Cumberland Farms owner invests $50M in gas station rebranding
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A Cumberland Farms gas station in Southborough. Cumberland Farms is owned by EG Group, whose U.S. headquarters are in Westborough.
EG Group, a United Kingdom gas station and convenience store retailer that purchased the Westborough-based Cumberland Farms chain in 2019, will invest $50 million in a rebranding effort across the East Coast.
The EG Group, with its EG America division headquartered in Westborough, will rebrand its Tom Thumb supermarket chains into Cumberland Farms stores.
The transition in brand name will take two years to complete and will include 113 locations from Florida to Alabama.
Current employees of Tom Thumb stores will remain in their roles while the designs, equipment, menus, and customer rewards are transitioned to Cumberland Farms.
EG America established its Store Support Center in Westborough in 2019, which oversees more than 1,700 stores across the United States, including: Cumberland Farms, Certified Oil, Fastrac, Kwik Shop, Loaf N’ Jug, Minit Mart, Quik Stop, Sprint, Tom Thumb, and Turkey Hill.
“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,” said George Fournier, president of EG America, in a written press release.
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