AUSTIN, Texas—Kwik Chek is rebranding all of its c-stores to Texas Born (TXB), giving homage to the 18-year-old company’s Texas roots and values, the convenience retailer announced on Friday.

The Spicewood, Texas-based retailer will rebrand all 47 of its existing Kwik Chek locations in Texas and Oklahoma to TXB during the next three years and will use the new brand for its new locations. Two TXB stores are already under construction in Georgetown and Bee Cave, Texas, with a third location in Cottonwood Shores, Texas, soon to follow. In addition, two existing Kwik Chek locations in Lake Buchanan and Three Rivers, Texas, are also undergoing the rebrand, with plans to reopen with the new branding by mid-2021.

“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 re-brand that is truly in line with who we are,” said Kevin Smartt, Kwik Chek CEO. “We value hospitality, authenticity and integrity. This company was born and raised in the great state of Texas, and quite simply, there’s nothing that could capture our message and our roots better than the TXB brand.”

TXB branding has already begun to show up in Kwik Chek stores, including TXB menu boards (print and digital) and cappuccino machines. TXB fountain cups also will replace Kwik Chek branding. By the end of November, all new promotional signage will be TXB branded. In addition, all stores currently have two sizes of TXB bottled water available for purchase, and TXB jerky will be available by the end of the year.

TXB is big city, open country and everything in between, with a line of private label products including jerky, trail mix, water, coffee and more. With its motto, “Leave ‘Em Better,” the retailer says it continually looks for ways to give its guests the highest quality of service and products.

Kwik Chek has been remodeling its existing stores since 2018, incorporating open kitchens so customers can see their food being prepared and focusing on fresh made-to-order food offers. Read more in “Made Onsite” in the May 2020 issue of NACS Magazine, plus rebranding strategies for c-stores in “Rebuilding the Brand” in the July 2020 magazine.

Smartt is chairman of Conexxus and a member of the NACS Executive Committee. In August, he joined Conexxus Executive Director Gray Taylor to discuss how COVID-19 has disrupted the convenience retailing industry and what lies ahead for the channel. Read the Q&A in NACS Daily.

The Kwik Chek rebrand follows Casey’s unveiling last week of a new logo and brand update for the stores in its 16-state c-store chain.