Circle K TakeAway Cafe
CREATING A STORE
within A STORE
Cigarettes and beer—40% of Circle K’s sales—have been on the decline for the past 15 years. Every convenience store chain is feeling it. And Circle K decided to make a dramatic change by investing in food service.
By gradually redesigning their stores, they are now dedicating 50% of their footprint to food. But they aren’t known for food. Circle K realized they needed a compelling brand story with a big personality for the new TakeAway Cafe.
To have a unified, engaging brand, you first need a clear Brand Story—the framework from which all creative execution is launched. Leading the creative team, I crafted the brand story for Circle K's TakeAway Cafe.
The success of the TakeAway Cafe launch in the Southeast region led to the nationwide roll-out of the campaign—and the creation of a new, strong revenue stream for Circle K.
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