Next-Gen Stripes Stores Emphasize 'Made Right Here' Approach

DALLAS — Stripes Convenience Stores and the Laredo Taco Co. program are emphasizing handmade, made-to-order food at the convenience store chain's new next-generation stores in Texas and Louisiana.

The first next-gen Stripes store opened in October 2016 in Texas. The new store design features a more spacious c-store and dining experience, showcasing Laredo Taco Co.'s fresh, authentic food offering as a restaurant destination, with both indoor and outdoor restaurant seating, the company said.

"When we first envisioned our new store design, we knew based on customer feedback that it was very important that our 'Made Right Here' approach came through loud and clear," said Eduardo Pereda, vice president of marketing, convenience brands at Sunoco. "As a result, the next-generation design brings the tortilla-making experience front and center. That means our customers are able to see for themselves that our kitchens consistently serve up delicious, authentic Mexican food that is made in-store from the freshest ingredients."

Another key feature of the new design is Laredo Taco Co.'s new logo, inspired by the handmade nature of its food offerings. It currently has more than 450 locations in seven states, including the first Laredo Taco Co./Stripes stores in Louisiana, opening in December and January.

"The new design also showcases our much-loved Stripes convenience store offering with a clean, modern interior and spacious aisles that allow our guests to move throughout the store seamlessly as they shop. We know our customers love the variety of our fountain and packaged beverage vaults," Pereda said. "Making these high-traffic areas easier to access and placing our check-out in the center of the store helps our teams to assist our customers quickly. Our customers have responded very positively."

The store openings have been supported by comprehensive marketing programs that include radio, television, outdoor billboards and digital engagement elements.

A subsidiary of Sunoco LP, Stripes Convenience Stores operate more than 700 convenience stores in Texas, New Mexico and Oklahoma. Restaurant service is available at more than 450 locations, primarily under the retailer's proprietary Laredo Taco Co. brand.