Mac's Convenience Stores
Encyclopedia
Mac's Convenience Stores, Inc. is a chain of convenience store
s in Canada
. The Company is divided into three geographic business units: Eastern Canada, Central Canada and Western Canada. It has been owned and operated by Alimentation Couche-Tard
since 1999.
on April 4, 1962 by Kenneth and Carl McGowen. The name was changed to Mac's Convenience Stores Limited on May 7, 1975. On July 5, 1963, Silverwood Dairies Limited acquired 40% of the shares of Mac's Milk Limited, and increased its holding to 80% on March 29, 1968, and 100% on January 12, 1972.
In 1971, 18 convenience stores operating under the "Little Z Convenience Stores" banner were purchased from Zehrs Markets
. In 1974, thirteen Mini-Mart convenience stores in Vancouver
were purchased from a subsidiary of the Weston
organization. Also in 1974, seven Starlite Variety Stores operating in Windsor
were purchased. In 1976, shares of Royal Oak Dairy were purchased by Silverwood Dairies Limited, including operations of convenience stores under the Bantam and Astro names.
In 1994, most Mac's stores in Quebec were sold to Couche-Tard (which bought Mac's in 1999), rebranding Mac's stores in Quebec as Dépan-Escompte Couche-Tard.
Silcorp, the parent company of Mac's, acquired 163 Southern Ontario
stores, and assets of rival Becker's
in November, 1996. On April 14, 1999, Silcorp shares (including the Mac's and Becker's brands), were purchased by Alimentation Couche-Tard Inc. Mac's dropped its longtime cat logo with a cat, and replaced it with Couche-Tard's owl logo.
In May 2006, Mac's introduced a memorable advertising
campaign for their Froster
beverage. The campaign centred on the Whack flavour and used double entendre
s involving the word, such as "I think I could have a Whack every day if I could", and humorously censored "Whack
" in the commercials.
In May 2007, Mac's introduced a controversial advertising campaign for their new WTF Froster beverage. Targeting primarily net savvy teenage boys, the campaign included posters and a series of viral internet video ads. The controversy stemmed from the use of the WTF internet slang
acronym ("what the fuck"), a poster of a nun and goat bowing in the presence of a cup of WTF and video ads portraying sexual innuendo and bizarre or questionable conduct. In response Mac's pulled the more controversial ads and has stated that it intended WTF to refer to "What's the flavour?"
Mac's stores sell Seattle's Best
brewed coffee in Western Canada, and A.L. Van Houtte coffee
in Quebec, and in Ontario, under the banner name of Sunshine Joe.
The original mascot
for Mac's was a cat named MacIntosh wearing a tam o'shanter and a kilt
, holding a jug of milk. Following Mac's acquisition by Couche-Tard In 1999, it was changed to the winking owl named Hibou (seen above), which was the mascot for the Winks chain of convenience stores and gas stations.
Convenience store
A convenience store, corner store, corner shop, commonly called a bodega in Spanish-speaking areas of the United States, is a small store or shop in a built up area that stocks a range of everyday items such as groceries, toiletries, alcoholic and soft drinks, and may also offer money order and...
s in Canada
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
. The Company is divided into three geographic business units: Eastern Canada, Central Canada and Western Canada. It has been owned and operated by Alimentation Couche-Tard
Alimentation Couche-Tard
Alimentation Couche-Tard Inc. or simply Couche-Tard is one of the largest company-owned convenience store operators in the world with up to 6,000 stores across Canada, the United States, Mexico, Japan, China, Indonesia and Guam....
since 1999.
History
Mac's Milk Limited was incorporated in OntarioOntario
Ontario is a province of Canada, located in east-central Canada. It is Canada's most populous province and second largest in total area. It is home to the nation's most populous city, Toronto, and the nation's capital, Ottawa....
on April 4, 1962 by Kenneth and Carl McGowen. The name was changed to Mac's Convenience Stores Limited on May 7, 1975. On July 5, 1963, Silverwood Dairies Limited acquired 40% of the shares of Mac's Milk Limited, and increased its holding to 80% on March 29, 1968, and 100% on January 12, 1972.
Zehrs Markets
Zehrs Markets, or simply Zehrs, is a chain of grocery stores located in southern Ontario, Canada. The chain consists of 43 locations and is a part of Loblaw Companies Limited. The first store was established by Emory Zehr and his sons in Kitchener in 1950...
. In 1974, thirteen Mini-Mart convenience stores in Vancouver
Vancouver
Vancouver is a coastal seaport city on the mainland of British Columbia, Canada. It is the hub of Greater Vancouver, which, with over 2.3 million residents, is the third most populous metropolitan area in the country,...
were purchased from a subsidiary of the Weston
Weston
There are many places called Weston:-Australia:* Weston, Australian Capital Territory* Weston Creek, Canberra* Weston Park, Canberra* Weston, New South Wales, a suburb of the City of Cessnock-Canada:* Weston, Nova Scotia* Weston, Ontario...
organization. Also in 1974, seven Starlite Variety Stores operating in Windsor
Windsor, Ontario
Windsor is the southernmost city in Canada and is located in Southwestern Ontario at the western end of the heavily populated Quebec City – Windsor Corridor. It is within Essex County, Ontario, although administratively separated from the county government. Separated by the Detroit River, Windsor...
were purchased. In 1976, shares of Royal Oak Dairy were purchased by Silverwood Dairies Limited, including operations of convenience stores under the Bantam and Astro names.
In 1994, most Mac's stores in Quebec were sold to Couche-Tard (which bought Mac's in 1999), rebranding Mac's stores in Quebec as Dépan-Escompte Couche-Tard.
Silcorp, the parent company of Mac's, acquired 163 Southern Ontario
Southern Ontario
Southern Ontario is a region of the province of Ontario, Canada that lies south of the French River and Algonquin Park. Depending on the inclusion of the Parry Sound and Muskoka districts, its surface area would cover between 14 to 15% of the province. It is the southernmost region of...
stores, and assets of rival Becker's
Becker's
Becker Milk Co. Ltd. is a real estate investment company, best known for its former dairy and conveniece store businesses. Becker Milk Company was founded in 1957 in Toronto.-Convenience Stores:...
in November, 1996. On April 14, 1999, Silcorp shares (including the Mac's and Becker's brands), were purchased by Alimentation Couche-Tard Inc. Mac's dropped its longtime cat logo with a cat, and replaced it with Couche-Tard's owl logo.
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
campaign for their Froster
Froster
Froster is a brand of iced frozen carbonated beverage sold at Mac's Convenience Stores in Canada and Circle K in the United States.- Marketing :...
beverage. The campaign centred on the Whack flavour and used double entendre
Double entendre
A double entendre or adianoeta is a figure of speech in which a spoken phrase is devised to be understood in either of two ways. Often the first meaning is straightforward, while the second meaning is less so: often risqué or ironic....
s involving the word, such as "I think I could have a Whack every day if I could", and humorously censored "Whack
Masturbation
Masturbation refers to sexual stimulation of a person's own genitals, usually to the point of orgasm. The stimulation can be performed manually, by use of objects or tools, or by some combination of these methods. Masturbation is a common form of autoeroticism...
" in the commercials.
In May 2007, Mac's introduced a controversial advertising campaign for their new WTF Froster beverage. Targeting primarily net savvy teenage boys, the campaign included posters and a series of viral internet video ads. The controversy stemmed from the use of the WTF internet slang
Internet slang
Internet slang is a type of slang that Internet users have popularized, and in many cases, have coined. Such terms often originate with the purpose of saving keystrokes. Many people use the same abbreviations in texting and instant messaging, and social networking websites...
acronym ("what the fuck"), a poster of a nun and goat bowing in the presence of a cup of WTF and video ads portraying sexual innuendo and bizarre or questionable conduct. In response Mac's pulled the more controversial ads and has stated that it intended WTF to refer to "What's the flavour?"
Mac's stores sell Seattle's Best
Seattle's Best Coffee
Seattle's Best Coffee, a wholly owned subsidiary of Starbucks, is a specialty coffee retailer and wholesaler based in Seattle, Washington.Seattle's Best Coffee has retail stores and grocery sub-stores in 20 states and provinces and the District of Columbia. Sub-stores can also be found within many...
brewed coffee in Western Canada, and A.L. Van Houtte coffee
Van Houtte
Van Houtte Inc. is a company based in Montreal, Quebec, Canada that processes, distributes and sells coffee and related products.French-born Albert-Louis Van Houtte emigrated to Canada in 1912. After the First World War made his attempt at a horse importing business unsustainable, he turned to...
in Quebec, and in Ontario, under the banner name of Sunshine Joe.
Mascot
Mascot
The term mascot – defined as a term for any person, animal, or object thought to bring luck – colloquially includes anything used to represent a group with a common public identity, such as a school, professional sports team, society, military unit, or brand name...
for Mac's was a cat named MacIntosh wearing a tam o'shanter and a kilt
Kilt
The kilt is a knee-length garment with pleats at the rear, originating in the traditional dress of men and boys in the Scottish Highlands of the 16th century. Since the 19th century it has become associated with the wider culture of Scotland in general, or with Celtic heritage even more broadly...
, holding a jug of milk. Following Mac's acquisition by Couche-Tard In 1999, it was changed to the winking owl named Hibou (seen above), which was the mascot for the Winks chain of convenience stores and gas stations.