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    Quik-Sav Convenience Chain Rebrands

    The 25-store chain will now be known as Beacon & Bridge.

    FLUSHING, Mich. -- The Quik-Sav convenience chain, a 25-unit company based here, has taken a turn toward its local community, bringing in area products and rebranding the chain to Beacon & Bridge Market -- an allusion to the area's numerous lighthouses and the Mackinac Bridge, the Flint Journal reported.

    "Quik-Sav is no more," Erik Eastman, vice president of merchandising and marketing, told the paper. The name is a reference to Michigan, as the state has the most lighthouses, and to its iconic Mackinac Bridge, Eastman added.

    The new image was tested earlier this year at the Swartz Creek, Mich., store, which was razed and rebuilt with the Beacon & Bridge Market name. It was designed to create an emotional connection with customers, the report stated.

    "We're speaking to people, we're not speaking at them," Eastman said of the signage that bears the new name, along with images of lighthouses and a suspension bridge, which can be found inside and outside of stores.

    As part of the rebranding, the chain will have a renewed focus on Michigan-area goods, such as Detroit-made Faygo soda and Better Made potato chips; Kar's Nuts of Madison Heights, Mich.; Bangor, Mich.-based Freestone Pickles; Pioneer Sugar of Bay City, Mich.; Battle Creek, Mich. Kellogg's cereal; Bar's Leak of Holly, Mich.; Auntie Em's doughnuts in Lansing, Mich.; and Flint, Mich.-based Country Fresh dairy products, according to the report.

    "We searched out Michigan-made products," Eastman said.

    In addition, the chain offers private-label items, including sandwiches and flavored popcorn, which are made and distributed from its Montrose, Mich., commissary. The chain's fresh-brewed coffee is an exclusive blend from Mount Morris Township, Mich.-based Coffee Beanery, while its private-label jerky is made in the state, along with its proprietary bread, baked for the company by Milano Bakery of Detroit, Eastman told the paper. Even the chain's travel coffee mugs sport the Beacon & Bridge name, the report stated.

    Outside the store, its gas islands carry the Beacon & Bridge banner, a departure from the BP brand that was associated with the Quik-Sav brand, which was a catalyst for the reimaging, Eastman told the Journal.

    The hunt for more Michigan-made products continues, Eastman told the paper, adding that he invites manufacturers of convenience products to contact him.

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