Market Express Adds a Taqueria

C-store latching on to Mexican food’s expanding appeal with fifth Naughty Chile kiosk
Naughty Chile

DENVER Looking to capitalize in the growing market for authentic, fresh and better-tasting Mexican food, convenience-store chain Market Express has opened a fifth Naughty Chile Taqueria quick-service restaurant (QSR) kiosk in one of its North Carolina convenience stores.

Wesley Chapel is the newest location for a Naughty Chile, a licensed Mexican food concept for c-stores. This location will offer a limited menu like the other four.

"I was introduced to Naughty Chile Taqueria at the NACS show, and the vibrant colors immediately caught my eye," said Jay Sergio, food and beverage director for Market Express, a division of Brewer-Hendley Oil Co., Marshville, N.C. "We were looking to replace an outdated food concept that wasn't drawing customers like it used to, and as soon as I tasted the Naughty Chile Taqueria menu, I knew the product would be a hot seller."

On the company’s logo and styling that evoke a traditional "Old Mexico" vibe Sergio added, "I knew the product's eye-popping colors and signage would grab customers' attention and appetites from the moment they come into the store."

A foodservice clerk uses Naughty Chile’s Quickie Burrito Mixes for breakfast and lunch, preparing burritos, commissary style, for each upcoming daypart. The fresh, foil-wrapped burritos are then stocked in the Market Express hot merchandising units.

Naughty Chile CEO Shultz Hartgrove said converting the old brand required minimal equipment expense. "With the Mexican food market on fire, our concept addresses different store layouts and turns old brands into a new exciting one."

Before committing to Naughty Chile, Market Express evaluated and tested other brands. According to Market Express, the company narrowed its search and decided that Naughty Chile Taqueria offered the tastiest and most authentic Mexican product.

Market Express, established in 1988, operates a total of 14 stores in the Carolinas.

Founded in 2014 with headquarters in Denver, Naughty Chile Taqueria is a licensed Mexican food concept scalable to any size convenience retail location. Its three-daypart menu features authentic street tacos, burritos, bowls, quesadillas and nachos.

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