RaceTrac Petroleum’s RaceTrac brand hits a few key elements to earn its high volumes, Max McBrayer, chief supply officer for the Atlanta-based chain, told CSP.
It begins with a high-traffic location and includes a consistent, well-displayed market price; clearly visible price signage; well-maintained dispensers; and an adequate number of fueling positions to minimize wait times. The chain has been known to go the extra mile to stay competitive, especially in growth markets such as Florida, where it has leased a barge to bring in supply, according to OPIS.
Meanwhile, its 6,000-square-foot RT6K store concept, featuring an expanded food, beverage and coffee selection, frozen-yogurt bar, indoor and outdoor seating and free Wi-Fi, has proved a powerful draw for fuel customers.
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