SALT LAKE CITY — The convenience store shake-up in Iowa is accelerating. Maverik, the Salt Lake City-based retailer that acquired Kum & Go in 2023, is phasing out the iconic Iowa brand by selling select locations to Mega Saver and reducing its presence in the Des Moines office. These moves are redefining the state’s c-store landscape and marking the end of a six-decade Kum & Go legacy.
The Maverik–Kum & Go transition highlights more than just a name change on Iowa’s street corners. It underscores a national trend of consolidation in the convenience sector, where scale, supply chain leverage and brand consistency increasingly dictate survival. As smaller and mid-sized chains disappear or get absorbed, new entrants like Mega Saver and expanding rivals such as Casey’s and Kwik Star are reshaping competition, turning Iowa into a bellwether for how regional identities and customer loyalties are tested in the face of a rapidly consolidating industry.
From Kum & Go to Mega Saver in the Iowa Great Lakes
This week, city councils in Okoboji and Spirit Lake, Iowa, approved retail alcohol licenses for Mega Saver, paving the way for the regional chain to take over two former Kum & Go sites. KUOO reported that both stores will be rebranded under the Mega Saver name in the coming weeks.
Mega Saver operates convenience stores in Iowa, Nebraska and Florida. Its expansion into the Iowa Great Lakes region follows Maverik’s decision to sell select Kum & Go locations acquired during its 2023 purchase of the chain.
Maverik’s National Rebrand Push
The divestiture comes as Maverik moves forward with its larger rebrand strategy, which will ultimately see the Kum & Go name retired. In late 2024, Maverik confirmed that all Kum & Go stores would be converted to its own adventure-themed banner. The company stated that it is taking a market-by-market approach to ensure a seamless transition.
Maverik, which markets itself as “Adventure’s First Stop,” has been gradually swapping Kum & Go signs across Iowa and Nebraska with its own. The brand’s design emphasizes outdoor recreation and local community identity, aiming to connect with adventure-seeking customers.
Layoffs and Consolidation in Des Moines
At the same time, Maverik is reducing its corporate footprint in Iowa, where Kum & Go had been headquartered for many years. Earlier this month, the company announced that it would lay off approximately 100 employees in Des Moines while consolidating most of its corporate services at its Salt Lake City “Base Camp” headquarters.
According to filings under Iowa’s WARN Act, the layoffs take effect in phases starting this fall and into 2026. About 63 employees will remain in Des Moines, while a small number of staff have been offered relocation packages.
Maverik acknowledged the cuts as a “difficult decision,” citing efforts to improve efficiency and better serve its growing customer base. The company said it is working with impacted team members to develop individual plans, including relocation opportunities.
Full statement from Maverik:
As part of our ongoing efforts to improve efficiency and better serve our growing customer base, Maverik has made the difficult decision to consolidate its Base Camp headquarters in Salt Lake City. A limited presence will remain in Des Moines to support geographically based business needs. We are currently working closely with impacted Team Members to develop individual plans, including relocation opportunities, and are committed to supporting them with transparency and care throughout this transition.
A Legacy Brand Fades
The changes underscore the end of an era for Kum & Go, which was founded in 1963 by Bill Krause and his father-in-law, Tony Gentle. Over the course of six decades, the company evolved into a prominent Iowa-based retailer, recognized for its quirky name, family ownership, and strong community presence.
When the Krause Group sold Kum & Go to Maverik in 2023, it added roughly 400 stores to Maverik’s portfolio and expanded its reach to more than 800 locations in 21 states. At the time, Krause family members acknowledged the sale as the close of a chapter in Iowa’s retail history.
What It Means for Iowa’s C-Store Market
The disappearance of Kum & Go leaves a competitive gap in a state where Casey’s General Stores and Kwik Star already dominate the convenience sector.
- Casey’s, headquartered in Ankeny, Iowa, is the third-largest convenience store chain in the U.S. and has steadily expanded its foodservice program, which remains a strong driver of loyalty. The decline of Kum & Go could provide Casey’s with additional breathing room in key markets.
- Kwik Star (a banner of Wisconsin-based Kwik Trip) continues to push south from Minnesota into Iowa with a differentiated model that emphasizes fresh food and grocery-style offerings. Its aggressive expansion strategy positions it as a major beneficiary of the Kum & Go exit.
- Hy-Vee Fast & Fresh, although a smaller player, effectively blends convenience and grocery concepts, and may seize the opportunity to grow in markets where consumers are losing a familiar brand.
For Mega Saver, the move into Okoboji and Spirit Lake shows confidence that there is still space for smaller operators to carve out local footholds amid industry consolidation.
Looking Ahead
For Maverik, the consolidation signals a drive toward building a unified national brand with a strong presence in the West and Midwest. For Iowa, however, the shift represents both the loss of a homegrown company and the arrival of new competition, as c-store heavyweights and regional players alike compete for market share in the post–Kum & Go era.
