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    Quick Chek's Latest Unit Showcases New Brand

    The store, opening July 1, shows the fullest rendering yet of the operator's private label revamp.

    The latest store to be opened by Quick Chek, a chain of over 100 tiny food stores in New Jersey and Southern New York, will fully incorporate the company's recently unveiled new brand when it bows July 1 in Hillsborough, N.J.

    Quick Chek's new branding consists of private-label packaging, as well as advertisements and point-of-purchase materials that feature the chain's new logo - a lime-green "Q" with a tail resembling a dark-green leaf -- and tagline, "Get Fresh. Go Fast." The first such store opened last month in Lake Katrine, N.Y.

    The new location will also offer a coffee bar, sub shop, soup bar, bakery items made fresh every day; a no-fee ATM center, and 20 fueling stations.

    The 5,000-square-foot store will open the day after a celebratory Quick Chek Coffee Toast ceremony. Known for its 20-minute freshness guarantee, Quick Chek's coffee is made from a select blend of beans and is also the official coffee of the New Jersey Devils, the company said.

    Additionally, to promote the opening of the store, during its first 30 days in business, from July 1 to August 1, Quick Chek will donate 25 cents for every sub, sandwich, and wrap sold to the Hillsborough Rescue Squad.

    Whitehouse Station, N.J.-based Quick Chek's retail locations include 12 pharmacies and 15 locations with fuel.

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