Convenience store retailer Tom Thumb to undergo $50 million rebrand

EG Group is changing the banner and more on one of its divisions.

The global convenience store retailer is investing $50 million to rebrand Tom Thumb stores to the Cumberland Farms brand, which it acquired in 2019. The project, which is expected to kick off in May and span two years, includes 113 Tom Thumb locations and new locations across Florida and Alabama.

In addition to updating and refreshing all of the Tom Thumb stores with the Cumberland Farms design, layout and equipment, EG plans to bring expanded foodservice offerings, including a new fried chicken concept, to the stores. The rebrand will not affect current Tom Thumb associates, who will remain employed under the Cumberland Farms brand.

"We are excited to embark on this rebrand and position EG America for continued growth within the industry,” said George Fournier, president of EG America, a subsidiary of EG Group. “Completion of this project will not only benefit us financially, but will, more importantly, offer an enhanced experience for both our guests and team members. "We decided to move forward with this brand conversion after conducting extensive research that projected the tremendous growth opportunity to expand the Cumberland Farms brand.”

The EG Group, which has sites across the U.K., France, The Netherlands, Belgium, Luxembourg and Italy, announced its first U.S. acquisition in February 2018, a $2.15 billion deal to acquire Kroger Co.’s convenience store business, whose 760 stores operated under several banners, including Tom Thumb and Turkey Hill.

The decision to convert Tom Thumb stores to the Cumberland Farms banner is the latest move for EG America to optimize its locations while continuing to grow through new store builds and acquisitions.  EG America operates more than 1,700 stores across ten brands throughout the U.S., including   Cumberland Farms, Certified Oil, Fastrac Café, KwikShop, Loaf 'N Jug, Minit Mart, QuikStop, Sprint Food Stores, Tom Thumb and Turkey Hill. 

Founded in 2001 by the Issa family, United Kingdom-based EG Group is a leading convenience retailer which has established partnerships with global brands. The company currently operates more than 6,300 locations across the U.S., U.K. & Ireland, Continental Europe and Australia.