EG Group opens first rebranded Cumberland Farms stores in the U.S.

EG Group has opened the first three Cumberland Farm stores converted from its Tom Thumb fuel and retail brand in the US. The UK-based fuel and foodservice giant plans to open 50 Cumberland Farms stores in 2022 and a further 50 in 2023.

EG Group first announced the conversion of 113 Tom Thumb stores to its Cumberland Farms brand in February 2022, a $50m initiative it anticipated would take up to two years.

EG Group acquired Cumberland Farms in 2019, which at the time operated 567 convenience stores across seven northeast states and Florida. The retail and fuel operator has a significant coffee offer, with the new stores offering a revamped food and beverage menu, including the brand’s in-house Farmhouse Blend coffee range.

Coffee and foodservice brands are playing an increasingly central role in EG Group’s global business. In September 2022, the forecourt operator said the strong performance of its foodservice brands in Europe had underpinned second quarter sales growth amid soaring energy costs that had impacted fuel revenues.

The company, which owns UK food-to-go and coffee chain LEON and bakery Cooplands alongside operating licensed branches of Starbucks, Cinnabon and Greggs, said that foodservice profits increased 11% to reach $177m during the period.

In April 2022, the operator announced a recruitment drive to create more than 32,000 jobs around the world to support the expansion of its foodservice brands.