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WHITEHOUSE STATION, N.J. -- Quick Chek, a family-operated chain of more than 100 convenience store locations in New Jersey and southern New York, launched a new brand positioning yesterday, complete with a logo, private-label packaging and an enhanced Web site, the company stated.
The new logo features a bright, lime green-colored "Q" with tail shaped like a dark green leaf, which represents the company's commitment to delivering a quality assortment of fresh food products in an elevated foodservice experience, the company stated.
"From the moment our customers walk in the door, they know we're different," Dean Durling, president and CEO of Quick Chek, said in a statement. "We have always prided ourselves on delivering superior customer service coupled with a quality foodservice experience. Not only are these two elements responsible for Quick Chek's success, but they are the core values in which we will continue to build and enhance, to innovatively and effectively meet the changing needs of our customers. Our new brand launch is designed to communicate this steadfast commitment."
Marketing around the new positioning includes advertisements, point-of-purchase materials and private-label product packaging featuring the new logo and tagline, "Get Fresh. Go Fast." A redesigned Web site with new features -- including nutritional product information, product coupons, a gas price checker and an interactive "Create Your Own Coffee Concoction" -- also launched yesterday.
The new brand will also be carried over with the unveiling of a new prototype store in Ulster, N.Y., which is slated for mid-May, according to the company. In addition, the Quick Chek chain of more than 100 locations will also undergo physical renovations that reflect the new brand positioning during the next five years, the company stated.
Moreover, the company's new mascot, named simply "Q," will greet customers at store events and special happenings throughout the year.
The new brand positioning, logo and private label product program were developed by New York-based brand strategy and design consultancy Lippincott, while the company's private label product packaging treatment, redesigned Web site, mascot, advertising campaign and point-of-purchase materials were developed by marketing communications firm Oxford Communications, located in Lambertville, N.J.
In other Quick Chek news, a newly renovated store debuted in Linden, N.J. The event, complete with a ribbon cutting ceremony and Quick Chek Coffee toast, was attended by Linden Quick Chek Store Leader Tina Tharaldsen; Dean Durling, Quick Chek's president and chief executive officer; and Mayor Richard Gerbounka.
As a way to give back to the community, the chain will donate $0.25 for every sub, sandwich and wrap sold until May 2, 2008 to the Linden Fire Department.