WHITEHOUSE STATION, N.J. — A new logo, redesigned private-label packaging and an enhanced website are all part of a brand repositioning initiative launched by Quik Chek here yesterday. Shaped like a bright lime-green letter “Q” that has a tail shaped like a dark green leaf, the logo is designed to represent the 100-store chain’s commitment to delivering a quality assortment of fresh food products, according to Quik Chek. The convenience store is announcing its new brand with advertisements, point-of-purchase materials and store-brand product packaging that features the new logo and the tagline “Get Fresh. Go Fast.” Quik Chek’s redesigned website includes new features like nutritional product information, coupons, a gas price checker and the “Create Your Own Coffee Concoction” interactive feature. “We have always prided ourselves on delivering superior customer service coupled with a quality foodservice experience,” said Dean Durling, president and chief executive officer of Quik Chek, in a statement. “Not only are these two elements responsible for Quick Chek’s success, but they are the core values in 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.”

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