Marco Cruz pulled off a four-lane road into the parking lot of a Circle K convenience store in McAllen, Texas, 12 miles north of the US-Mexico border. It was 1.20am on a mild November night in 2025, and Cruz was looking for a bedtime snack after a day of visiting family and friends. He grabbed a pack of beef and jalapeño cheese sticks from the shelf, where they were priced at $3.99. At the counter, though, they rang up at $4.19.
Cruz asked the cashier to charge him the lower shelf price. The employee refused, he said, and threatened to call the police when Cruz grew more insistent. “All I’m asking you is honor the price,” Cruz told the attendant before leaving the store and, later, filing a complaint with the Texas attorney general.
