Name of company:

Corner Store

Year founded:

2008

# of stores:

3

Website:

www.cornerstoretx.com

Corner Store’s slogan of “Where Local Matters” sums up its mission to create a caring community around its stores. “We’re all about our local communities,” said Judy Wall, marketing director for the Seminole, Texas-based company. “We’re really involved in getting to know our customers—that’s what makes our customers rave about our friendly service.”

The three-location chain—with a fourth one in the works to open in 2024—has been emphasizing locals ever since husband-and-wife Bobby and Yolanda Teichroeb purchased the store from its original owner in 2018. The Teichroebs saw the potential to make Corner Store a community hub through its friendly employees, fresh foodservice and grocery items.

Restaurant First

The first Corner Store began life as a restaurant in a neighborhood setting about five miles outside of Seminole. “The previous owner started bringing in produce and milk—the things people didn’t want to drive into town for—and thus it morphed into a convenience store, too,” Wall said.

When the Teichroebs took it over, they also bought the rights to use the recipes for the restaurant’s salsa and hamburgers. “The original owner’s daughter created a salsa recipe people loved, so we still serve that,” she said. The menu also kept the same items because “when people love something, you don’t change it.”

However, the food offerings have expanded over the years. Among the new offerings are chicken fajita burritos, chicken rings (chicken nuggets shaped like a circle) and breakfast burritos, which have been very popular. “Our newest item is a chicken fajita burrito smothered in queso,” Wall said. “Our menu continues to evolve as our customers view us as more of a restaurant than a convenience store.”

A local vendor provides prepackaged grab-and-go items like sandwiches and cheeses. “We close our kitchens at 8 p.m., so we wanted to offer some fresh food for our truck drivers and other customers who come in later,” she said.

In addition to the fresh foodservice, the stores stock car scents from a local company, dairy products and dog and cat food, along with the more traditional c-store products of snacks and packaged beverages. “We sell mugs with our store logo and anyone who brings one in can get 99-cent fountain refills using the mug,” Wall said.

One popular offer is the free coffee, which has been a staple since the Teichroebs took over. “The other thing that makes us unique is we offer hot coffee free all day, every day,” Wall said. “The owners are very generous and enjoy giving back to our customers.”

Expanding in the Community

A few years after purchasing the first location, the Teichroebs opened two more locations, both with fuel options of propane, diesel and gasoline. The larger of the two, a travel center, also offers DEF (diesel exhaust fluid) on pump. “Our travel center is our largest store right now with 5,000 square feet, although our fourth location in Denver City, Texas, will top that with 5,570 square feet,” Wall said.

To generate customer interest, she promotes the chain on social media and through billboards, as well as via its rewards program. “People can show the card or use their phone number to register their purchase,” Wall said. “We wanted to keep it simple for now.”

For all its innovations and products, Corner Store keeps one of its core values front and center—the focus on the customer. “It’s not about you—it’s all about the customer experience,” she said. “We want our customers to feel at home, to feel recognized and valued each time they walk into one of our locations.”

Bright Ideas

The three-unit chain partners with local charities such as Bounce Back and Feed My Starving Children to host events and food drives. Recently the company helped to sponsor a truck show by hosting it at one of their locations. “Thousands of people came out for the trucks, mechanical bull riding, ax throwing and food trucks,” said Judy Wall, marketing director for Corner Store. “We gave out goodies like Corner Store tumblers, notepads, hand sanitizer and mini calendars, which our trucker customers love.” Corner Store employees also have opportunities to volunteer to serve a nonprofit, such as packing food for Feed My Starving Children. “We allow our employees to participate during their shift or outside of work hours,” she said. “Our employees love participating. It’s a team bonding experience for them as well as showing our community we care about them.”