Product Innovator: Maverik

Maverik store

Your eyes aren’t deceiving you—that is a pine tree inside a c-store. And a kayaker hanging from the ceiling. And a snowboarder over the cold vault. Maverik stores have long been Adventure’s First Stop, but this North Salt Lake, Utah-based chain is bringing that mantra to life in its new store design. Aaron Simpson, vice president of customer fanatics for the retailer, says, “When you walk into a Maverik, you don’t walk into a store—you are walking into the great outdoors.” Simpson takes us on a tour of the new store concept.

Maverik store

“Our brand lens (Adventure’s First Stop) influences all of our decisions, and we put these decisions through that lens. The vision we developed that ultimately inspired the new store design uses words like ‘blaze the trail,’ ‘feed your adventure’ and ‘food you crave.’ ”

Maverik employees

“Also, one of our brand philosophies in-store is: Show them, don’t tell them. As we designed the new store, our theming was really important to help showcase those foodservice destinations [such as] Bonfire Grill.”

Maverik store

“In our old store format, the customer service area made it difficult for customers to move from one side of the store to the other. Our new store removes that barrier.”

Maverik store

“We lowered our gondola displays to 5 feet so customers could easily see across all of our stores. We eliminated the clutter, especially in the older, smaller stores. We have continued to remodel our older stores, updating brand theming and highlighting those food destinations.”

Maverik store

“As we visited several locations, we actually stood in the doorway and adopted the perspective of a customer walking in. We discovered that we needed to focus the customers’ attention on categories we really wanted them to notice: prepared food, fountain, coffee and packaged beverages."

Photos by Braydon Ball