A familiar name on the Hastings convenience store scene is getting a new look as the city's Holiday stations transition to Circle K. The change will bring updated signage, new rewards opportunities and expanded food and beverage options, but the company says customers can expect the same service they have come to know.
Circle K announced Oct. 6 that the Holiday locations on Vermillion Street and Point Douglas Drive are being rebranded as part of a broader effort to bring stores under the Circle K name. The transition is expected to be completed by mid-October, with both locations remaining open throughout the process.
For Hastings residents accustomed to stopping at Holiday for gas, coffee or a quick snack, the most noticeable changes will be the new exterior signage and fuel canopies. Interior graphics and other store features will also receive updates as the conversion moves forward.
Some of the changes may already be familiar to customers. The stores have introduced Circle K products and offerings, including the Guy Fieri Flavortown Menu, Polar Pops and Grab-and-Go Fresh Cases. The company says the rebranding will continue to expand the food and beverage options available to customers.
"We are excited to introduce the Circle K brand to the residents of Hastings while building on the strong foundation Holiday locations have established in the community," said Joannie Almjeld, vice president of operations for Circle K's Northern Tier Business Unit. "Hastings and the Holiday brand are synonymous with family, and Circle K will continue to honor that with friendly service and a commitment to making your days easier."
Although the Holiday name is disappearing from the Hastings locations, the two brands have been connected for nearly a decade. Circle K's parent company, Alimentation Couche-Tard, acquired Holiday in 2017 and has continued operating stores under the Holiday name throughout Minnesota and the Upper Midwest.
The company is now working to consolidate its stores under the Circle K brand, bringing a more consistent identity to locations across its network.
One of the biggest changes for regular customers involves the rewards program. Holiday Rewards has ended and has been replaced by Circle K's Inner Circle program, which offers savings and special promotions to participating customers.
The company says existing fuel discount programs associated with Cub, Coborn's, Luther Automotive, Menards and other partners will remain active despite the name change.
Circle K is also promoting additional fuel savings through Inner Circle. Members can qualify for discounts of up to $1 per gallon through their purchases and visits to participating stores.
"Our Inner Circle rewards program is built around one simple idea: every visit counts," said Rick Rasor, vice president of loyalty and digital experience at Circle K. "Members can unlock fuel savings of up to $1 per gallon just by stopping in for the things they already need, such as coffee and snacks or a fill-up. It's fast and free to join. To celebrate this new experience, fully registered Inner Circle members can enjoy a 5-cent fuel discount valid with every qualifying fill-up from now until October 31, 2026."
The additional five-cent discount is part of the company's introduction of the rewards program and is available to fully registered members on qualifying fuel purchases through the end of October.
The Hastings conversions are part of a much larger retail operation. Alimentation Couche-Tard operates nearly 17,300 stores across 27 countries and territories, including approximately 13,200 locations offering transportation fuel. The company operates under several retail brands, including Circle K and Couche-Tard, and employs approximately 149,500 people throughout its network.
For local customers, however, the changes will be much more visible at the neighborhood level. The familiar Holiday signs will be replaced by Circle K branding, while the company works to maintain the convenience and customer service that have made the Hastings locations regular stops for residents and travelers.
With the transition expected to wrap up by mid-October, Hastings drivers will soon see a different name above two familiar places to fuel up, grab a coffee or pick up something for the road.