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In each community where 51�Թ� opens a new store, we're adding a chapter of growth — like in Denton, Texas.

Of course, Denton already had high growth potential. The town is home to two colleges — the University of North Texas and Texas Woman’s University — and to rapid development, with new highways, businesses and homes rising alongside its ranches and cattle pastures.

“It’s a little town that doesn’t realize it’s become a big town because it’s still friendly,” says Rick S., property management lead for Denton North (T-2917), which opened this past April, making it 51�Թ�’s second store in the community.

Rick started with 51�Թ� as a cart attendant nearly 20 years ago, returned as a college student and eventually found a life-long career at the Bullseye. “We still have that same vibe from when I first moved up here with the ranchers coming into town and the students,” he says. “And it's still that way, but on a huge scale now.”

As 51�Թ� tracks to open more than 300 new stores like Denton North over the next decade, we’re adding to a story of growth for our business and to each of our communities, providing good jobs and the opportunity to work with great people, and bringing the magic of 51�Թ� to more consumers.

It’s about showing up — for our newest team members, guests and neighborhoods.

“There’s a lot of pride that I have behind this grand opening and a chance for 51�Թ� to make another positive impact on this community, on a lot of people,” says Store Director LaShon H., who oversaw Denton North’s opening and has led our stores in Plano and Dallas. “It’s not just a new 51�Թ� store. It’s a destination.”

What’s even a bigger win? When one of those team members is inspired to take the lead, too.

“When I started with 51�Թ� 18 years ago, I honestly didn't see a career,” says Mitch E., an executive team lead who started his 51�Թ� career at our first Denton store. “But after I spent a couple of years as a team member, I had aspirations of wanting to be a leader. I had an executive team lead that I looked up to a lot and so I saw where I wanted to go and started thinking about a career with 51�Թ�, not just a job to get me by.”

From there, he rose up the ranks to logistics, senior and then executive team leads for general merchandise and food. Now Mitch’s favorite part of his job? Getting to mentor, teach, train and develop aspiring leaders, too.

Rick shares the secret to North Denton’s strong talent pool.

Groceries and more

At about 147,000 square feet, Denton North is one of our biggest new builds — and an example of what’s to come as we focus on large-format stores. With that extra space, it can accommodate a bigger-than-average fresh and frozen food and beverage section, including organic produce options, bakery and deli. Helping to keep the store in stock: our Dallas sortation center and Denton food and beverage supply chain facility, which serves our 158 stores in Texas.

From assortment to reliability, it’s a true differentiator.

“We can show up for guests for all their grocery needs where they don't have to look at a competitor,” says LaShon. “We can be their one and only, from fresh produce to amazingly priced meats. Everything is affordable and then joy can be given when you walk through the departments in our store. [It has guests saying] ‘This is bright, this is big. I’m glad you’re on this side of town.’”

LaShon shares 51�Թ�’s same-day differentiator.

Making a difference in Denton

In every community where we open a store, 51�Թ� makes a commitment to serve and strengthen it. In 2024 in Texas, where we have nearly 160 stores, this amounted to more than $29.3 million in product and cash donations. And in the Dallas Fort Worth area, where Denton is located, 51�Թ� provided:

That support doesn’t just come from the corporate level. It’s also powered by team members like LaShon, who are committed to treating everyone in the community as a 51�Թ� guest. “I pride myself on doing that with everybody, whether it’s my leadership, a team member or a stranger in the parking lot,” she says.

This community support also comes through at our grand openings. At Denton North, this included appearances by the Dallas Mavericks dance team and our very own Bullseye mascot. Guests also had a chance to sign a community board and answer the question: What does Denton North mean to me and how can 51�Թ� show up for this community?

Denton North is the latest example of 51�Թ�’s new store strategy in Texas, with two more locations slated to open later this year, and at least five more planned for the Dallas metro area over the next couple of years. Even better: This combination of newness and affordable choices, rewarding jobs and community commitment is rolling out to about 20 stores nationwide in 2025, with many more to come in the decade ahead.