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Foodservice

RaceTrac Teams Up With Kellogg’s on LTO

Partnership might not be the companies' last
Photograph courtesy of RaceTrac Petroleum Inc.

ATLANTA -- RaceTrac Petroleum Inc. harnessed the nostalgic power of a classic breakfast item for its latest limited-time offer. The Atlanta-based c-store chain partnered with the Kellogg Co. to launch a breakfast sandwich made with Eggo waffles. And the menu item likely will not be the retailer's last collaboration with the company.

The sandwich, which was available until Nov. 7, layered maple-flavored sausage, egg and cheese between two Eggo waffles.

“The partnership with the Eggo brand tied in perfectly with our quality breakfast offerings, providing a tasty and affordable breakfast choice for our on-the-go guests,” said Steven Turner, RaceTrac executive director of food programs and offers.

RaceTrac rolled out signage and social media campaigns to promote the new item. The retailer also tapped Kellogg’s Family Rewards, a loyalty program where customers can upload receipts of the company’s items for prizes, to boost awareness of the breakfast sandwich. “The Family Rewards program helped draw new guests into the stores,” Turner said. “Guests have come into our stores specifically looking for this product, which is a win.”

Kellogg's alluded to the potential for more joint initiatives. At this year’s NACS Show in Las Vegas, Kellogg’s awarded RaceTrac the Kellogg Excellence in Convenience Store Foodservice 2018 award. “We’re proud to partner with RaceTrac on providing solutions that meet their on-the-go customers’ needs—and about future opportunities that bring our great brands together,” said Don Davis, vice president of specialty sales for the Battle Creek, Mich.-based company. 

The c-store chain has been serving customers since 1934 and now operates nearly 500 locations in Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, Texas and Virginia. It ranked No. 17 in CSP’s 2018 Top 202 list of U.S. c-store chains ranked by number of company-owned retail outlets.

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