Dive Brief:
- TXB has revamped the foodservice operations at about a fifth of the convenience stores in its network, according to a Monday announcement.
- The overhaul includes bringing TXB’s made-to-order foodservice program to multiple locations in Texas, as well as adding quick-service restaurants to several other stores in the Lone Star State. It will also add the company’s private label items to these locations.
- TXB has placed foodservice at the forefront of its c-store operations for years — something that experts believe c-stores must do if they want to truly compete with restaurants.
Dive Insight:
TXB’s latest foodservice initiative continues the Southern c-store chain’s focus on food-based programs. Last year alone, the company debuted mobile ordering, expanded its line of private label food and beverage items and partook in the LTO food trend that swarmed the c-store space in 2023.
Now, the company is bringing more made-to-order foodservice, private label products and QSRs to 10 locations across Three Rivers, Laredo, Asherton, Carrizo Springs, Crystal City, La Pryor and Eagle Pass, Texas. These additions come as these stores are rebranded from Kwik Chek to TXB.
“We are proud to give our South Texas locations a makeover to accurately reflect our brand and mission,” said Kevin Smartt, CEO of TXB. “This rebrand is more than just a different logo or name; this is a true reflection of who we are as a company.”
TXB’s made-to-order menu features breakfast and lunch tacos and quesadillas on hand-pressed tortillas, which customers can customize with beef, pork, chicken, or other protein options. The menu also includes breakfast sandwiches, chicken sandwiches, wraps and chicken tenders.
On the QSR side, several TXB locations will include a Subway, while one is also adding a Papa John’s and another a Church’s Chicken.
The company’s assortment of private label products includes various jerky flavors, meat sticks, fajitas and salsas, peanuts, nitro cold brew coffee, juices and teas, sodas and even shirts and hats.
Spicewood, Texas-based TXB, formerly known as Kwik Check, operates around 47 convenience stores across Texas and Oklahoma.
