Super Coups Acquires Yellow Jacket

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To better reach the Western United States, Super Coups, a leading co-op direct mail coupon company acquired Yellow Jacket Franchise Corp.'s franchise system yesterday.


The acquisition gives the company a larger presence in California, Las Vegas and Arizona. "We are very excited about the addition of the Yellow Jacket franchise owners. It is very important for our long-term growth strategy," according to Don McKenzie, president and CEO of Super Coups. "The most important market to expand distribution in is California."


As a result of the deal, Super Coups adds seven franchises in California as well as two in Arizona and one in Las Vegas.


Other acquisitions may be on the horizon. "We re continuing to look at other opportunities to grow our network," said McKenzie.


With the addition of Yellow Jacket, Super Coups now has 100 local franchise owners that distribute the co-op mailings to 450 franchise units. Each franchise unit consists of a block of 50,000 homes.


Co-op mailings generally consist of coupons from 20 to 25 local merchants that offer promotions and/or advertisements. Homes receive the mailings six to eight times a year.


Super Coups is the only co-op direct mail company that offers an online presence to businesses through an agreement with CoolSavings.com while also making television ad buys in local markets. It is a subsidiary of ADVO Inc., Windsor, CT.-Kenneth Hein
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