Sunday, April 8, 2018

At RaceTrac New Made-to-Order Food is the Future

RaceTrac entered the Florida market expanding its’ brands reach and recently they edified that reach with a new template concept convenience store that feature a full made-to-order, fresh prepared food program elevating freshness and brand relevance.
Regular readers on the East Coast of the US the battle for a larger share of stomach in the retail food space has nearly created consumer choice over-load according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® as 7-Eleven, Sheetz, Rutter’s, and Wawa have all targeted restaurant customers with new and improved fresh food offerings.
RaceTrac’s elevated fresh food includes sandwiches, wraps, a specialty hot and cold beverage bar with barista-style smoothies and shakes, and all-day breakfast items. Guests customize and order their meals on a touchscreen kiosk, and then can watch the store staff prepare their food.
To be sure this new ‘deli-based’ food concept replaces RaceTrac’s previous venture into made-to-order foodservice with the Speedy Avocado Mexican Grill getting more in line with customer expectations and grocerant niche industry norms according to Johnson.
The new concept RaceTrac is a meal 5,500-square-foot unit where customers can customize their breakfast sandwiches at an electronic kiosk. Other offerings include three different types of subs, four sandwiches, and one wrap; and made-to-order whole pizza, personal pan pizza and pizza slices. In addition, an extensive grab-and-go offering includes items from three roller grills the mainstay of convenience stores of yesterday.
Race Trac with this new concept store is moving more in-line with grocerant niche customers empowering choice, adding more and more fresh food and deemphasizing the roller grill. Is your brand evolving with consumers? 
Are you trapped doing what you have always done and doing it the same way?  Interested in learning how can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: or visit: for more information.


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