In October of last year, the Kwik Chek chain of convenience stores began a full rebrand of its 47 locations under a new look and name — Texas Born (TXB). The change was to better reflect the company’s Texas roots, emphasizing locally sourced merchandise, Texas flavors in foodservice, and delivering a bolder look.
Construction is underway transitioning Kwik Chek stores to TXB and private brand products are getting a new look, too, such as jerky, bottled water and more to come. Store Brands talked with Brandon Frampton, vice president of foodservice operations, TXB, to learn more.
TXB food items
SB: How important is private label to the TXB company?
BF: Private label is critical to everything we do at TXB. We are of Texas, for Texas, and that is shown in our branding at all 47 locations. TXB’s clean, sleek look enhances the quality of our items and highlights our Texas-made products that will make guests feel like they’re in a market, rather than your average convenience store. From upgraded offerings like specialty cheeses and sushi, to concierge-level service, we are here to give guests the absolute best, ensuring we achieve our mission to “Leave ‘em better”… and have fun doing it.
SB: What are you looking for from a supplier partner?
BF: We look for Texas-based companies that offer authentic products that are unique to Texas to further emphasize our loyalty to our Texan roots.