Curby’s Express Market on Tuesday closed its first location, in Lubbock, Texas, the company said in a Facebook post.
“This decision comes as part of the company’s strategic evolution to focus on fuel, beverage and food-centric locations to better serve the West Texas community,” the Facebook post read. The original Curby’s did not sell gas, while its only other location, in Amarillo, Texas, does.
Curby’s opened on Feb. 1, 2022, with a concept of blending the best of many convenience-retail models while focusing on craveable food and beverages offered fast and conveniently. It featured a double drive-thru and outside order takers. The Amarillo location opened in January 2025.
The Curby’s menu includes Zoomie energy drinks, iced tea, coffee creations, smoothies, Red Bull Refreshers, craft sodas and more.
Food includes pizza, burritos, kolaches, sandwiches, muffins, wraps salads and more.
“Since opening in 2022, Curby’s first store has been a cornerstone of the community, and this closure marks a bittersweet moment in the company’s journey,” the Facebook post continued. “This decision was not made lightly. We are immensely grateful to our loyal customers who have supported us over the past three years. Your patronage has been the heart of our success.”
While the company’s website and Facebook page have the name “Curby’s Express Market,” the Facebook post references “Curby’s Convenience Store.”
The post continues: “As Curby’s Convenience Store continues to grow, the company is committed to enhancing its offerings across other West Texas locations, delivering an elevated experience focused on convenience, quality and community. Customers are invited to visit nearby Curby’s stores to enjoy the same friendly service and innovative offerings.”
Jessica Williams, founder and CEO of Louisville, Kentucky-based consultancy Food Forward Thinking, who worked with Curby’s on developing its menu, told CSP, “Although the closing of the first location is bittersweet, the pairing of fuel with the amazing menu aligns with the top reasons convenience customers choose where to stop. The evolved strategy holds a lot of promise, and I am thrilled to see how much of the original core menu remains intact and relevant.”
In May 2022, Williams told CSP, “Curby’s Express Market is a new category store, a place where consumers don’t have to make a choice between convenience and quality.”
Developing a new menu from scratch is about more than just good food, Williams said at the time. She said she wanted to emphasize value, and customers were responding positively.
“I think about value in three categories: quality value, price value and abundance value,” she said. “While price value (i.e., low price points) has traditionally been the focus for convenience marketing, this type of value is increasingly difficult to meet while maintaining quality. So retailers are shifting marketing to emphasize quality value and abundance value.”
And customers are not shying away from higher food prices “as long as they receive elevated quality food and plenty to eat,” she said.
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