TXB (Texas Born), a convenience store chain headquartered in Texas, is strengthening its brand identity by focusing on high-quality food and strong ties to Texas culture.
TXB CEO Kevin Smartt outlined the company’s strategy at CSP’s Convenience Retailing University (CRU) event in Austin. He acquired the Kwik Chek chain in 2001, which then had about 20 stores and a small fuel wholesale business.
Since then, the company has grown to 48 stores in Texas and Oklahoma and rebranded as TXB to emphasize Texas pride and community ties.
Smartt said the name TXB, short for “Texas Born,” was designed to create a brand that resonates with both employees and customers.
“I wanted to create a brand with heart, one that resonates with both our team members and communities,” Smartt said.
Food at the Center of the Brand
Food is central to TXB’s strategy. Smartt emphasized prioritizing quality first, then ensuring affordability and operational efficiency.
The chain offers made-to-order meals and grab-and-go options using fresh, locally sourced ingredients when possible. Smartt noted that higher food quality has raised customer expectations in the convenience-store industry.
“Food, for us, has raised the bar,” Smartt said. “So when food improves, I think customers’ expectations rise.”
Texas-Sourced Private Label Products
TXB has expanded its private-label products, including jerky, coffee, and bottled water. Instead of competing on price, the company emphasizes unique, high-quality items sourced or produced in Texas.
During the transition from Kwik Chek to TXB, the company introduced new store designs and updated branding elements, uniforms, signage, cups, and packaging to reinforce its identity across all locations.
TXB currently ranks No. 131 on CSP’s 2025 Top 202 list of U.S. convenience-store chains by store count.
Smartt said the company’s brand values act as a “filter” for business decisions, guiding everything from store design to product offerings.