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Yesway Debuts New Allsup’s Express Concept Store

Lubbock, Texas, location tailored to college students
yesway allsup's express
Image/Yesway

FORT WORTH, Texas — Convenience retailer Yesway, which is in aggressive expansion mode, is opening a new concept store, Allsup’s Express, on Aug. 16 in Lubbock, Texas, adjacent to the Texas Tech University (TTU) campus.

Yesway acquired the Allsup’s chain in 2019. In 2020, the company raised an additional $235 million of equity capital, $135 million of which it would invest in targeted real estate capital projects.

The Allsup’s Express store, a 3,000-square-foot, bodega-style store is focused on serving the TTU community and students with an assortment of merchandise offerings tailored to meet their needs including food, beverages and everyday products. Food and beverages include beer, wine, energy drinks, bottled waters, teas, coffee, cold fountain sodas, f’Real shakes, snacks, hot-to-go and fresh meals and the Allsup’s Burrito.

Customers can join the Allsup’s Rewards program that will offer students a mobile order-ahead and pickup program, personalized digital engagement and more.

Ahead of the opening of Allsup’s Express, the retailer launched an Allsup’s Burrito Ambassadors influencer marketing program focused on the brand’s Instagram at @allsupsstores; deployed street teams in the area to increase attention and excitement around the launch and offered new grand opening activities, including a VIP Dignitary Private preview event with a DJ spinning vinyl on Aug. 15, grassroots coupon book giveaways and more.

The official Allsup’s Express grand opening celebrations begin Sept. 7, with the fun and festivities continuing through Sept. 11.

TTU students can text “Tech” to 82295 during the grand opening celebration to receive a free burrito. And, anyone who visits Allsup’s Express and purchases a burrito with an Allsup’s Rewards card will also be entered for a chance to win $1,000 toward the purchase of class books.

“With over a half dozen Yesway stores in the Lubbock market already selling the beloved Allsup’s burrito, we see the Allsup’s Express brand expansion as an exciting and fresh opportunity to meet the needs of the college students,” said Tom Trkla, CEO of Fort Worth, Texas-based Yesway. “Our customers are so important to us, and we could not think of a more enthusiastic and welcoming community in which to debut this exciting new concept store and satisfy some of Allsup’s biggest fans. We look forward to serving you.”

Owned by BW Gas & Convenience Holdings and an affiliate of Beverly, Mass.-based real-estate and private-equity investment and asset management company Brookwood Financial Partners, Yesway is a multi-branded platform that acquires, transforms and enhances portfolios of c-stores by leveraging expertise in real estate and technology and by implementing data-driven decision making. Its portfolio consists of more than 400 retail outlets in Texas, New Mexico, South Dakota, Iowa, Kansas, Missouri, Wyoming, Oklahoma and Nebraska under both the Yesway and Allsup’s c-store brands.

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