Local products drive Kwik Chek's rebrand to TXB

Dan Ochwat
Executive Editor
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A deeper, more artisan-based merchandising assortment, including private brand product, is at the core of why Kwik Chek is evolving into TXB, also known as Texas Born.

In an exclusive interview with sister publication Convenience Store News, TXB CEO Kevin Smartt said the company will seek out artisans and local suppliers to work with to get local products on shelves, pushing beyond the typical assortment found in a convenience store.

The company will focus on fresh food, grab-and-go snacks and cold beverages, hallmarks of a convenience channel, but with a Texas Born flair. The company will offer a line of private brand jerky, trail mix, water, coffee, and more as it expands and localizes its merchandising strategy. 

The Kwik Chek rebrand went live Oct. 2, starting with three stores, but all 47 locations will be getting new signage and promotional materials.

In the article, Smartt said, “After 18 years, we really felt like it was time to examine our company, our values and the things that drive us, and we came up with a rebrand that is truly in line with who we are.”

There’s an interesting trend underway in convenience as Casey’s General Stores rebranded and has said it’s looking to bolster its private brand merchandising. Two other competing chains, Kum & Go and Yeswayare also looking to reboot its merchandising. The convenience chains are looking to elevate through merchandising and private brands are going to play a bigger role.

Read the full interview with TBX’s Smartt here.