Dive Brief:
- RaceTrac is investing nearly $20 million to remodel 30 of its convenience stores in the Dallas-Fort Worth area, according to a company announcement.
- Each remodel will include a grab-and-go pizza counter, redesigned coffee area and frozen yogurt bar, along with reorganized shelf space and updated interior graphics, signage and paint, per the announcement.
- The project is part of RaceTrac's broader strategy to position its convenience stores as food-first destinations, the company said.
Dive Insight:
While most of the talk around RaceTrac’s food business has centered on its $566 million acquisition of sandwich QSR chain Potbelly in 2025, the Atlanta-based c-store retailer has been expanding its proprietary foodservice offerings, with its pizza becoming more of a focus. Just this week, the retailer announced that pepperoni pizza will become a permanent addition to its menu.
The pizza bar included in the company’s remodeled sites will feature pies made inside each store. In addition to pepperoni, Racetrac’s pizza menu includes cheese, sausage and buffalo chicken options, according to its online menu. Meanwhile, the revamped coffee area will feature six blends of RaceTrac’s “Crazy Good Coffee” with available fixings, while its popular Swirl World frozen yogurt bar will include an expanded toppings lineup at select locations.
Reorganized shelves aim to make RaceTac’s stores easier to shop, the company said. For example, it will house chips near the beer cooler and pastries near the coffee island.
RaceTrac’s Dallas-Fort Worth remodels have been underway for months, with the first ones reopening in early May, per the announcement. The retailer expects the staggered reopenings to continue through the rest of the year with one to three reworked sites debuting per week. Some stores will remain open during construction, while others requiring more extensive remodels will close.
The remodels are RaceTrac’s largest concentrated investment in the Dallas-Fort Worth market to date, according to the announcement.
“Dallas-Fort Worth has been home to RaceTrac for decades, and our guests deserve the very best of what our brand has to offer,” said Melanie Isbill, president of convenience retail at RaceTrac. “With these remodels, we’re bringing a fresh store experience, new food offerings and the full RaceTrac pizza bar to DFW.”
