Multibrand Circle K Travel Centers to Debut Soon

While many c-store chains are playing up their in-house food offerings (think Buc-ee’s Texas-style barbecue brisket sandwich and Wawa’s mac-and-cheese bowls), a Circle K franchisee is trying a different tactic: it’s teaming up with established fast-food chains to create so-called multibrand locations.

Here’s the specifics: Developer The Briad Group is building a 6,800-square-foot travel center in Binghampton, N.Y., that will be anchored on one end by a Circle K store, with two-adjoining brands side-by-side from it: a Wendy’s and a Dunkin’. Slated to open later this fall, the Circle K store will also offer Papa Johns pizza.

The same concept is also taking shape at a complex in Watertown, N.Y., that’s slated to debut next spring. And that’s just the start, as Briad said it expects to develop as many as 40 such locales as part of its long-term franchise development agreement with Circle K.

In its news release on the concept, Briad noted that such complexes will have fuel stations and two dedicated drive-thru lanes, one for each of the brands co-located there.

“Our goal is to create modern travel destinations that offer speed, convenience and great food options in one location, delivering a superior experience for travelers and the local community alike,” said Briad Group CEO Brad Honigfeld.

Headquartered in Livingston, N.J., entities operated by the company Honigfeld helms include franchises for Circle K, Wendy’s, Dunkin’, Jimmy John’s, Buffalo To Go (Inspire Brands), Papa Johns, Marriott and Hilton Hotels. In all, Briad has developed, operated, and managed more than 200 restaurants and built 40 hotel projects totaling 5,000-plus rooms with a total value of more than $2 billion.