Yesway Opens Allsup’s Express in Lubbock, Texas

The new concept store caters to Texas Tech University students.

August 16, 2022

FORT WORTH, Texas—Yesway announced the opening of its new concept store, Allsup's Express, in Lubbock, Texas, adjacent to Texas Tech University (TTU) campus.

The Allsup's Express store, a 3,000-square-foot bodega-style location, is focused on serving the TTU community and students with an assortment of merchandise tailored to meet their needs, including food, beverages and everyday products. Allsup’s fans on campus will also enjoy the award-winning Allsup’s Rewards program that will offer students a mobile order ahead and pickup program, personalized digital engagement and more.

Prior to the opening of Allsup's Express, Yesway launched an Allsup's Burrito Ambassadors influencer marketing program showcased on the brand's Instagram at @allsupsstores, deploying street teams in the area to amp up attention and excitement around the launch and offering novel grand opening activities, including a VIP private preview event with a DJ spinning vinyl on August 15, grassroots coupon book giveaways and more.

The official Allsup's Express grand opening celebrations begin Wednesday, September 7, continuing through Sunday, September 11.

Students who visit Allsup's Express and purchases a burrito with an Allsup's Rewards card will be entered for a chance to win $1,000 toward the purchase of class books. For every 250 points earned, Allsup’s Rewards members will receive a Smile. Smiles can be redeemed for free items, such as freshly brewed coffee, fountain drinks, Allsup's swag and more. Customers can register for the program and earn a 10¢/gallon fuel reward right away.

"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 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."

Last month, Yesway announced it is opening three new-to-market large-format stores in Breckenridge, Canyon and Robert Lee, Texas. These stores represent the latest of the new large-format stores Yesway has developed and is bringing to market. All are open 24 hours per day, and customers visiting these new stores will find their favorite Allsup’s burritos, Yesway and Allsup’s private-label snacks, a new trucker/automotive section and a beer cave. Other amenities will include Western Union service, ATM availability and Coin Cloud digital currency machines offering 30+ digital currencies.