Midwestern chain Kum & Go is elevating the c-store experience from the traditional grab-and-go to destination retail with a new Marketplace Concept 

Published July 201 6 Design Retail Magazine & Designretailonline.com - by Jenny S. Rebholz
Photos courtesy of Kum & Go

When you think convenience store, do you think LEED-certified building, fresh good, warm and inviting interior, and growler bars? Nope.  Well Kum & Go is trying to change that mindset with a new store concept - a market prototype dubbed Kum & Go Marketplace - that is setting a new standard for the c-store sector.

Best Original Store Design Winner 2016: Convenience Store New

Winner: Kum & Go LC, Johnston, Iowa
Designer: CBX & BRR Architecture

The debut location of Kum & Go's new Marketplace store prototype boasts a brand-centric, stylish design with upscale features that benefit customers and store associates alike.

Designed to be a physical representation of Kum & Go's brand promise, "Where & Means More," ampersands appear as surprising accents throughout the Johnston, Iowa, store. This includes on door handles, hanging from the open kitchen ceiling, and even an 8-foot-tall ampersand sculpture outside the store that is a "love letter" to the city of Johnston.

Foodservice was a major focus during the design process. The expanded, open food preparation area is the centerpiece of the 6,200-square-foot store and captures guests’ attention from the moment they step inside. Customers can enjoy an elevated food experience with Kum & Go's Go Fresh Market, which features new salads, made-to-order sandwiches, pastries, pizza and more. Associates face customers while preparing food in the clearly visible workspace, and a personal touch is added when they serve pizza directly to customers.

The store also has built-in open coolers and warmers, along with a roller grill that is recessed into the countertop, to decrease visual clutter. Beer aficionados can visit both the 300-square-foot beer cave, and the Growler Station that features fresh beer on tap.

With Marketplace, Kum & Go also makes a point of offering customers more than they expect from a convenience store in the form of: freshly baked bread; indoor and outdoor seating; complimentary Wi-Fi and charging stations; and an express checkout for peak times.