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.”