TEMPLE, Texas -- CEFCO Convenience Stores on Thursday celebrated the opening of the chain's newest store, located in Harker Heights, Texas. The store is the third in the city and will serve as the chain's prototype store.
A crowning achievement of the CEFCO organization, the new store is the next generation of store design and guest experience, the company said. It incorporates a number of innovative operational enhancements made possible by an open, fresh design with modern treatments and upgraded finishes.
"We are tremendously proud of what the newest CEFCO store [image-nocss] means to the organization," said Raymond Smith, COO of Fikes Wholesale. Fikes Wholesale is the parent company of CEFCO Convenience Stores. "It will be the laboratory for current and future business improvements including operations, facilities design, green efficiencies, equipment, product offering and overall customer experience."
Among the attractions of the newly designed store is an enhanced hot beverage program that offers a multitude of syrups and toppings, as well as the much lauded CEFCO Iced Tea program. It also offers more than 60 varieties of craft and import beers, along with a full assortment of wines. Additionally, customers will find expanded frozen food and tobacco offerings.
"Our customers are very particular about how they spend their hard earned money. We believe that they deserve a great value on top quality product," said Brian Matlock, director of foodservice for CEFCO Stores. "The 'Your Way' hot beverage program, starts with the best-quality coffee beans that are ground on site to ensure maximum freshness. Then guests have a wide assortment of condiments and toppings to build their customized drinks just the way they want it. It's like a coffee house quality at a fraction of the price."
During the first few weeks of operation, the convenience retailer will be celebrating the opening by offering special pricing on CEFCO fuel and free carwashes. Additionally, 1,000 customers will be given a free mug that entitles them to free refills on any coffee, tea, fountain soft drink or frozen carbonated beverage until September 15.
"We will also be sampling our new food offerings over the next few weeks," said Steve Keane, vice president of marketing of CEFCO Stores. "We are very proud of the great foodservice products that we offer, and are anxious to have our customers try them."
Brett Giesick, CEFCO chief retail officer, added, "We invite the public to visit the newest CEFCO and be treated to an exciting shopping experience unmatched by any other local convenience retailer. We believe that the enhancements built into this site reflect our core values of providing the best customer experience for every customer, every day."
Temple, Texas-based CEFCO operates 123 stores in Alabama, Mississippi and Texas and employs more than 1,350 team members chainwide.
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