Building the RT6K

Not a Star Wars droid, but RaceTrac's latest prototype store (slideshow)

Allison Moran, CEO, RaceTrac

SMYRNA, Ga. -- RaceTrac's new RT6K stores feature 6,000 square feet of space filled with more than 4,000 retail and foodservice options.

In this CSP Daily News exclusive, the chain's senior vice president, Allison Moran (who--as reported earlier this week--has been named the company's new CEO effective Dec. 31), discusses how doing things "the RaceTrac way" helped in the launch of the newest prototype:

The RT6K (RaceTrac 6,000) is like nothing seen before in convenience retailing. It marries operational ease with aesthetic elements intended to enhance the communities in which we operate. Our stacked-stone exterior, for example, is more reminiscent of a fast-casual eatery than our heritage RaceTracs. The natural light and bright colors used inside make for a warm and inviting retail experience.

The indoor and outdoor seating areas offered by the RT6K invite guests to stay and make RaceTrac their "third place" destination. And then there are the enhanced product offerings, including Swirl World, our proprietary, 24-hour frozen yogurt concept.

Swirl World is a great example of how our mission, vision and core values are the key ingredients for achieving our vision of being "the convenience store of choice." The concept came from our leadership team, was vetted and planned by our Special Projects group and effectively executed by our store teams.

Stakeholders included people from teams throughout the company. It was truly the result of many people's collective efforts. That is what makes me most proud. Today, you can walk into any one of our eight new RT6Ks and see how well that emphasis on teamwork paid off for RaceTrac, our employees and our guests. Try the Birthday Cake flavor; it's a favorite.

"The RaceTrac Way" works because it is grounded in treating people well, giving them a voice and helping them grow. It inherently recognizes that we can have some fun a long the way, which is exactly what we are doing. It's an exciting and fun time at the Trac, and the RT6K is only the beginning!

RaceTrac has been serving customers since 1934. It operates more than 320 stores in five states (Texas, Georgia, Florida, Louisiana and Mississippi) under the RaceTrac brand. The company also licenses dealer-operated stores that operate under the Raceway brand.

(See Related Content below to read more about the development of RaceTrac's RT6K stores, as well as Moran's appointment to the role of CEO.)

Allison Moran is senior vice president of the RaceTrac Division of RaceTrac Petroleum Inc., Atlanta.