RaceTrac, RaceWay

RaceTrac Petroleum’s corporate tagline is “Making people’s lives simpler and more enjoyable.” The company operates more than 380 stores under the RaceTrac brand, with most featuring 20 to 24 fueling positions and a more than 4,000-square-foot convenience store with more than 4,000 items.

The company also licenses dealer-operated stores called RaceWay. In the RaceWay network, operators pay a commission per gallon of gasoline sold, with inside inventory and sales being the responsibility of the operator. All the stores sell the company’s proprietary gasoline brand.

RaceTrac has opened more than 100 stores over the past couple of years, with aggressive development continuing. Recently, it introduced a new design it calls the “RT6K,” a 6,000-square-foot floor plan that features 360-degree brick walls, 10 Swirl World Yogurt flavors with 40-plus toppings, outdoor and indoor seating and free Wi-Fi. The new models also feature an expanded food, beverage and coffee selection. There are more than 90 6K stores in operation, with more to come.

A key feature of the RT6K model is more back-room space with adjacencies to allow for storage and space in which to move around. The cash-register area is in the center, making it easier for associates to move and be readily available to serve customers. Branding and signs also are updated, and its exterior has stacked stonework and outdoor seating.

RaceWay stores are typically 2,200 square feet and offer 10 to 12 fueling stations.

RaceTrac is ranked as the 36th largest privately held U.S. company by Forbes based on annual revenues. Besides the stores, the company has a real-estate division, which identifies and manages potential store sites.

No. of Stores:	385
Average Store Size:	4,000+ sq. ft.
Rank:	24
Rank Last Year:	26
States of Operation:	Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, Texas, Virginia
Website:	http://www.racetrac.com
Family Business:	Yes

RaceTrac's RT6K c-store model: a 6,000-square-foot, state-of-the-art store "that reflects our brand personality both inside and out."

RaceTrac talked with its store associates to identify the pain points of its existing store model and ways to improve the shopper experience.

Just inside the doors, customers get a wide view of the numerous food, tobacco, snack and general merchandise options available to them.

RaceTrac’s 6,000-square-foot 6K model boasts a welcoming and inviting environment, featuring brighter lighting and colorful signage. Swirl World, RaceTrac’s proprietary frozen-yogurt offering, offers 10 flavors and more than 40 toppings, such as fresh fruits and candy.

The expanded coffee bar includes a lineup of six blends of Crazy Good Coffee, freshly brewed 24/7 using 100% Arabica coffee beans. Guests can also add sweeteners, creamers and toppings.

The store’s centralized cashwrap gives employees the opportunity to welcome and greet guests as they peruse the sales floor.

Selections on the roller grill include taquitos, country sausage links and Nathan’s Famous beef hot dogs. The store's fresh-food offering includes a variety of sandwiches, salads and wraps.

New stores include eight varieties (four flavors, each sweetened and unsweetened) of fresh-made iced tea under the Tetley's brand.