• by Sarah Mahoney  @mahoney_sarah, Yesterday

Walmart is giving shoppers a glimpse of its future with the opening of a new supercenter in Cypress, Texas — its first in four years. And while the store features updated layouts, expanded services, and regional flourishes like fresh tortillas and a sushi station, the bigger message may be this: Walmart is betting that a sleeker, smarter version of its signature value proposition can help defend its grocery dominance and fend off surging rivals like Costco.

The new format is part of a broader growth strategy. Walmart plans to open additional supercenters this year in Frisco and Melissa, Texas; Eagle Mountain, Utah; and Eastvale, California. It also aims to convert more than 150 stores into the upgraded format over the next several years.

According to Numerator, the company still holds the largest share of the U.S. grocery market — 21.2% — but that figure is down slightly from 21.5% a year ago. By contrast, Costco’s share has grown to 8.5%, up from 8%. As economic pressure continues to reshape shopping habits, Walmart’s affordability advantage is coming back into focus, and the company continues to attract more affluent shoppers looking to lower their grocery bills.

Rupesh Parikh, an analyst who follows the retailer for Oppenheimer, notes that Walmart has historically gained ground in periods of economic strain, pointing to its consistent performance through multiple past recessions. While Parikh’s analysis focuses on investor outlook, the implication for retail strategy is clear: Walmart tends to become a stronger draw when consumers are watching every dollar.

The Cypress store offers a peek at how Walmart is combining that value positioning with more modern tools. In addition to updated tech, like QR codes, digital shelving, and app-based service scheduling, the store includes expanded pickup and delivery options, such as InHome and express delivery in as little as 30 minutes. On the amenities side, it features a drive-through pharmacy, a mother’s room, and an auto care center.

Behind the scenes, Walmart is making equally significant upgrades. Parikh recently toured the company’s automated perishable and ecommerce fulfillment centers in the Dallas area and came away “incrementally upbeat” about Walmart’s long-term potential. These infrastructure investments, he notes, create a “runway for further margin improvements” while supporting faster, more flexible service.

That operational confidence is showing up in Walmart’s messaging. Despite the unpredictable climate — including the impact of new tariffs — the company recently reaffirmed its full-year guidance and expects sales to rise between 3 and 4% in the next quarter. And while general merchandise remains volatile, with sales below original expectations, Parikh says Walmart’s category mix gives it room to adapt.

As the quarter progresses, Walmart appears increasingly focused on both offense and defense, building out tech and supply chain advantages while reminding customers why it has long been the retailer of choice in harder times. “This store was built with the customer in mind,” said John Furner, president and CEO of Walmart U.S., in the announcement. “It’s part of a larger transformation happening across our stores as we reimagine what shopping looks like for the future. It shows what’s possible when innovation meets intention."