AUSTIN, Texas —Convenience-store retailer Kwik Chek plans to rebrand all of its locations to Texas Born (TXB). Two new TXB stores are already under construction in Georgetown and Bee Cave, Texas, with a third location in Cottonwood Shores, Texas, to follow soon.
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. All 47 existing Kwik Chek locations will be rebranded to TXB over the next three years, with several stores beginning their rebrand by the end of 2020.
With the rebrand, Kwik Chek CEO Kevin Smartt aims for TXB to emphasize Kwik Chek’s Texan roots and values. “TXB is big city, open country and everything in between,” the company said, with a line of private-label products including jerky, trail mix, water, coffee and more. Its motto is “Leave ‘Em Better.”
Rebranding an established company is rare, particularly without a change in leadership, said Smartt.
“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 Smartt. “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 will also replace Kwik Chek branding soon. 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.
Kwik Chek Food Stores is based in Spicewood, Texas, and is a family of customer service-oriented c-stores and quick food operations. With nearly 50 locations throughout Texas and Oklahoma, Kwik Chek offers more than 4,000 items, including fresh-made food, cold drinks and grab-and-go snacks.