The new menu features a range of “off-the-hook” options for breakfast, lunch, dinner and snacks. | Circle K

Alimentation Couche-Tard’s Circle K convenience-store brand is collaborating with chef and TV personality Guy Fieri to bring 11 of Fieri’s new Flavortown-inspired breakfast, lunch and dinner items to participating Circle K and Holiday Stationstores locations, with the first regional launch beginning this September.

Fieri is a chef, restaurateur and Emmy award-winning host of the Food Network shows Diners, Drive-Ins & Dives and Guy’s Grocery Games.

The new menu features a range of “off-the-hook” options for breakfast, lunch, dinner and snacks, available first across participating Circle K and Holiday Stationstores locations in 10 states: Alaska, Idaho, Michigan, Minnesota, Montana, North Dakota, South Dakota, Washington, Wisconsin and Wyoming. 

“Flavortown is as much a lifestyle as it is a place so when it comes to great food and flavor, it’s all about finding it wherever you are,” said Fieri. “Starting now, together with Circle K, I’m bringing my Flavortown foods to your corner store, your highway stop and everywhere in between.” 

The Circle K Flavortown menu includes: 

Mac N’ Cheese Burger: A beef patty topped with bacon, macaroni and cheese and jalapeño American cheese. 

Sweet Heat Fried Chicken & Waffle Sandwich: A spicy breaded chicken sandwich with jalapeño American cheese, served between two waffles. 

Denver Omelet on a Cheddar Bun Sandwich: A cheddar bun filled with egg, ham and cheese. 

Candy Chaos Cookie: A mix of candy pieces, chocolate chips, potato chips, peanut butter chips, pecans and pretzels.

“Our customers are looking for more from their convenience-store experience, and we’re answering that call by partnering with Guy Fieri to bring his iconic Flavortown creations to Circle K. This collaboration is about redefining what people can expect from convenience-store food, demonstrating our commitment to innovation and listening directly to our customers’ cravings for high-quality, flavorful options on the go,” said Gary Brant, vice president North American food service at Circle K, in announcing the partnership.

“We are just super excited to be able to partner with Guy Fieri and access his energy and his social media presence and his resonance with consumers,” Alex Miller, president and CEO of Circle K parent Alimentation Couche-Tard, said on the company’s quarterly earnings call on Wednesday. “We needed to reset. We needed to come back. We needed to get our operational execution to a level that we felt like, hey, when we launch this differentiating program, we're ready. And we feel we've reached that time.”

He added that it is not a short-term relationship.

“We fully plan to launch it across our U.S. portfolio,” he said. “We are starting in those 10 states because that is our Northern Tier business unit, historically from Holiday [Stationstores] that have over a 20-year food history. They have over 20% food conversion or food penetration. They have a deeply entrenched culture and food. And I can tell you [the team is] pumped to roll this partnership out with Guy Fieri and his 11 Flavortown products. So we're excited. We think we're ready to gain additional awareness of our food programs and what we can bring. We believe this will give us some additional energy and recognition in the food space.”

Fieri’s businesses include more than 80 restaurants worldwide, Hunt & Ryde vineyard, Santo tequila and Knuckle Sandwich cigars.

Laval, Quebec-based Couche-Tard operates in 29 countries and territories, with nearly17,300 stores, of which approximately 13,200 offer road transportation fuel. Under the Circle K, Holiday Stationstores and GetGo banners, it is one of the largest convenience-store operators in the United States.

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news  foodservice 

Greg Lindenberg has been covering convenience-store news and writing about the c-store and gas station industries for more than a quarter of a century. He specializes in mergers-and-acquisitions (M&A) news.

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