San Antonio — CST Brands, Inc., a San Antonio-based Fortune 500 fuel and convenience retailer with more than 1,000 stores, plans a total brand makeover that will start in San Antonio and spread outward, creating a network of rebranded stores within 3 years.
On November 19, 2015, CST unveiled its first rebranded Corner Store built from the ground up. The store is in north San Antonio, and the company plans to add four more just like it in San Antonio before the end of the year.
The Corner Store name has not changed, but a dramatic new look and feel carries out the company’s new service promise: “Simply Fresh. Always Friendly.” The color palette and design elements are refreshing, neighborly and in-touch, and will encompass the store logo, signage, interior and exterior.
The larger stores will be known as Corner Store Markets, and will offer an expanded selection of fresh produce, quick meal fixings and a made-to-order food menu with pizzas, sandwich melts, soups, salads and more.
CST is launching the brand initiative with five new Corner Store Markets in San Antonio that will open before the end of 2015. In early 2016, the company will debut a total of 21 new and legacy San Antonio stores that will carry the new Corner Store logo, signage and color palette. The larger stores will also be Corner Store Market locations.
After opening these new and refreshed stores, CST will begin a rollout to all Corner Stores in San Antonio and the surrounding area, with the goal of rebranding the network in 3 years.
“Looking to the future of our industry, it’s crucial that Corner Store continue to establish a clear retail identity broader than our fuel offerings. Inside our stores, food and beverage sales are a vital and stable profit generator. With this exciting brand initiative, we are looking to not only expand those offerings, but to call more attention to the great food, beverages and service we already offer,” says Kim Lubel, chairman and CEO of CST Brands. “Ultimately, we believe this pivotal new direction will energize our existing customers, draw new ones to our stores, increase overall revenues, and enhance shareholder value.”
CST plans to continue its expansion through new store builds and strategic acquisitions that add value to the company’s network of more than 1,000 stores across the U.S.
Over the last year, CST worked with Prophet, a global brand and marketing consultancy, on the rebranding initiative.
With nearly 1,900 sites in the United States and Canada and nearly $12.8 billion in revenues in 2014, Corner Store’s parent company, CST Brands, is one of the largest independent retail and wholesale distributors of motor fuel and convenience merchandise, freshly prepared food and other services in North America.
SOURCE: CST Brands