The Kent Companies, operator of the Kent Kwik convenience store banner across nine states, has nearly doubled its footprint in less than three years, growing from 75 locations to 132 by the end of last year. That’s an expansion pace rarely seen among small and midsize operators.
But the Midland, Texas-based retailer isn't just adding stores. It's also experimenting with new formats.
Last summer, Kent unveiled a food-focused store prototype featuring a made-to-order kitchen, a beer cave and, at some locations, a drive-thru.
Now, the company is taking that strategy a step further with its first mini store, located inside Midland's new Diamondback Energy Athletic Complex, a 115,000-square-foot facility that will host soccer, tennis, volleyball, pickleball, indoor soccer and basketball year-round, a company spokesperson said in a statement to C-Store Dive.
At 1,804 square feet, the store — which debuted during the sports complex's grand opening on June 22 — is less than one-third the size of a standard Kent Kwik. Despite its smaller footprint, it offers hot food prepared on-site, cold beverages, hot coffee, ice cream and plenty of snacks.
Highlights include Kent's Kwik Start coffee bar and Kwik Freeze frozen beverage station, along with hot sandwiches, chicken tenders and a grab-and-go cooler stocked with cured meats and cheeses, fresh vegetables and pre-packaged meals through the company's Kwik Eats deli program.
The mini store is designed to “offer better than concession-standard food that is fast, convenient and really good to eat,” the spokesperson said.
“With back to back games, families often spend the entire day at the complex, and finding a convenient, quality meal can be a challenge,” the spokesperson added. “We wanted to create a place where athletes, parents, and fans could enjoy fresh, satisfying food without having to leave the excitement of the tournament.”
The idea for the store originated when one of the sports complex's founders approached Kent about supporting the capital campaign to build the facility. Those discussions evolved into an agreement that gave Kent naming rights to the concession areas throughout the complex.
“The facility was a great fit for our company as we love to support local youth programs,” Kent’s spokesperson said.
While Kent is interested in expanding the mini-store concept, the company isn't rushing into additional locations. The spokesperson said Kent first wants to ensure the initial location delivers the experience customers expect from the brand.
"We're honored to be part of this incredible community asset, and we look forward to celebrating every victory, big and small, with the athletes and families who walk through our doors," the spokesperson said.
