Costcutter launches premium brand

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

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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.

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