7-Eleven is suddenly facing new competition: Convenience store operator Yesway has expanded its presence in Texas and New Mexico with the addition of five new Allsup’s locations, capping a year of rapid growth for the Fort Worth-based company. With these new openings, Yesway now operates 440 stores across nine states, making it one of the fastest-growing convenience store chains in the U.S. since its founding in 2015.
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Expansion Focused on Community Access
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The new stores include three in Texas, located in Mount Vernon, Lubbock, and Keene, and two in New Mexico, in Las Cruces and Farmington. These locations are part of Yesway’s strategy to target rural and suburban communities where convenience stores often serve as essential hubs.
The stores, each over 6,000 square feet, will operate around the clock and offer a mix of products and services. Popular items include the well-known Allsup’s deep-fried burritos, fresh groceries, and private-label snacks. Additional amenities like beer caves, ATMs, and even cryptocurrency kiosks highlight the company’s effort to appeal to a broad range of customers.
A Rapid Growth Trajectory
This latest expansion comes during a period of aggressive growth for Yesway, which operates stores under its namesake brand as well as Allsup’s. The company has focused on both acquisitions and new store construction to build its footprint, with these latest additions marking a milestone in its strategy.
While Yesway declined to comment beyond its official statement, a press release from the company included a remark from Chief Real Estate Officer Thomas Brown, who credited the company’s workforce for driving the expansion. “We could not have achieved this swift pace of growth in 2024 without the relentless efforts and exceptional dedication of our talented teams,” he said.
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Challenges in a Competitive Market
Convenience store chains face increasing pressure to diversify their offerings, and Yesway’s approach reflects this trend. In addition to traditional convenience store staples, the new stores emphasize fresh food options and specialized services. However, entering new markets is not without challenges, particularly in regions where competitors like Casey’s General Store and 7-Eleven have strong footholds.
Retail analyst Marcus Steele points out that Yesway’s focus on community integration could be key to its success. “Rural and suburban areas often lack access to grocery stores or quick food options, so a brand like Yesway, with its range of services, has an opportunity to fill a gap,” Steele said. “But scaling that model while maintaining quality will be critical.”
Looking Ahead
With 440 stores now under its belt, Yesway seems poised to continue its expansion in 2025. Whether the company’s mix of traditional and modern conveniences will resonate with customers across its nine-state footprint remains to be seen, but its recent growth indicates it’s betting big on its current model.
For customers in Texas and New Mexico, the new Allsup’s locations are now open, offering familiar favorites alongside a slate of newer services designed to meet evolving customer needs.
