Tuesday, March 17, 2009


In our continuing series on the businesses located in Franklin, this press release just came out featuring the Moseley Group.

Cumberland Farms, the well‐known convenience store throughout the Northeast, takes on a new look this week with the help of The Moseley Group, a leading food and beverage consulting firm in Franklin, Massachusetts.

The grand opening of Cumberland Farms’s new concept store Friday in Farmington, CT, celebrated the family‐owned company’s farm heritage with a new identity and décor package, and new made‐to‐order food offerings.

The Moseley Group was hired by Cumberland Farms a year ago to help reimage the 71‐year old company and reinvigorate the business model for its 600 stores in 11 states.

“We updated the concept with new identity, new décor, new food and new packaging,” said Tom Moseley, president. “Yet we were careful to remain true to the core of the brand. There is tremendous loyalty within the Cumberland Farms customer base, and we worked to extend the brand assets to reach new customers, too. It is not well known that Cumberland Farms is a family‐owned business in its third‐generation of leadership. We wanted to highlight this story to create a more personal connection between the stores and their customers, which we did through identity and packaging.”

The new identity includes a timeless expression of the company name, refined tree icon and new color palette; the elements work together to convey a commitment to freshness. Packaging design highlights the founding family, depicting images from circa 1930, and expresses the company’s principle commitment to good quality and value.

Moseley’s culinary team led the development of a new menu featuring hot flatbread, ciabatta and breakfast sandwiches. “This offering is what the New England convenience‐store customer is seeking – on‐trend flavor profiles delivered in a ready‐to‐eat format,” said Chris Milloff, managing partner. “Cumberland’s program is new for New England, and we expect they’ll see tremendous success with it.”

The new concept store features Merrychef accelerated ovens, which deliver sandwiches 10–15 times faster than conventional convection ovens, with perfectly toasted breads, caramelized meat flavors, and melted cheeses. Farmington, CT is the first reimaging of a Cumberland Farms store, to be followed by a store in Deep River, CT slated for opening later this month. The new design and culinary principles will be rolled out in many markets over the coming 18–24 months.
The Moseley Group is based in Franklin, MA.

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