TEMPLE, TX (August 11, 2011) – CEFCO Convenience Stores has announced that it will be celebrating the opening of the chain’s newest store on Thursday, August 11, 2011. The site, located at 500 West FM2410 (Knight’s Way) in Harker Heights, TX, is the third location in the city and will serve as the chain’s prototype store.

A crowning achievement of the CEFCO organization, the new store is the next generation of store design and guest experience. It incorporates a number of innovative operational enhancements made possible by an open, fresh design with modern treatments and upgraded finishes.

"We are tremendously proud of what the newest CEFCO store means to the organization,” said Raymond Smith, COO of Fikes Wholesale. Fikes Wholesale is the parent company of CEFCO Convenience Stores. "It will be the laboratory for current and future business improvements including operations, facilities design, green efficiencies, equipment, product offering, and overall customer experience.”   Among the attractions of the newly designed store is an enhanced hot beverage program that offers a multitude of syrups and toppings, as well as the much lauded CEFCO Iced Tea program. Over 60 varieties of craft and import beers, along with a full assortment of wines, will satisfy every taste. Additionally customers will find an expanded frozen food and tobacco offerings, for people with busy schedules and little time to spare.

 

"Our customers are very particular about how they spend their hard earned money. We believe that they deserve a great value on top quality product,” said Brian Matlock, Director of Foodservice, CEFCO Stores. "The ‘Your Way’ hot beverage program, starts with the best quality coffee beans that are ground on site to ensure maximum freshness. Then guests have a wide assortment of condiments and toppings to build their customized drinks just the way they want it. It’s like a coffee house quality at a fraction of the price.”

During the first few weeks of operation, the convenience retailer will be celebrating the opening by offering great pricing on high quality CEFCO fuel and free carwashes. Additionally, one-thousand customers will be given a free mug that entitles them to free refills on any coffee, tea, fountain soft drink, or frozen carbonated beverage until September 15^th. "We will also be sampling our new food offerings over the next few weeks”, said Steve Keane, VP of Marketing, CEFCO Stores. "We are very proud of the great foodservice products that we offer, and are anxious to have our customers try them”.

"We invite the public to visit the newest CEFCO and be treated to an exciting shopping experience unmatched by any other local convenience retailer”, said Brett Giesick, CEFCO Chief Retail Officer. "We believe that the enhancements built into this site reflect our core values of providing the best customer experience for every customer, every day.”