Convenience giant EG Group plans to start rebranding its Tom Thumb stores as Cumberland Farms this spring.
Plans call for the 113 Tom Thumb convenience stores in the Florida Panhandle and southern Alabama — acquired from The Kroger Co. in 2018 — to be converted to Cumberland Farms locations starting in May, with the transition expected to take 18 to 24 months, Westborough , the Massachusetts-based EG Group said yesterday. Affected Tom Thumb employees will remain employed under the Cumberland Farms brand.
The converted stores will have the latest Cumberland Farms design, equipment and food menu, including a wide range of hot take-out food options and the chain’s premium Farmhouse Blend coffee, according to EG Group. Users of the SmartPay Rewards app will also continue to benefit from their 10 cents per gallon fuel savings.
Cumberland Farms has approximately 600 stores in nine states, including New York, New Jersey, Connecticut, Rhode Island, Massachusetts, Vermont, New Hampshire, Maine and Florida.
In deciding to switch banners, EG Group noted that it took a data-driven approach and thoroughly analyzed a number of factors, including consumer affinity for the Tom Thumb brand and the competition. The company said the conversion plan also marks its latest move to optimize EG America locations and expand through new stores and acquisitions, including last year’s purchase of all 34 convenience/fuel locations. Sprint Food Stores in Georgia and South Carolina.
Currently, the EG America subsidiary operates over 1,700 locations across 10 convenience/fuel retail banners including Cumberland Farms, Certified Oil, Fastrac Café, KwikShop, Loaf ‘N Jug, Minit Mart, QuikStop, Sprint Food Stores, Tom Thumb and Turkey Hill. .
“We are excited to embark on this rebranding and position EG America for continued growth within the industry. Completing this project will not only benefit us financially, but more importantly will provide an enhanced experience for both our guests and team members,” EG America President George Fournier said in a statement. “We decided to move forward with this brand conversion after conducting extensive research which projected the tremendous growth opportunity of expanding the Cumberland Farms brand. In addition to updating and refreshing all stores with Cumberland Farms design, layout and equipment, we plan to offer customers in these communities expanded foodservice offerings, including a new fried chicken.
EG Group, based in Blackburn, England, has more than 6,000 convenience, grocery and merchandise, food and fuel stores in North America, Europe and Australia. Partly owned by TDR Capital, the company entered the U.S. market in April 2018 with the $2.15 billion acquisition of The Kroger Co.’s convenience retail business, which totaled 762 stores. Additionally, in late 2020, EG Group co-CEOs the Issa brothers and TDR Capital in late 2020 reached a nearly $9 billion deal to acquire the majority stake in British supermarket chain Asda from Walmart.