In 1922, he switched the store from the traditional "credit-and-delivery" setup to "cash-and-carry" and expanded its lineup from basic groceries to include personal care products. His first attempt at expansion - establishing a feed store in Kerrville and three satellite stores in nearby towns - ended in failure. In 1926, he tried again and opened a second store in Del Rio, Texas, 150 miles to the southwest along the Rio Grande which was successful. In 1928, he borrowed $38,000 realizing the need to expand to areas with greater population. He purchased a further three stores in the Rio Grande Valley some 300 miles to the South near the Mexican border. His new strategy paid off and he moved the company headquarters to Harlingen, Texas, where he opened up a distribution center and established the Harlingen Cannery which packaged Texas-manufactured produce. Thereafter, the company grew rapidly expanding into Laredo (1929), Corpus Christi (1931), Austin (1938), and San Antonio (1943).