MA, RI Convenience Store Chain To Rebrand As Cumberland Farms

MASSACHUSETTS — Neon Marketplace will serve its last brick oven pizza in the near future, as the company that was once branded as an elevated gas station experience will be rebranded as Cumberland Farms.

EG America has signed an agreement with Neon Marketplace to lease nine retail sites in Massachusetts and Rhode Island, effectively eliminating the Neon Marketplace presence in the region.

As part of the agreement, EG America is leasing six retail locations in Rhode Island, including Portsmouth, Middletown, Warwick, N. Providence, East Greenwich and Providence; and three in Massachusetts, including Seekonk, Freetown and Quincy.

The sites, all built between 2020 and 2023, feature contemporary designs, EV charging stations and drive-thrus, something officials said complements the company’s existing stores and add extra value and convenience for guests on the go.

“Expanding EG America’s network of stores and reinforcing the Cumberland Farms brand aligns with our long-term business objectives and supports our commitment to strategic growth, enhanced guest service, and market leadership across the region,” said Russ Colaco, CEO of EG Group. “We look forward to welcoming the current team members of these stores to EG America and continuing to deliver the exceptional value, offers, and convenience our guests have come to expect.”

Each site will be rebranded to Cumberland Farms in the coming weeks and receive support from EG America’s distribution and culinary centers located at the company’s headquarters in Westborough, MA.

“This agreement reflects the strength of what we have built at Neon Marketplace. EG America’s interest in these sites is a testament to the quality of our stores, our teams, and our commitment to operational excellence,” said Adi Dhandhania, CEO of Neon Marketplace. “We are proud that these locations will continue to serve guests and local communities, and we are confident they will bring long-term value to EG America’s growing portfolio.”