TXB—which stands for Texas Born—is a complete 180 from the previous Kwik Chek convenience stores in Texas and Oklahoma. The reimagined concept begins with a 6,000-square-foot store, located in Georgetown, Texas, an Austin suburb.  

“We use the term Whole Foods meets Hill Country,” said CEO Kevin Smartt. “It's a new convenience store concept, but it's not anything radically different—it's just authentic.” 

The emphasis on food is undeniable, with fresh prepared Tex-Mex fare like homemade tortillas, tacos and quesadillas. “We're trying to be a place that's easy to get in and out of that serves the freshest, highest quality food that it can serve. Everything we have in the store, food wise, we make here,” said Smartt.  

TXB also places a big focus on private-label products, from tumblers to beef jerky. “Private label represents the brand, and our goal is to try to source everything in Texas, and we have so far,” said Smartt, adding, that the company creating a lifestyle brand with TXB.