Kum & Go to Lose Its Famous Name as Maverik Announces Major Rebranding of Gas Stations Across Idaho, Utah, and Colorado

The beloved Midwest gas station chain, Kum & Go, is about to lose its iconic name after being bought out by its more conservative competitor, Maverik.

Once a staple in the region, Kum & Go was a recognizable brand, but now, it’s undergoing a complete rebranding under Maverik’s leadership.

A New Era for the Gas Station Chain

Maverik, based in Salt Lake City, purchased Kum & Go in 2023 and has been steadily changing the branding of stores across Idaho, Utah, Colorado, and Wyoming.

These areas saw both brands compete against each other, but Maverik is now moving forward with plans to unify all 400 Kum & Go locations under its own name.

The company has confirmed the full rebranding process will be completed by mid-2025.

The goal is to provide a unified customer experience and streamline the footprint of both companies, with the rebranding already underway.

Kum & Go’s Humorous History

Kum & Go started in 1959 as Hampton Oil but switched to its now-infamous name in the 1960s.

The name “Kum & Go” was chosen by Bill Krause, who co-founded the company with his father-in-law Tony Gentle.

Bill explained that the decision was mainly driven by cost—fewer letters on the signs meant cheaper signage.

Despite the double entendre that the name later came to represent, Krause leaned into it. In fact, he even found humor in the situation.

“I can bristle and be offended or I can look at the fact that 100,000 people a day come through the doors of Kum & Go,” he once said.

Over the years, the company embraced the playful nature of its name and was even featured in pop culture, with merchandise that became a cult favorite, including a famous Jackass 2 moment where Johnny Knoxville wore Kum & Go gear.

Social Media and Pop Culture

The Kum & Go brand also made waves on social media, with a quirky and irreverent online presence led by Nadia Trimnell, a social media manager who built a large following for the company.

She had two simple rules for the brand’s social media: no politics and no college football.

The brand also created limited edition merchandise and collaborated with LGBTQ+ organizations, including the “Kum & Gay Rights” shirts, which gained attention after an online joke from streamer Justin Moore.

But all of that changed after the sale to Maverik.

The End of an Era

When Kyle Krause, the third-generation owner, sold Kum & Go for about $2 billion in 2023, it marked the end of an era.

His sale of the chain was partly to fund a $500 million real estate project, which included his dream of building a soccer stadium.

After the acquisition, all the company’s social media content, including the popular memes created by Trimnell, was deleted—prompting disappointment from fans who had enjoyed Kum & Go’s unique, inclusive, and fun brand voice.

Trimnell, who had poured so much of her creativity into the social media presence, expressed her shock and sadness at the decision to remove the content without any acknowledgment of its legacy.

“It’s really disappointing, to be honest. We created something so strong and so fun and cool, especially in the Midwest.

I’m kind of shocked that they would just delete everything without putting a tribute to it,” she told The Des Moines Register.

Changing Times

Sources from Maverik’s staff suggested that the shift in tone could be attributed to the company’s more conservative leadership.

Some executives were reportedly uncomfortable with the edgy humor and double meaning associated with the Kum & Go name, especially considering its association with LGBTQ+ activism.

In the end, it seems that what was once a cheeky and beloved brand will be replaced by something less quirky, as Maverik works to make its new acquisition fit into its corporate identity.

Late-night talk show host Stephen Colbert even joked about the rebranding, suggesting they should rename the chain “Kum & then maybe stay the night.”

While the changes are already happening, the full transformation of Kum & Go into Maverik will likely be felt in both the stores and the culture surrounding the brand.

This article was published on TDPel Media. Thanks for reading!

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