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Open concept

Cumberland Farms brings ‘open concept’ to NH

Union Leader Correspondent

February 09. 2014 4:22PM
The renovated Cumberland Farms in Milton was designed to have a warmer, more welcoming feel. Through Feb. 26, the company will donate 10 cents for every Farmhouse Blend Coffee sold at this location to Milton Elementary School. (John Quinn Photo)

MILTON — Residents are seeing more of the new face of Cumberland Farms, which is redesigning many of its stores to provide a warmer, cozier feeling while offering oven-warmed pretzels, mozzarella sticks, pizza and other new items.

The convenience store, which sells gasoline at 569 White Mountain Highway/Route 125, kicked off a month-long fundraiser on Jan. 29 to help local students as part of its grand opening following renovations, which took about a month to complete.

Gwen Foreman, vice president of marketing for Cumberland Farms, said the company uses the fundraiser to promote the stores, but they’re also making an ongoing effort to help local children and students in the community.

Until Feb. 26, four weeks after the opening, for every hot Farmhouse Blend Coffee sold, the company will donate 10 cents to Milton Elementary School.

Foreman said the local store sold about 10,000 cups of hot beverages, including coffee, in December. She said there’s usually a bump in sales during the fundraising campaigns as word spreads around the community.

After studying convenience stores from other markets, Foreman said the company decided to offer different items, such as hot dogs, buffalo chicken tenders, bacon angus burgers, and turkey and ham paninis.

“New England tastes are different from the mid-Atlantic,” Foreman said, adding other items will be offered in the future.

Foreman said the new design, which was first used in 2009, is working well across the company’s area.

“We designed them to be warm and homey,” Foreman said, adding they tried to balance the use of light and space in the new designs.

Foreman said the company has completed renovations on 180 of its 600 stores, including ones in Boscawen, Concord, Epsom, Goffstown, Greenland, Keene, Laconia, Nashua, Plaistow, Rollinsford and three in Rochester (along Highland, Knight and North Main streets).

While the company intends to update most of its stores, including the 46 in New Hampshire, Foreman said some locations do not have enough space to use the new concept. She added not all of the new stores take part in a local fundraiser, depending on the market.

Foreman said the company is seeking permits to renovate stores in Epping, Portsmouth and another location in Nashua. They hope to have at least two of the stores finished by the end of September.

Cumberland Farms, which began in Massachusetts in 1939, has stores in 11 states, including Delaware, Florida, New Jersey, New York, Pennsylvania and all of New England.

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