High’s Undergoes Brand Revitalization
Ideas 2 Go showcases how Maryland-based High’s is transforming the customer experience.
Feb 03, 2020
ALEXANDRIA, Va.—A few years ago, convenience retailer High’s embarked on a revitalization and reimaging journey to create a food-first focus for its customers.
Founded in 1928, High’s was initially an ice-cream store chain that grew rapidly throughout the Mid-Atlantic states. At one time there were more than 500 locations, making High’s the largest ice-cream store chain in the world. In 2012, Carroll Independent Fuel Company acquired High’s and began to build off the strong brand that was recognized within the community.
Today, High’s is continuing its brand transformation across its 49 stores throughout Maryland.
“We began this journey back in 2017 after attending the NACS Show,” said Brad Chivington, senior vice president of High’s, in the NACS Ideas 2 Go video, Revitalizing the Brand.
“The process we used in coming up with the design was to start from the outside, first from curb appeal, ample parking, and inviting—not to look like a typical convenience store box,” he explained, noting that the high archways, lighting and images are meant to convey that the store is focused on fresh, quality food.
At the same time, the company wanted to stay connected to its heritage. “I think by embracing our past and the heritage of High’s—the dairy and the ice cream business—there’s a history there. It was fresh and it was quality product. So that transcends time to bring it into this day and age, and for the future,” Chivington said.
Featured in Ideas 2 Go is a flagship High’s location in Gambrills, Maryland, that incorporates the new branding and store design. The 4,800 square-foot store has 12 fueling points and offers a variety of convenience items, including High’s Heritage Ice Cream. The signature food offerings include High’s Fryers Chicken, hand-dipped ice cream, milk shakes and sundaes, breakfast and lunch sandwiches, fresh sandwiches and salads, pizza and a variety of hot and cold beverage offerings.
The NACS Ideas 2 Go program captures insights from convenience and fuel retailers who are creating innovative consumer experiences by staying ahead of the everchanging retail landscape. See more innovation from High’s in Ideas 2 Go.
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