Cumberland Farms' New Concept Store

The newly opened Cumberland Farms convenience store on the highly travelled Route 6 here looks like no other of its kind. Gone are the blue and orange accents that have graced the chain’s stores for so many years. Instead, as a symbol of all that is new and different about this prototype store, a green and blue Cumberland Farms logo stands tall above the store entrance and on forecourt signs.

"Obviously there’s a lot of heritage in our logo, it’s been around for almost 70 years, and we wanted to be careful to pay it the respect it deserves," Ari Hasetoes, president of the Canton, Mass.-based convenience chain, told CSNews Online at the store’s grand opening ceremony last Friday. "But we also wanted to be able to morph ourselves into a new generation and communicate to customers that we’re not just about packaged beverages or milk anymore, we’re about fresh foods.

"The iconic tree symbol is now green, and has changed to resemble a sprout with leaves that is encircled by a ring of dots that grow larger as they move clockwise. Below that, the word “Cumberland” is blue, and the word "Farms" is green."It’s not just a logo, that logo will only adorn stores that have received the new fresh products and the new coffee and fountain offer," he said. "That really exemplifies and communicates what we are about now, which is fresh products, that’s why we introduced green into it."Heralded by the company as a new definition of convenience store, its offerings are based on fresh prepared foods and foodservice. In fact, using the cashier counter as a divider -- it is placed in the middle of the store’s back wall -- the left half of the store is dedicated to foodservice, while the right is the more traditional convenience items.

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