Ann Marie Kennon
TEXAS BUSINESS
annmarie@wilcobr.com
Texas Born
my vision and our goal was to transform to a new model. Having direct contact with other stores across the country allowed me to see the best in class and formulate what we do and design. Some might have a large wine section or shelf-stable groceries; we put it all together and there aren’t too many like us in the market.”
and Unique in the Market INNOVATIVE CONVENIENCE STORE CHAIN LAUNCHED IN GEORGETOWN
W
ith a vision to go beyond the gas-Cokes-smokes model, Texas Born (TXB) is changing the paradigm of how people view convenience stores, having launched its new brand in Georgetown in August 2021. The Spicewood-based chain of customer-service-oriented food markets and convenience stores is shifting its focus to customer service and forward-thinking features, including e-vehicle rapid charging stations, considerable volume and variety of food and beverage products, quality branded merchandise, and locally sourced products. While Georgetown is a flagship, owner Kevin Smartt plans to build 30 new locations in the greater Austin
market, with four under construction and re-branding planned for the remainder. “We hope people in Georgetown will come and see us many times, and not just because we are on their route. Residents need to see what we’re about, have breakfast or lunch on the deck, and allow us to become a good community partner.” Smartt’s TXB innovation is a blend of his personal history in the business, his tenure as president of the National Association of Convenience Stores (NACS), and what he calls an amalgam of the best components of other convenience stores. “It is a challenge to accumulate everything a customer might want, but that was my vision. Being a part of NACS broadened
20 WILCO BUSINESS REVIEW | 2022 • ISSUE 1
O N E O F M Y G R E AT LO V E S I S C U S TO M E R T E S T I M O N I A L S . O N E N I C E L A DY TO L D M E S H E D R O V E BY FOUR TIMES AND THOUGHT WE WERE A CVS, THEN A SMALL TA R G E T, A N D F I N A L LY S TO P P E D A N D S A I D, ‘O H M Y G O S H , T H I S I S T H E CO O L E S T CO N V E N I E N C E S TO R E I ’ V E E V E R S E E N .’ T H AT M E A N S W E A R E S H I F T I N G T H E PA R A D I G M . ~KEVIN SMART T
THE COMPANY Smartt landed his first job, at age 14, at a convenience store. He later worked for Frito-Lay, gaining expertise in the market and grocery world, and connecting his career dots when he went to work at TXB. He learned the business from top to bottom, taking on everything from odd jobs to a district manager role. In 1999, TXB’s owner asked him and his business partner if they would like to buy the store. At the time, Smartt was 33 and didn’t have the money, so his first conversation was with his wife. She asked him if he realized how crazy he was to take on the debt, but after 18 months of saving and securing financing, he took over the company’s 20 stores and wholesale arm. When it came to expansion, Smartt looked for attributes that fit the brand, and Georgetown was his first choice. “We have always found Georgetown to be charming in a modern Texas kind of way. It is genuine, nice, and diverse. Those are our roots and authentic brand, and we want people to experience Texas at our store. Texas is friendly, and hot in the summer, but there’s always barbecue, football, and music.”
