WESTBOROUGH, Mass.—EG Group’s 113 Tom Thumb locations in Alabama and Florida will shift to the Cumberland Farms brand starting in May under a $50 million two-year project the convenience retailer announced today as part of its move to leverage the Cumberland Farms banner to fuel growth.

“We are excited to embark on this rebrand and position EG America for continued growth within the industry,” said George Fournier, president of EG America. “Completion of this project will not only benefit us financially, but will, more importantly, offer an enhanced experience for both our guests and team members,” he said.

EG America plans to update and refresh the Tom Thumb stores with the Cumberland Farms latest design, layout and equipment and also will introduce expanded foodservice offerings, including a new fried chicken concept, a variety of hot grab-and-go food options as well as its premium Farmhouse Blend coffee.

The decision to convert Tom Thumb stores to the Cumberland Farms banner is the latest move for EG America to optimize its locations while, at the same time, continuing to grow through new store builds and acquisitions.

EG America, a subsidiary of EG Group, operates more than 1,700 locations across 10 brands throughout the USA—Cumberland Farms, Certified Oil, Fastrac Café, KwikShop, Loaf 'N Jug, Minit Mart, QuikStop, Sprint Food Stores, Tom Thumb and Turkey Hill.

EG Group took a data-driven approach with an in-depth analysis of several factors including affinity to the Tom Thumb brand and competition to drive the decision to rebrand. The move will allow for full name and branding ownership over each location and drive commitment to the surrounding market.

The rebranding effort, expected to begin in May, will take 18 to 24 months to complete. EG America said the rebrand will not impact employment of current Tom Thumb team members, who will remain employed under the Cumberland Farms brand.