EG America expects to convert all of its Tom Thumb convenience stores to the Cumberland Farms banner within the next 12 to 15 months, parent company EG Group said recently
EG Group said its U.S. subsidiary has converted 35 of 110 Tom Thumb sites as part of the $50 million rebranding plan the company launched back in February 2022.
The rebranding project was initially expected to finish by 2024, according to EG Group’s initial announcement. A company spokesperson did not respond by press time when asked what caused the significant delay.
If EG America completes the Tom Thumb rebrands within its updated timeline, it’ll have finished the project roughly five years after launch — and about three years behind schedule.
When the initiative was first announced, EG Group said it chose to rebrand Tom Thumb to Cumberland Farms after reviewing both banners’ brand affinity and competition.
Full story EG America accelerating Tom Thumb rebrands | C-Store Dive
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