Kum & Go, the Midwest gas station chain known for the humor its name often inspires, is heading for a rebrand.
Maverik, a competitor that acquired Kum & Go in 2023, announced it has started rebranding Kum & Go locations with plans to unify the network under the Maverik name, bringing an end to the 49-year-old brand that became known for its risqué moniker.
“While we are committed to this vision, we are approaching it carefully on a market-by-market basis to ensure a seamless customer experience before finalizing each state’s rebrand,” a Maverik spokesperson shared. However, Maverik did not specify when the Kum & Go brand will be fully phased out.
Founded in Iowa in 1959 by Bill Krause and his father-in-law, T.S. Gentle, as Hampton Oil Co., the company expanded across the Midwest before changing its name to Kum & Go in 1975.
In a 1993 interview, Krause explained the origins of the name, saying that the “K” represented his own name, while the “G” represented Gentle’s.
They chose the name “Kum & Go” because it required fewer letters, making signage more affordable. Over time, the brand’s innuendo gained it a unique reputation.
“I can either bristle and be offended, or appreciate that 100,000 people visit Kum & Go daily,” Krause said at the time. He passed away in 2013.
Though primarily regional, Kum & Go has occasionally attracted national attention. Branded merchandise bearing its name gained wide popularity after Johnny Knoxville sported a Kum & Go T-shirt in the “Jackass” movie sequel.
Kum & Go operates 400 locations across 13 states in the Midwest and South.
With Maverik’s acquisition, the combined company now has about 800 locations, making it the 12th largest gas station and convenience store chain in the United States.