TXB launches new app highlighting rewards program, payments and food ordering

Dive Brief:

Texas Born (TXB) and customer experience management platform Paytronix have released a new app intended to provide “a streamlined, user friendly experience,” according to an emailed announcement.
The app gives users easy access to the chain’s loyalty program, TXB rewards, which allows members to earn points on gas and in-store purchases to either spend or donate to charity.
Along with the loyalty program, the app also allows users to order food; sign up for TXB’s beverage subscription program; and use TXB Pay, a mobile payment method that doesn’t require a credit or debit card.

Dive Insight:

All of these in-app tools help TXB encourage their customers to regularly visit its stores as the c-store industry increasingly focuses on enticing shoppers to buy more than just fuel.

TXB Pay lets users connect their checking account to the app and use it similar to how they would a debit card. Members attach a pin number to the account, then can use it to pay for purchases at any participating TXB or existing Kwik Chek shops. The move increases the number of people who can potentially purchase items via the mobile app.

In 2020, about 83% of Americans had a debit card, and that figure dropped to 72.5% when looking at credit cards, according to a Nilson Report cited by The Motley Fool. A growing number of apps, such as TXB’s and the Shell’s, are allowing users to pay via checking account.

Besides letting customers earn points on gas and other in-store items, TXB’s new app offers a streamlined way to order from the chain’s food menu, which includes made-to-order items such as tacos, quesadillas, biscuit sandwiches, salads, sandwiches, wraps and more.

“Guests can also choose if they want to have [their food] ready for pick-up or have it delivered via a wide variety of third-party delivery drivers,” the company said in an email.

The app also grants access to coupons and a drink subscription for $14.99 that lets customers get up to one drink per hour.

Spicewood, Texas-based TXB operates more than 48 locations in Texas and Oklahoma. The chain started out as Kwik Check, but is rebranding to the Texas Born name, which the owners say better reflects the values of the company.