5 minute read
TEXAS BUSINESS
TEXAS BUSINESS
Texas Born
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annmarie@wilcobr.com
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
With 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
ONE OF MY GREAT LOVES IS CUSTOMER TESTIMONIALS. ONE NICE LADY TOLD ME SHE DROVE BY FOUR TIMES AND THOUGHT WE WERE A CVS, THEN A SMALL TARGET, AND FINALLY STOPPED AND SAID, ‘OH MY GOSH, THIS IS THE COOLEST CONVENIENCE STORE I’VE EVER SEEN.’ THAT MEANS WE ARE SHIFTING THE PARADIGM. ~KEVIN SMARTT
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.”
VERTICAL INTEGRATION
Smartt says changes in the convenience store industry go far beyond the old model and parallel changes across the board in retail. “Everything we see today is about highly developed offerings, which has blurred the lines of where things are provided to consumers. Look at CVS; they added food items and caused everyone else to step up their game. It’s similar, but on a smaller scale, to how big box stores decided to sell everything in one place, so customers would have no need to shop elsewhere. Looking at that, in the aggregate, we had to get really good at what we do to stand out, and now we are challenging others’ markets too.”
GROWING THE BUSINESS
Smartt says having good relationships with NACS, providers, and other owners is part of his personal brand, and his goal is simply to give people reasons to stop there. “Giving people what they want; they want fresh food, we have that. They want a place to chill out, we have outside seating and host a weekly local sports podcast. We decorate with works from local artists and invite them to compete for visibility once a year. We have groceries, and benches to sit on while your electric car charges.”
Smartt adds, “We are the standard in convenience but with high quality, high brands, and high volume. Think ‘Buc-ee’s’ but in your own neighborhood.” Scan the code to learn more about Spicewood-based TXB.
Today, TXB has nearly 50 stores, sources products from Texas whenever possible, and sells products to 150 more businesses. Smartt says, “We sell products and propane throughout Texas and have developed a trucking business to deliver our own fuel. It’s more than just a gas station and we are reshaping who we are with delivery meals, craft beers, and a good cup of coffee. We are continually adding products and our own branding. As well, some might call it extreme but, long term, we even have space at our Georgetown site in which we hope to grow vegetables and spices we will harvest for the fresh food we cook inside.”
THERE ARE 160,000 CONVENIENCE STORES IN THE U.S., PROVIDING 2.34 MILLION JOBS.
EVERY DAY, 50 PERCENT OF AMERICANS SHOP IN ONE AND, IN 2020, INSIDE SALES HIT A RECORD $255.6 BILLION AS CUSTOMERS FREQUENTED LOCAL CONVENIENCE STORES TO FULFILL DAILY SHOPPING NEEDS.1
Known for its fresh-made tacos and tenders, TXB offers restaurant-quality food items prepared on-site for lunch, breakfast and dinner.
Locally sourced private label products from Texas, including beef jerky and ready-to-cook meats like marinated beef skirt steak and chicken breast fajitas; Private label TXB bottled water, tea and nitro; cold brew, and hot bean-to-cup coffee; Artisan products like fine chocolates, gourmet cheeses, salamis and wine; Healthy packaged and prepared foods like take-home salad kits, veggies and fresh fruit.
