RaceTrac’s RT6K c-store model is a 6,000-square-foot, state-of-the-art store that “reflects our brand personality both inside and out,” said CEO Allison Moran.
The exterior is updated with stacked stonework, outdoor seating and eye-catching signage that extends the store’s brand personality out to the pumps.
With a more open sales floor, RaceTrac relocated the cashwrap to place it front and center, making it easier for associates to move around and be readily available to serve customers. A more central cashwrap also allows guests to be greeted as soon as they walk through the doors.
“From our guests’ perspective, we wanted to break the mold and create an environment that was welcoming and inviting,” Moran said. “The 6K format is brighter and more colorful, and with a layout that is 1,000 square feet larger, it is much more open and appealing.”
What the Experts Say
RaceTrac’s 6K design is a welcoming change from your average c-store. From the fresh colors on the outside awnings to the fresh vegetables on the ceiling mural, it screams “welcome to our fresh market.” The food photography works in this environment as it reinforces the brand statement in a surprisingly subtle way. The food itself is well presented right down to the condiment stations. RaceTrac has really stepped up its game in the design, keeping the best of previous versions and kicking it up a notch with an obvious commitment to fresh products. Finally, there is nobody that does a better, more consistent job at frozen yogurt than RaceTrac. —Mike Lawshe, president and CEO, Paragon Solutions