Mid-Atlantic Convenience Stores (MACS) has announced a new retail branding strategy that positions it as the exclusive developer for the Circle K brand in four regions: Delaware, the District of Columbia, Maryland and Virginia.

Richmond-based MACS’ network currently comprised of about 300 company-owned and dealer-operated retail locations throughout Virginia and Maryland, which operates under various brands, such as Uppy’s, Tiger Mart and On the Run.

With this announcement, MACS will begin converting its 71 company-owned retail locations to Circle K banner – the first wave of a comprehensive Circle K brand platform that will span the entire mid-Atlantic region.

MACS chief executive Dan Pastor said this partnership, which brings Circle K to the area for the first time, will allow MACS to invest millions of dollars in store remodels and branding throughout the region.

"With months of strategic planning under our belt, we expect growth in sales and jobs as a result of this strategic decision," Pastor added.

"This is a unique arrangement that provides compelling value to both of our organizations: MACS will build a strong brand presence leveraging Circle K’s assets while retaining autonomy to operate, market and merchandise locally in our region."

The latest deal will also provide significant opportunity for independent convenience store dealers in the region who wish to become a Circle K brand franchisee.

In addition, the Circle K brand will bring proprietary products and programs to the region that will offer customers better experience in premium coffee, dispensed beverages and roller grill products.

Circle K franchising vice president Dennis Tewell said there are more than 3,400 Circle K’s in the US, but this will be the first footprint of the Circle K brand in the mid-Atlantic region of the country.

"This announcement is just the beginning," Gaskins added.

Circle K is a division of Canadian convenience store chain Alimentation Couche-Tard, which had a network of 5,817 convenience stores, 4,225 of which include motor fuel dispensing.