USA: Couche-Tard to rebrand 12 Holiday gas stations to Circle K

The rebranding continues after starting in 2020 when the company acquired the brand from I-90 Fuel Services Inc.

Alimentation Couche-Tard has decided to rebrand several of its Holiday gas stations and convenience stores into Circle K. In total, there will be 12 rebranded locations throughout the city of Sioux Falls in the state of South Dakota.

The rebranding will impact the exterior of the sites, while employee uniforms, products and programs have already changed due to Couche-Tard’s acquisition of the stores from the Erickson family back in 2017, according to a report by news site argusleader.com.

“We’re excited to begin a new era in Sioux Falls as Circle K while continuing to build on the proud Holiday heritage in this community. Our guests will still enjoy the same products and offerings they’ve known and loved. And over time, we’ll be enhancing their experience with innovative new products and services that Circle K is known for and continues to introduce globally,” said Gary Brant, Vice president of Operations for Couche-Tard, in the press release published by the site.

The rebranding process of the Holiday stations and stores started back in 2020, when Couche-Tard acquired the brand from I-90 Fuel Services Inc. Operations have already started and are expected to be completed by the end of April. The firm aims to complete this process in six weeks, although it is rebuilding one of the sites, which could delay its opening.