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    Quick Chek Toasts New Prototype

    Southern New York store is the first to feature chain's new branding; more to come.

    By Linda Lisanti

    LAKE KATRINE, N.Y. -- Quick Chek, a family-operated c-store chain with more than 100 locations in New Jersey and southern New York, celebrated the grand opening of a new prototype store that's the first to feature the chain's new brand positioning.

    Quick Chek President and CEO Dean Durling, along with several other company executives, store employees, local officials and community members, gathered at the new 7,260-square-foot store in Lake Katrine, N.Y., last Wednesday to mark the occasion with a traditional Quick Chek Coffee Toast ceremony.

    Displayed prominently throughout the site is the chain's new logo -- a bright, lime green-colored "Q" with a tail shaped like a dark green leaf, representing the company's commitment to delivering fresh food products in an elevated foodservice experience.

    This store -- Quick Chek's third in the Empire State -- is also the first to include the retailer's new private-label packaging, as well as advertisements and point-of-purchase materials that feature the chain's new logo and tagline, "Get Fresh. Go Fast."

    In an interview with CSNews Online at the grand opening, Durling said the new store prototype and brand positioning is another stage in Quick Chek's evolution.

    "This is not a revolution, but an evolution. I don't believe in revolutions. They're just disruptive," Durling said. "We've been in fresh foods for a long time. As we grow the company, we're looking now at what's the next level and it's fresh convenience. So, when you walk into this store, you see the emphasis is all about fresh food, our famous, guaranteed fresh coffee, the fresh deli, fresh bakery case. We want to continue to be what we would call a fresh convenience marketer."

    The new location, which company officials said will serve as a template for all future new builds and remodels, includes a coffee bar, sub shop, soup bar, bakery items made fresh every day, a no fee ATM center, 20 fueling stations and a car wash.

    To promote the store's opening, Quick Chek will donate 25 cents for every sub, sandwich and wrap sold to Ulster Hose Company No. 5, from May 28 to June 24.

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