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EG America Rebrands Nine Locations to Cumberland Farms

Modern Cumberland Farms store providing essential amenities for travelers.

News Summary

EG America is rebranding nine retail locations previously under Neon Marketplace to Cumberland Farms in Massachusetts and Rhode Island. This transition includes six sites in Rhode Island and three in Massachusetts, all equipped with modern amenities such as EV charging stations. The rebranding aims to enhance market presence and operational efficiency while retaining current employees. The integration reflects a strategic move within the convenience store sector, fortifying Cumberland Farms’ reputation. Customers can expect quality service and upgraded facilities as part of this transition.

Massachusetts and Rhode Island – EG America announces that it will be rebranding nine retail locations previously operated under the Neon Marketplace brand to Cumberland Farms. This transition will take place over the coming weeks in both Massachusetts and Rhode Island, as the company aims to strengthen its market presence in these regions.

The selected sites include six locations in Rhode Island—Portsmouth, Middletown, Warwick, North Providence, East Greenwich, and Providence—and three in Massachusetts, namely Seekonk, Freetown, and Quincy. All nine locations were constructed between 2020 and 2023 and feature modern amenities such as electric vehicle (EV) charging stations and drive-thrus, making them convenient stops for travelers and local residents alike.

EG America, which is a subsidiary of the European multinational EG Group, plans to support the newly branded Cumberland Farms with resources from its distribution and culinary centers located in Westborough, Massachusetts. This strategic support is intended to ensure operational efficiency and enhance customer experience across the rebranded stores.

Russ Colaco, CEO of EG Group, highlighted that this expansion aligns with the company’s long-term business objectives and strengthens its position in the market. The integration of the facilities will contribute positively to EG America’s footprint in the convenience store industry.

Current employees from the Neon Marketplace will be retained by EG America during the transition, providing a sense of continuity as local teams will remain intact. This approach is designed to maintain operational efficiency as the stores shift from the Neon Marketplace brand to Cumberland Farms.

Adi Dhandhania, CEO of Neon Marketplace, noted the operational excellence of the stores prior to their acquisition, hinting at a clear intention to uphold quality service and standards during this transition. The consolidation reflects a shift in management focus, as the Neon Marketplace brand has faced challenges that led to its diminishing stature in the market compared to other competitors, like Buc-ees.

EG Group began its operations in 2001, founded by the Issa family, and has since scaled significantly, with over 6,200 convenience stores operating across the globe. The company made its foray into the U.S. market in 2018 by acquiring Kroger’s convenience store network, followed by the acquisition of TravelCenters of America’s Minit Mart stores and Cumberland Farms in subsequent years. This history of strategic acquisitions has facilitated EG America’s growth and influence within the convenience store sector.

The decision to rebrand the nine locations is part of a broader strategy to enhance the Cumberland Farms brand, known for its extensive reach and quality offerings in the convenience store market. As these locations transition to the Cumberland Farms brand, customers can expect the same level of service and quality they have come to appreciate from Cumberland Farms, now fortified by EG America’s resources and expertise.

The rebranding process emphasizes modern amenities, including EV charging stations, which reflects the growing importance of sustainability in the retail sector. Being situated near highways enhances accessibility for travelers, making these locations prime spots for convenience shopping.

In summary, the rebranding of nine Neon Marketplace locations to Cumberland Farms represents a significant shift in EG America’s operations in Massachusetts and Rhode Island, aiming to solidify its position in the convenience store market while enhancing the customer experience with upgraded facilities and a commitment to service excellence.