A Look Inside an Orlando RaceTrac
By Brett Dworski on Feb. 28, 2019ORLANDO, Fla. – Three buses full of retailers gathered outside the Rosen Shingle Creek Hotel in Orlando, Fla., on Feb. 26, to embark on a tour of retail outlets as part of this year’s Convenience Retailing University. The final stop, a RaceTrac convenience store on St. John Young Parkway, caught attendees’ eyes with its large format setup, outdoor patio, neon lights and unique product selection.
- RaceTrac Petroleum is No. 18 in the Top 40 update of CSP’s2018 Top 202 ranking of c-store chains by number of retail outlets.
This 5,500-square-foot RaceTrac carries a variety of merchandise, from private-label coolers and gift cards to fruity beverages and made-to-order food offerings.
Here’s a look inside the store, which includes a popular frozen yogurt program …
Light it up
Customers can't miss the glowing candy shelf next to the entrance. The 7-tier rack features an onslaught of fruity candies, mints and gum; it’s branded with Sour Patch Kids, Skittles, Twizzlers, Ice Breakers and Mentos logos and has neon lights on its edges. And the vibrant lights don’t stop at this candy shelf; at the back corner are more neon lights near the beverage cooler and coffee station. These eye-catching lights are meant to grab consumers’ attention from the minute they walk into the store, representatives from RaceTrac told CSP Daily News during the store visit.
Signage
Nearly every aisle is labeled with giant lettering so consumers know exactly where and what everything is. The beer section says Beer and More Beer, the foodservice counter says Breakfast, Lunch & Dinner, and the beverage cooler says Water, Energy and Soda.
Reynold Romero, vice president of Handy Food Stores, a c-store chain based in Tampa, Fla., told CSP Daily News that this type of informational signage is becoming common in c-stores. “It’s very clear to the consumer and it draws them to that section,” he said.
Ice cream
To the left of the foodservice counter is the first dispensed frozen-dessert section many of the attendees had ever seen in a c-store.
RaceTrac’s Swirl World offers frozen yogurt, ice cream and sorbet in cones and ice creams in 12 flavors, including Peanut Butter Fudge Cookie, Chocolate Chip Cookie Dough, Cookies ‘N’ Cream, Mint Cookies ‘N’ Cream and Chocolate Vanilla Swirl. Patrons also have access to a toppings bar containing crushed candy bars, gummy worms, chocolate chips and more. RaceTrac weighs consumers’ cones or cups once full to determine the cost, a process similar to that of many self-serve ice cream and frozen yogurt shops.
Fresh food
The kitchen is impossible to miss, because it’s dead-center in the store. RaceTrac serves a variety of made-to-order offerings for breakfast, lunch and dinner, such as chicken and egg sandwiches, cheeseburgers, empanadas and fresh salads. Snacks including Chobani yogurt, Hillshire Snack plates and fruit and cheese sticks are also available at this display.
Gourmet coffee
This RaceTrac offers more than six roasts of coffee across more than 15 serving stations. Each type is branded as the company’s Crazy Good Coffee and comes in Pumpkin, Dark Roast, Hazelnut, 100% Colombian, Regular and Decaf flavors. Also stationed at the coffee counter is the Hershey Co.’s Hot Chocolate and RaceTrac’s Gourmet Cappuccinos. The cappuccinos come in York Peppermint Patty, French Vanilla, Cinnabon Cinnamon Roll and Sugar-Free French Vanilla varieties.
The coffee station, along with the ice cream setup, are the most popular sections of the store, representatives from RaceTrac told CSP Daily News.
Tobacco and the register
The register sits aside the glowing candy display at the far left side of the store. This area stays somewhat traditional, offering tobacco products behind the counter and general merchandise such as energy shots and lighters at the register.