unified customer experience, it erases decades of brand recognition in core markets.

According to reporting from Des Moines Register and Convenience Store News, store renovations will include new signage, uniforms, and digital systems meaning customers won’t just lose the name but also much of the familiar experience. There are also concerns that Maverik’s adventure-themed marketing doesn’t resonate with Kum & Go’s broader, more general audience. Some longtime customers fear it may alienate the brand’s loyal base in small towns and cities. The rebrand rollout is expected to take 12–18 months and cost tens of millions and is expected to be completed by the end of 2025. Internally, former Kum & Go employees have noted a cultural shift post-acquisition, with many speculating this may lead to talent attrition. It’s a classic case study in what happens when consolidation meets cultural disruption and why M&A strategy should consider more than just bottom-line metrics.

Challenges Along the Way

Kum & Go didn’t just coast on its name. Competing with giants like Casey’s, Wawa, and QuikTrip meant maintaining high standards across every store. Real estate, staffing, and product consistency became more difficult as the chain expanded beyond Iowa. The convenience store industry also evolved with premium food, loyalty programs, and mobile payment systems becoming table stakes.

There were other obstacles too: changing fuel margins, rising construction costs, and labor shortages during COVID forced Kum & Go to rethink its growth model.

And then came the opportunity to exit.

The acquisition by Maverik was a logical move on paper both chains served different geographies, both had similar size and operational models, and combining them created efficiencies. But as we now see, those efficiencies come with cultural costs.

For Kum & Go, the challenge wasn’t just scale. It was deciding whether legacy and emotion were assets worth preserving.

The Core Lesson

A brand is not a logo. A brand is a feeling.

Kum & Go didn’t just sell gas and chips. It sold a daily ritual. It sold the feeling of being somewhere familiar. A place that felt local, no matter where you were in the Midwest. The humor in the name made people smile. The service made them come back.

When founders think about building something lasting, they often focus on features, pricing, and operations. But what sets apart iconic companies is this: they create emotional anchors in people’s lives.

If you build your business right, you become part of the customer’s story, not just their transaction.

So here’s the lesson: If you're ever lucky enough to build a brand that people love, guard that love like it’s your most valuable asset. Because to your customers it is.

Takeaways for Builders

• Emotional branding matters. Don’t underestimate how customers feel about your product or name.

• Don’t scale away your soul. Consolidation is fine, but ask what made your brand lovable in the first place.

• Brand names are assets. Memorable names create viral loops and free marketing. Don’t discard them lightly.

• If you sell, know what you’re selling. An exit might mean handing over more than operations, it could mean your entire identity.

• Customer nostalgia is powerful. It’s a moat that takes decades to build and seconds to destroy.

• Build with intention. If your brand resonates, find ways to protect that resonance even if you scale or exit later.

Feedback? Ideas?

Hit reply and tell us:
What’s your take on rebrands like Kum & Go’s? Can a quirky brand name be an asset… or is it a liability in the long run?

And as always, if there’s a legacy company or founder you’d like us to spotlight next, send it our way.

Until next week,
– The Built to Last Team