Couche-Tard Comes Full Circle

Laracy, Alex
April 2004
Convenience Store News;4/12/2004, Vol. 40 Issue 5, p14
Trade Publication
Convenience store giant Alimentation Couche-Tard Inc. is renaming its U.S. stores Circle K, with the aim of adding the Circle K brand recognition in the Midwest to the Couche-Tard store model. Circle K was previously centralized in Phoenix and Tempe, Arizona. Couche-Tard completed its purchase of 1,600 Circle K stores in December 2003. The deal made Couche-Tard the fourth-largest convenience store operator in North America, with a network of 4,886 stores in Canada and the United States. While the name change may be seen as a brand-shifting strategy to compete with industry leader Dallas, Texas-based 7-Eleven Inc., Couche-Tard is taking a totally different approach to competing with 7-Eleven to finance the Circle K deal.


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