What TXB (Texas Born) does

Texas Born, Inc. (TXB) is a privately held, family-owned convenience store chain headquartered in Spicewood, Texas, operating 48-50+ restaurant-style retail locations across Texas and Oklahoma. TXB differentiates from traditional c-store competitors by offering made-to-order food prepared on-site — including hand-breaded chicken tenders, daily-pressed flour tortillas for tacos and quesadillas, fresh-made biscuits, salads, and sandwiches — alongside a beverage program anchored on 100% Arabica coffee, fresh-brewed tea, agua frescas, and cane-sugar fountain drinks. Each location combines standard c-store amenities (fuel, car wash, ATM, 24-hour service) with convenience-tier offerings such as EV charging, Amazon Lockers, Papa Johns, and propane.

The company's core technology platform is a three-part digital ecosystem: the TXB Rewards mobile app (iOS/Android) powering points-based loyalty (4 points per $1 in-store, redeemable as cash at 300 points = $1), mobile ordering for pickup and delivery, digital coupons, and the Chug Club subscription; the TXB Pay ACH-linked payment program (no credit check, 10¢/gal fuel discount, 1% off in-store transactions) used at TXB and sister-brand Kwik Chek locations; and a private-label product line (jerky, bottled water, coffee, compostable K-Cups, glass-bottled tea, and apparel) that extends brand economics into higher-margin consumables. Customer identity and transaction data flow through this stack, although the company discloses no AI/ML layer on top of it.

TXB's revenue model spans four streams: in-store food and beverage sales (the highest-margin and most differentiating stream), fuel sales (incentivized via TXB Rewards and TXB Pay), the Chug Club recurring drink subscription ($12.99-$16.99/month), and private-label product sales, supplemented by an online gift card storefront. The go-to-market is direct-to-consumer through owned retail locations, with the mobile app and a community-engagement-driven social presence (Facebook, X, Instagram, Pinterest) serving as primary engagement layers. Customer-facing recognitions include CSD's 2023 Chain of the Year, Convenience Store News' 2022 Foodservice Innovators Award, and finalist status in Global Convenience's 2025 Best Foodvenience Stores in the World competition.

Name

TXB (Texas Born)

Legal name

Texas Born Stores, Inc.

Website

https://txbstores.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

TXB (Texas Born) is a privately held, family-owned convenience store chain operating 48-50+ restaurant-style retail locations across Texas and Oklahoma, offering fresh-made food, beverages, fuel, and private-label products supported by its TXB Rewards loyalty app and TXB Pay ACH payment platform.

Ownership category

akta.pro rank

Product category

Convenience Store Retail

NAICS

Limited-Service Restaurants (722513), Food Services and Drinking Places (722)

SIC

Retail-Convenience Stores (5412)

akta.pro primary industry

Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE)

akta.pro secondary industry

Jerky & Meat Snacks (CRADABAK)

Keywords

• Convenience store retail
• Fresh-made food service
• Fuel sales
• Loyalty rewards program
• Private label products

Headquarters

HQ city

Spicewood

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. In-Store Food and Beverage Sales: TXB generates primary revenue from fresh-made food items (breakfast tacos, biscuits, quesadillas, chicken tenders, salads, sandwiches) and beverages (coffee, fountain drinks, frozen drinks, beer, wine). Made-to-order food is prepared on-site with fresh ingredients.
2. Fuel Sales: Convenience store fuel sales with discounts for TXB Rewards and TXB Pay members. Fuel discounts incentivize customer loyalty and drive store traffic.
3. Loyalty Program Subscriptions: Monthly drink subscription ($16.99/month or $12.99/month) offering unlimited drinks. Additional revenue from drink subscriptions and special promotional pricing for rewards members.
4. Private Label Products: TXB private label line including jerky, water, coffee (including compostable K-Cups), tea in glass bottles, and apparel. These products provide higher margins and brand differentiation.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

TXB operates restaurant-style convenience stores (TXB Market) across Texas and Oklahoma, selling fresh-made-to-order food, beverages, fuel, and a line of TXB-branded private label products including jerky, water, coffee, K-Cups, tea, and apparel. The company integrates a proprietary mobile loyalty and payment ecosystem (TXB Rewards and TXB Pay) offering fuel discounts and in-store rewards, supported by a monthly drink subscription service (Chug Club).

Product overview

TXB (Texas Born) is a family of restaurant-style convenience stores offering a unified offering of fresh-made food, beverages, and convenience retail. The core products include the TXB App (mobile application integrating loyalty, ordering, and payment), TXB Rewards loyalty program, and TXB Pay payment service. Fresh food offerings span breakfast items (tacos, biscuits, quesadillas, sandwiches), lunch/dinner items (tacos, quesadillas, plates, sandwiches, wraps, salads), snacks, and desserts. Beverage offerings include coffee, tea, agua frescas, fountain drinks, and frozen drinks. The company also sells TXB private label products including jerky, water, coffee, K-Cups, and apparel. A monthly drink subscription (Chug Club) is available for $12.99/month.

Differentiator

Problem solved

Functional benefit

Products and services

• TXB Mobile App Mobile application for TXB Rewards loyalty program, mobile ordering for pickup/delivery, digital coupons, and TXB Pay management. Available on iOS and Android for individual consumers.
• TXB Rewards Loyalty Program
• TXB Pay
• Fresh Food Menu
• Beverages
• Chug Club Drink Subscription
• TXB Private Label Products

Quantifiable outcome

• Saves the environment from almost 1 million pounds of foam and plastic materials over 10 years through sustainable packaging
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• Global ConvenienceflagshipStrategic or Co-development Partner · 1 January 2025TXB named finalist for the 2025 Best Foodvenience Stores in the World competition organized by Global Convenience, representing eight countries. The competition recognizes excellence in convenience retail with emphasis on local sourcing, Texas flavor profiles, and environmentally friendly initiatives.
• United WaycoreStrategic or Co-development PartnerPartnership with United Way to support Texans Helping Texans with matched contributions of up to $5,000 during the COVID-19 pandemic. TXB participated in community fundraising initiatives.
• CASA of Central TexasflagshipStrategic or Co-development PartnerTXB has donated over $630,000 to CASA of Central Texas over several years through its annual Fishing & Golf Classic Tournament and Round Up for CASA campaign. Proceeds support local CASA chapters within TXB communities.
• NACS FoundationcoreStrategic or Co-development PartnerTXB participates in 24/7 Day, an annual event hosted by the NACS Foundation that raises funds for the American Red Cross and recognizes first responders, medical personnel and Red Cross volunteers who work around the clock.
• Feeding Fannin CountycoreStrategic or Co-development PartnerDuring the pandemic, TXB donated food and labor to feed 340 families through Feeding Fannin County, supporting local community during crisis.
• Susan G. Komen FoundationminorStrategic or Co-development PartnerTXB donated $1 to the Susan G. Komen Foundation for every PINK Cause Cup tumbler sold at its c-stores, supporting breast cancer research.
• McCraw Oil (Sister Company)coreOthersTXB partnered with its sister company McCraw Oil for charitable donations, including $12,000 to CASA of Paris/CASA for Kids as a result of its 27th annual Doyce Taylor Memorial Golf & Fishing Tournament fundraiser.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sheetz: Family-owned Pennsylvania c-store chain with a strong made-to-order food program and proprietary loyalty/payment app. Comparable to TXB on food differentiation, family ownership, and proprietary tech stack.
• Wawa: Privately held Mid-Atlantic c-store chain that pioneered restaurant-quality made-to-order food at convenience retail. Closest analog to TXB's "food that is fast, but far from fast food" positioning.
• RaceTrac: Atlanta-based private c-store chain with strong presence across the South. Closely comparable to TXB in footprint, family/private ownership structure, and fresh-food convenience positioning.
• QuikTrip: Privately held Tulsa-based c-store chain with deep Oklahoma and Texas presence. Direct geographic and segment overlap with TXB; analogous private, family-led operating model.
• Kwik Chek / Kwik Trip affiliated stores: Identified directly in TXB data as participating in TXB Pay and related through sister-company McCraw Oil. Operates similar c-store/fuel/fresh-food model in overlapping geographies, making it a sister-format direct peer.
• Buc-ee's: Texas-born mega-format c-store chain famous for brisket, clean restrooms, and Texas-themed branding. Competes head-on with TXB for the same Texas convenience and foodservice customer, making it the single most comparable peer.

Broad incumbents

• Casey's General Stores: Public, multi-state c-store chain (NASDAQ: CASY) recognized for aggressive foodservice growth (pizza, prepared foods). Comparable to TXB on foodservice-led growth and serves as a useful scale and unit-economics benchmark.
• Pilot Flying J: Large travel-center and c-store operator (Berkshire Hathaway-owned) with fresh-food programs on highways. Provides scale and foodservice benchmarks relevant to TXB's broader ambitions.
• 7-Eleven: Largest c-store chain globally; acquired Stripes (Texas c-store chain) in 2018. Provides broader market context, scale benchmarks for store count and foodservice, and represents a likely acquirer or expansion competitor.

Emerging players

• Yesway: Acquisition-driven, smaller c-store chain with Midwest and Texas locations. Comparable as a sub-scale, growth-oriented c-store player pursuing food/loyalty upgrades relevant to TXB's expansion playbook.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/txbstores
• Facebookfacebook.com/txbstores
• Instagraminstagram.com/txbstores
• Pinterestpinterest.com/txbstores

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TXB (Texas Born)