RaceTrac Ready to Roll Out New Store Design

6,000-square-foot stores designed to give consumers "more"

Steve Holtz, Editor in Chief, CSP Daily News

ATLANTA -- RaceTrac Petroleum Inc. has ambitious new-construction plans for the coming year, mostly centered around a new retail store design, sources in the company told CSP Daily News recently.

An unspecified number of those new sites will come in the form of the chain's new 6,000-square-foot prototype, the second of which is scheduled to open in the next week.

"Our guests told us they wanted more from a convenience store, and so that's what we're pushing with the new model," Sherri Scott, public relations manager for RaceTrac, told CSP Daily News.

The new prototype is 1,000 square feet larger than RaceTrac's previous design and adds more space for the company's foodservice offer, including roller-grill products, sandwiches, salads and a new 24-hour frozen-yogurt station dubbed Swirl World Yogurt, offering fresh yogurt and more than 40 fresh toppings.

"Our guests told us we love the roller grill. There's always going to be that guest who loves that," Scott said, "but there's also the mom who's on the run and coming in to get her kid a quick frozen drink and also wants a quick snack [for herself], so we are catering to her as well.

"We want people to come in for every single day-part. So we're trying to provide the products that will give them a reason to shop here two or three times a day."

The first 6,000-square-foot store opened in Acworth, Ga., on Jan. 5. It's performing "very well," according to Scott. A second site is scheduled to open February 16 in Gainesville, Ga., and while not offering specific numbers, Scott said future openings are in the works.

"We're definitely pushing forward aggressively with the new design," Scott said. "It's the future of RaceTrac, and as our communities grow, we're going to be delivering that model to them."

Atlanta-based RaceTrac operates more than 300 gas stations in four states.

Steve Holtz, CSP/Winsight By Steve Holtz, Editor in Chief, CSP Daily News
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