Costcutter launches premium brand

Costcutter is introducing the myCostcutter brand in a bid to create a premium segment in the convenience market.


The black, red and green fascia replaces the existing white, green and red brand colours.

Two stores will open with the new brand identity later this year and further stores across the group will relaunch under the new brand in the new year.

The myCostcutter brand is part of a wider modernisation strategy at the convenience store chain.

Costcutter says the new premium look comes from market research that identified the need to segment the convenience market and give stores an opportunity to provide a more premium offer.

The franchise group says that while the new brand is a “significant departure” it remains loyal to the chain’s value promise and will give shoppers “superior brand experience”.

Ian Bishop, Costcutter marketing director, says: “We felt it was vital to the continued growth of Costcutter to introduce these new look fascias. The Costcutter brand sits firmly in the middle market and will continue to do so, delivering exceptional value to its customers.

The introduction of the myCostcutter brand, with its distinctive look, is at the request of retailers who want to differentiate themselves and provide their customers with an increased premium product offering.”

The new look also includes new store layouts, improved navigation, window displays and brand guidelines for store exteriors to create “a more welcoming experience”.

Costcutter operates 1,600 convenience stores as part of its franchise business.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here