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    New Accent on Fresh for Quick Chek

    New brand positioning for the c-store chain encompasses private label packaging, an improved online presence, and a new look.

    Quick Chek, a chain of over 100 convenience stores in New Jersey and southern New York, yesterday introduced new brand positioning, including a logo, private label product packaging, and an enhanced Web site.

    Its new logo, a bright, lime-green "Q" with tail shaped like a dark green leaf, stands for the company's commitment to offering a quality assortment of fresh foods, in addition to superior service.

    "From the moment our customers walk in the door, they know we're different," said Quick Chek president and c.e.o. Dean Durling. "We have always prided ourselves on delivering superior customer service, coupled with a quality food service experience. Not only are these two elements responsible for Quick Chek's success, but they are the core values [on] 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."

    The brand unveiling was accompanied by advertisements, point-of-purchase materials and private label product packaging in store featuring the new logo and a new tagline, "Get Fresh. Go Fast."

    The company's overhauled Web site now features such elements as nutritional product information, product coupons, a gas price checker, and the "Create Your Own Coffee Concoction" interactive feature.

    A new mascot, known as "Q," will also make appearances at store events throughout the year.

    The brand introduction will continue with the rollout of a prototype store in Ulster, N.Y., scheduled for mid-May, followed by the renovations of other Quick Chek locations.

    The company worked with New York brand strategy and design consultancy Lippincott and Lambertville, N.J.-based marketing communications firm Oxford to develop its new brand positioning.

    Whitehouse Station, N.J.-based Quick Chek's retail locations include 12 pharmacy stores and 14 locations with fuel.

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