Jacksons did not operate in California at all.kr.abs.swy wrote: ↑April 25th, 2021, 7:44 pm I noticed today in the local ExtraMile/Jackson's that almost all of the store-brand goods are back to Jackson's. This is a store in Oregon. For a while they seemed to be trying reasonably hard to transition everything from Jackson's to ExtraMile. Today the only ExtraMile-brand goods I saw were mugs and bottles of water. There were dozens of Jackson's brand SKUs (candies, packaged pastries, antifreeze, coffee, etc.).
I still don't understand why they wanted to create a second brand in Boise where the Jackson's name is well known and dominates the market. From a marketing standpoint, it doesn't make sense to me. Just as an example, they bought naming rights for the basketball arena at Boise State, which is now called ExtraMile Arena. They are spending millions that do absolutely nothing to build brand awareness for the dozens of Jackson's Shell stores in the area. They have introduced a new brand into some new geographies where it just doesn't have any meaning. The alliance probably made some sense in California. I don't think it did in Idaho.
The reason Jacksons uses the Extra Mile name is because they had to use it in order to get Chevron to go along with the joint venture thing. Also they are hoping to sell franchises in Idaho and using their name on the locations and that stadium branding will somehow help market the brand Extra Mile. We will see how their franchise program goes.
I am with you- I think Jacksons has a good name and runs a good store. These Jacksons Extra Mile sites are just as good as a regular Jacksons (much better than the CA Extra Miles are- larger mix, more options, and lower prices). I did not really think it made a whole lot of sense to shift a number of locations to Extra Mile. But as you point out it is basically the sign out front and inside everything is still Jacksons. Nothing has changed.