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Not just an arena: ExtraMile brand will start replacing some Jacksons stores

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In May, ExtraMile announced it would snag the naming rights to Taco Bell Arena.

Which many people responded to with… “what’s ExtraMile?”

Company founder John Jackson launched a joint venture with Chevron in 2018 that brought together his Jacksons-branded stations with the fuel giant’s ExtraMile-branded outlets, as well as a number of franchised stores. He now serves as chairman of ExtraMile as well as his duties at the companies that carry his name.

“We are over 850 sites now,” Jackson told BoiseDev earlier this year, touting growth of the new joint venture he oversees.

[Jacksons store adds facial recognition camera and door locks, no word on Boise area locations]

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Permits with the City of Boise and City of Meridian currently wind their way through the process. Chevron-branded stores will get a new paint job in hues of a pale pink – as well as new ExtraMile signage. A total of 63 locations will make the change.

ExtraMile president Paul Casadont told CS News earlier this year that some of the programs from the Jacksons side of the business would expand to ExtraMile.

“Jacksons has a really strong private label program, so it encouraged us to get stronger in it, which is good for our franchisees on the margin side of things,” Casadont said.

He also told CS News that some of the work Jacksons has done on the interiors of stores will make their way across ExtraMile locations.

With building and electrical permit applications in, transitions should start shortly.

Jacksons stores that sell Shell-branded fuel will remain unchanged. Local Chevron stations that do not currently carry the Jacksons brand will also not change.

Don Day
Don is the founder and editor of BoiseDev. He is a National Edward R. Murrow Award winner and a Stanford University John S. Knight Fellow.

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