AUSTIN, Texas—TXB, formerly the Kwik Chek convenience chain, has opened its first brick-and-mortar location since rebranding and will celebrate with a ribbon cutting ceremony at the  Georgetown, Texas, location on Tuesday, the company has announced.

“The opening of the first TXB location is a monumental moment for the company following our rebrand,” said Kevin Smartt, CEO, TXB and NACS chairman. “This rebrand is more than just a different logo or name; this is a true reflection of who we are as a company. We want our guests to have the absolute best experience, whether it’s our fresh foods, versatile, eco-friendly packaging, convenient technology, clean environment or hospitable employees; it all reflects the TXB mission to ‘Leave ‘em Better.’”

The company devised its product lineup to provide guests with on-the-go, non-GMO snacks and beverages that are “Texas Born'' by going to local vendors for products and ingredients. Available food and beverage items include: 

• Locally sourced, private-label products from Texas, including beef jerky and ready-to-cook meats, such as marinated beef skirt steak and chicken breast fajitas
• Private-label TXB bottled water tea, and nitro cold brew and hot bean-to-cup coffee 
• Artisan products like fine chocolates, gourmet cheeses, salamis and wine
• Healthy packaged and prepared foods, such as take-home salad kits, veggies and fresh fruit 

The newest location also has two e-vehicle rapid charge stations, two 75-inch, state-of-the-art digital lottery ticket screens and a handwashing area separate from the bathrooms. There are plenty of outdoor seating options featuring misting systems. At the fuel pumps and registers, mobile checkout let guests pay quickly using the secure TXB mobile app along with earning fuel discounts and in-store savings via the loyalty program.

The rebrand to TXB emphasizes the Texan roots and values the brand was built upon, including authenticity, hospitality and integrity. Over the next few years, all existing Kwik Chek locations will fully transition to TXB markets, with several store rebrands already underway.

Don’t forget to register to attend the 2021 NACS Show October 5-8, at McCormick Place in Chicago and take advantage of the education sessions on marketing in 2021 and beyond, including the sessions Meeting Consumers Where They Are—Everywhere, 4 Ways to Stand Out as a Small Operator: Tips From the Gas Station Gourmet, Foodservice Analytics: The Recipe for Success and A New Approach to Dayparts on October 5 as well as 5 Food Sampling Techniques and Why They Work and Drive-Thru and Curbside: Is This the Future for C-Stores? on October 6.