Brookshire Grocery

What Brookshire Grocery does

Brookshire Grocery Company is a family-owned regional supermarket operator headquartered in Tyler, Texas, founded in 1929. It runs more than 200 stores across Texas, Louisiana, Arkansas, and Oklahoma under five banners — Brookshire's (primary), Super 1 Foods (value), FRESH by Brookshire's (premium fresh), Spring Market, and Reasor's — supported by three distribution centers and two corporate offices. The customer base is general consumer grocery shoppers across the South Central U.S., including participants in the federal SNAP EBT program.

The company's product and technology stack centers on a full-service grocery assortment (produce, meat and seafood, bakery, dairy, deli, frozen, pantry, beverages, health and wellness, baby and toddler, pet care, floral) extended with fuel centers, Walgreens-embedded pharmacy services, and a multi-channel digital experience spanning brookshires.com, iOS and Android apps, SMS text clubs per banner, weekly circulars, and digital eCoupons. The Thank You Card loyalty program with the YourPoints rewards engine (redeemable for fuel discounts up to $1/gallon or 5% off grocery transactions at 500 points) is the primary customer-retention mechanism. AI capabilities are vendor-supplied rather than proprietary: Afresh powers store ordering and perishable inventory management, and Workday provides AI-based workforce scheduling and Paradox-driven hiring automation. Third-party delivery is fulfilled via DoorDash and Instacart integrations.

Revenue is generated through grocery retail transactions — both in-store and online (curbside pickup and delivery) — together with adjacent fuel, pharmacy, and delivery-channel commissions. Pricing is set per-product with loyalty-based discount mechanics layered on top. The go-to-market combines owned retail stores (the primary motion) with channel-partner delivery relationships (DoorDash, Instacart) and digital shopping channels. Strategic activity in 2025-2026 includes the announced acquisitions of two Winn-Dixie stores in Baton Rouge (Louisiana) and Upton Grocery in Oklahoma, the DoorDash marketplace listing, the Afresh AI rollout, and a leadership transition in which Chairman/CEO Brad Brookshire retired after 49 years and COO Jerry LeClair was named interim CEO.

Name

Brookshire Grocery

Legal name

Brookshire Grocery Company

Website

https://brookshires.com

Company type

Private

Founded year

1929

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Brookshire Grocery Company is a family-owned regional supermarket operator running 200+ stores under five banners (Brookshire's, Super 1 Foods, FRESH by Brookshire's, Spring Market, Reasor's) across Texas, Louisiana, Arkansas, and Oklahoma, serving general consumer grocery shoppers with in-store, curbside pickup, delivery, fuel, pharmacy, and loyalty services.

Ownership category

akta.pro rank

Product category

Supermarket / Grocery Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Supermarkets and Other Grocery Retailers (except Convenience Retailers) (445110)

SIC

Retail-Grocery Stores (5411), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Hard Discount Grocery with In-Store Bakery & Prepared Foods (CRAEAIAG)

akta.pro secondary industries

Online Bulk & Pantry Staples Retail (CRAHAIAG), Online Grocery Retailers (Inventory-Holding) (AFAIAMAC)

Keywords

• Regional grocery retail
• Supermarket chain
• Loyalty rewards program
• Curbside pickup delivery
• Fresh produce retail

Headquarters

HQ city

Tyler

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Grocery Retail Sales: Traditional grocery retail operation selling physical goods including produce, meat, seafood, bakery, dairy, deli, frozen foods, pantry items, beverages, health and wellness products, baby and toddler items, pet care, and floral. Revenue generated through in-store purchases, online ordering with pickup and delivery services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Brookshire Grocery Company is a family-owned regional supermarket chain operating more than 200 stores across Texas, Louisiana, Arkansas, and Oklahoma under five banners (Brookshire's, Super 1 Foods, FRESH by Brookshire's, Spring Market, and Reasor's), selling produce, meat and seafood, bakery, dairy, deli, frozen foods, pantry staples, beverages, health and wellness, baby and toddler, pet care, and floral. Customers can shop in-store, online via the company website and mobile apps for curbside pickup and delivery, or through DoorDash and Instacart. A Thank You Card loyalty program with YourPoints rewards enables fuel and grocery discount redemption, with embedded Walgreens Pharmacy services and fuel centers supplementing the grocery core.

Product overview

Brookshire Grocery Company (BGC) is a family-owned regional grocery retailer operating more than 200 stores across Texas, Louisiana, Arkansas, and Oklahoma under five distinct banners: Brookshire's (primary), Super 1 Foods (value), FRESH by Brookshire's (premium fresh), Spring Market, and Reasor's. The company operates three distribution centers and two corporate offices in Tyler, Texas. BGC's consumer-facing offering spans physical retail stores, a full e-commerce platform (website and mobile apps) for in-store, curbside pickup, and delivery, integrated with DoorDash and Instacart for last-mile delivery, a Walgreens Pharmacy embedded digital service, and a loyalty ecosystem centered on the Thank You Card and YourPoints rewards program (with redemption for fuel and grocery discounts). The company also publishes culinary content through its Celebrate Cooking and FRESH 15 editorial programs. A notable technology integration is the Afresh AI platform for perishable department inventory optimization.

Differentiator

Problem solved

Functional benefit

Products and services

• Brookshire's Supermarket Banner Brookshire's is the primary retail banner of Brookshire Grocery Company, operating conventional grocery stores across Texas, Louisiana, Arkansas, and Oklahoma. The banner offers a full range of grocery categories including produce, meat and seafood, bakery, dairy, deli, frozen foods, pantry staples, beverages, health and wellness, personal care, baby and toddler, pet care, and floral for household grocery shoppers.
• Super 1 Foods (Value Banner) Super 1 Foods is a value-oriented sub-brand of Brookshire Grocery Company, offering discounted grocery offerings across its stores. Acquired Winn-Dixie stores in Baton Rouge, Louisiana are being rebranded under the Super 1 Foods banner.
• FRESH by Brookshire's (Premium Fresh Banner) FRESH by Brookshire's is a premium sub-brand operated by Brookshire Grocery Company, featuring an elevated fresh food focus with a distinct shopping experience. The brand has its own text club for promotional offers targeting fresh-focused grocery shoppers.
• Spring Market Banner Spring Market is a regional grocery banner operated by Brookshire Grocery Company, with stores serving consumers across Texas, Louisiana, Arkansas, and Oklahoma.
• Reasor's Banner Reasor's is a regional grocery banner operated by Brookshire Grocery Company across its footprint, with its own FRESH by Reasor's text club for promotional offers targeting grocery shoppers in its service area.
• Brookshire's Online Shopping (In-Store, Curbside Pickup & Delivery) Brookshire's e-commerce platform is accessible via brookshires.com and mobile apps, offering online ordering with in-store, curbside pickup, and delivery shopping modes for household grocery shoppers in the regional footprint.
• Brookshire's Mobile App (iOS and Android) Mobile application for iOS and Android that lets Brookshire's customers shop online, access digital coupons, manage their Thank You Card account, check YourPoints balances, and receive personalized offers.
• Thank You Card Loyalty Program Free loyalty program enabling customers to earn discounts, access special offers, and participate in the YourPoints rewards program; enrollment is available via the website or mobile app and the card is required to earn YourPoints on qualified purchases.
• YourPoints Fuel and Grocery Reward Program Rewards program administered through the Thank You Card that lets customers earn points on qualified non-fuel purchases and redeem them for fuel discounts (10 cents per gallon per 100 points, up to $1/gallon) or 5% off qualified grocery transactions (500 points per redemption); points expire one month after the month earned.
• DoorDash On-Demand Grocery Delivery On-demand grocery delivery service partnership bringing 200+ Brookshire's stores to the DoorDash marketplace; DashPass members are eligible for $0 delivery fees.
• Instacart Same-Day Grocery Delivery Same-day grocery delivery through the Instacart platform, letting Brookshire's customers shop Brookshire's inventory for home delivery in the regional footprint.
• Walgreens Pharmacy at Brookshire's Embedded pharmacy service integrating Walgreens Pharmacy fulfillment into the Brookshire's website and mobile app for customers shopping at participating Brookshire's store locations.
• Fuel Centers Fuel centers at participating Brookshire's store locations enabling customers to redeem YourPoints loyalty points for fuel discounts of up to $1 per gallon; fuel purchases are excluded from YourPoints earning.
• Brookshire's SMS Text Clubs SMS-based promotional club services delivered through keywords: GROCERY to 43101 (Brookshire's), FRESH to 81058 (FRESH by Brookshire's), SAVE to 29624 (Super 1 Foods), and FRESH to 25882 (FRESH by Reasor's); standard messaging rates apply.

Quantifiable outcome

• Store expansion from 152 to 222 locations under leadership of CEO Brad Brookshire (now retired)
• +1 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability3 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• DoorDashcoreChannel Partner/ Reseller/ Distributor · 27 April 2026Brookshire Grocery partnered with DoorDash to offer on-demand grocery delivery, bringing over 200 stores to the DoorDash marketplace. The partnership allows DoorDash customers to access local grocery options, with DashPass members eligible for $0 delivery fees. This is part of DoorDash's broader expansion into grocery delivery to compete with restaurant orders.
• WorkdaycoreTechnology or Integration · 8 January 2026Brookshire Grocery is a customer of Workday's enterprise AI platform for retail and hospitality sectors, utilizing workforce management solutions including demand forecasting, scheduling optimization, and hiring automation tools.
• AfreshcoreTechnology or Integration · 6 August 2025Brookshire Grocery Company partnered with Afresh to implement AI-driven store ordering and inventory management solutions across its stores. The initiative aims to improve freshness, reduce waste, and enhance operational efficiency in perishable departments.
• WalgreensminorChannel Partner/ Reseller/ DistributorWalgreens Pharmacy services are available at Brookshire's store locations, providing pharmacy fulfillment services to customers.
• InstacartcoreChannel Partner/ Reseller/ DistributorBrookshire's offers grocery delivery through Instacart's on-demand delivery platform, providing another option for customers seeking delivery services.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Wegmans: Wegmans is a large East Coast regional grocer known for premium fresh and prepared foods, comparable in positioning to Brookshire's FRESH by Brookshire's premium banner. Limited geographic overlap but relevant benchmark on fresh-led premium grocery.
• Walmart: Walmart is the dominant mass grocery retailer in the U.S. with deep penetration in Brookshire's four-state footprint through Walmart Supercenters and Neighborhood Markets, plus a leading grocery pickup/delivery operation. It is a primary price and assortment competitor.
• Publix: Publix is a large, employee-owned regional supermarket chain in the Southeast with a strong private label and loyalty program. Comparable as a high-performing regional grocer with concentrated geographic footprint, although Publix does not directly overlap Brookshire's core Texas/Oklahoma markets.
• Kroger: Kroger is the largest pure-play U.S. supermarket operator with a multi-banner portfolio and a scaled loyalty/digital program. It competes with Brookshire's in Texas, Louisiana, Arkansas, and Oklahoma via banners such as Kroger, Harris Teeter (regional), and its fuel and Boost loyalty programs overlap functionally.
• Albertsons: Albertsons operates multi-banner regional supermarket chains across the U.S. and overlaps directly with Brookshire's in Louisiana, Arkansas, and Texas via banners such as Albertsons, Safeway, and Randalls. Comparable on multi-banner grocery operations, fuel loyalty, and pharmacy partnerships.

Direct peers

• H-E-B: H-E-B is a large Texas-headquartered private supermarket chain operating a multi-format grocery portfolio across Texas and northern Mexico. It directly competes with Brookshire's in core Texas markets across conventional, premium (Central Market), and value banners.
• Sprouts Farmers Market: Sprouts is a specialty natural/organic grocery chain operating across the South and Southwest, including Texas, Oklahoma, and Louisiana. It is comparable to the FRESH by Brookshire's banner through its fresh-focused, specialty-leaning assortment.
• WinCo Foods: WinCo Foods is an employee-owned regional discount supermarket chain in the western and southern U.S. It competes with Brookshire's value-oriented Super 1 Foods banner through low-price grocery operations and overlaps in Texas and Oklahoma markets.
• United Supermarkets (Albertsons): United Supermarkets is a Texas-based regional grocery banner owned by Albertsons, competing directly with Brookshire's across West Texas and the Panhandle. Comparable multi-store regional grocery operations, including fuel and pharmacy programs.

Emerging players

• Aldi: Aldi is a hard-discount grocery chain rapidly expanding across the U.S., including Texas, Oklahoma, Arkansas, and Louisiana. It competes with Super 1 Foods on price-sensitive basket share and is reshaping regional competitive dynamics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/brookshires_
• LinkedInlinkedin.com/company/brookshire-grocery-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Brookshire Grocery