3 Big Numbers is a weekly column that looks at a few key details from around the c-store industry.
In the crowded convenience store space, retailers are regularly trying new markets, products and approaches to stand out from the crowd. We’d like to use this space to highlight some of the more interesting efforts.
In this week’s “3 Big Numbers,” we take a closer look at Dolly Parton’s entry to the c-store space, RaceTrac’s expansion plans and the new 7-Eleven sandwich that has people talking.
1
The number of Dolly’s Tennessean Travel Centers that have officially been announced.
When c-stores work with celebrities, they tend to focus on the sports world. Think Wawa’s Scwarberfest with MLB slugger Kyle Schwarber, 7-Eleven’s “Always Open” promotion with NFL receiver Ja’Marr Chase and Love’s Travel Stops & Country Stores, Wawa and Pilot sponsoring Nascar drivers.
The Tennessean, a truckstop that was founded in 1974, went in a different direction, partnering with country music legend Dolly Parton to create an eye-catching new travel stop brand. Her musical star power is undeniable — in 2024, Billboard rated her best country singer of all time — and she draws further attention for her philanthropic work and humble, down-to-earth attitude.
Parton’s star power will make this chain one to watch when the rebranded Tennessean reopens next summer. If anyone can give Buc-ee’s mascot a run for its money, it’s Dolly.
12
The number of states that now have RaceTrac locations.
While the Dolly’s travel centers news has only been floating around for a few weeks, we’ve been expecting RaceTrac’s North Carolina debut for nearly two years.
The retailer held its grand opening in the state on Dec. 2. The location joins a handful of RaceWay stores, which are the company’s franchised arm, but this brings RaceTrac’s first company-controlled stores to North Carolina. With this, RaceTrac is now in 12 states.
The growth in the retailer’s footprint mirrors growth in other areas of its business this year. RaceTrac has made a number of tech upgrades to its sites, boosted its supply chain with a new distribution center and, most notably, added sandwich QSR Potbelly to the company portfolio.
-5%
The year-over-year change in 7-Eleven’s U.S. same-store traffic in fiscal Q2.
7-Eleven is suffering from a traffic slump in the U.S. Its fiscal Q2 same-store traffic dropped by 5%, continuing a more than year-long trend of shrinking visits. However, it’s worth noting that the 5% is the slowest traffic loss since fiscal Q2 of 2024, and that trend further improved in the first two months of Q3.
One way the company is looking to address the issue is with its foodservice program. From updated coffee to a whole new store design based around dining, the retailer has been building its food capabilities from all angles.
This week, it added another vector — the allure of bringing the Japanese konbini experience to the states.
Okay, so maybe it’s not the full experience, but with the introduction of Japanese-style egg sandwiches to participating 7-Eleven, Speedway and Stripes stores is a first step in applying the best parts of those Japanese stores here. Time will tell what else the company may bring over from its high-performing overseas business.
