RaceTrac Rolls Out New Coffee for New Year With Week of Samples

Update: More pix of retailer's new prototype store in Acworth, Ga.

Published in CSP Daily News

ATLANTA -- To start off 2012, RaceTrac Petroleum Inc. is giving its guests a week of free coffee. Six new blends, made of 100% Arabica beans, are now available in stores throughout the company's seven markets. RaceTrac stores in all markets are launching the richer, more flavorful offerings by giving away free coffee with any inside purchase January 8-14.

RaceTrac's new coffee lineup--Regular, Dark Roast, Decaf, Extra Caffeinated, 100% Colombian and Hazelnut--offers guests coffee shop-quality blends for a lower price. Guests are encouraged to "Be Their Own Baristas" by using RaceTrac's large selection of fresh, chilled dairy creamers, flavored syrups, natural and diet sweeteners and toppings such as ground cinnamon and chocolate to create their own customized cup of coffee.

"Our new blend, new cups and the new look of our in-store coffee areas are all the result of guest feedback," said Eric Williams, vice president of people, products and promotions for RaceTrac. "We spent months developing the medium-roast blends our guests said would make RaceTrac coffee a more enjoyable beverage experience. Everyone at RaceTrac, from the stores to the test kitchens, is excited about our new offering. And, once guests try it, we think they'll be, too."

The retailer is encouraging fans of the new blends to "like" RaceTrac on its Facebook page to learn how they can receive free coupons and coffee updates.

RaceTrac operates retail gasoline convenience stores in seven metro markets, including Atlanta, Dallas, New Orleans, Baton Rouge, La., Miami, Tampa/St. Petersburg and Orlando, Fla.

And updating a CSP Daily News story from last week (see Related Content below), RaceTrac Petroleum has opened a new store in Acworth, Ga., that it said will serve as the prototype for all new RaceTrac locations.

At 6,000 square feet, the new store is one-third larger than the typical RaceTrac station and includes new features such as free wireless Internet, indoor and outdoor seating, expanded food and beverage offerings, a frozen yogurt bar and a walk-in beer cave.

The store sports such features as stone columns and stacked-stone accents.

Race Trac spokesperson Sherri Scott said that the goal is to take customers back to the idea of a neighborhood store versus a traditional gas station.

Click here to view a gallery of pictures of the interior and exterior of the Acworth RaceTrac store.

Based in Atlanta, RaceTrac operates more than 300 convenience store locations in four southeastern states. A typical RaceTrac store features 4,000 plus square feet of convenience space with more than 4,000 items and up to 24 fueling positions.