The store had been at its location for more than a year. A fire destroyed the same store at aprevious locationmore than two years ago.
Witnesses on the scene say they heard an explosion before the fire broke out.
Goldsboro fire chief Bobby Greenfield says the smoke was so thick that firefighters had trouble seeing inside the building.
The building used to house the old Woolworth's department store. A church that was located next door to the Super 10 store suffered minor smoke damage.
One firefighter twisted his knee while trying to stop the fire. Authorities say they do not know the cause of the fire.