Challenge: RaceTrac, the privately held chain of over 500 gas-convenience stores located across the southeast, needed to differentiate itself in a highly competitive industry.  A key issue for RaceTrac was bringing customers from the “Pump Island” into the convenience store.

Solution: During 2005 RaceTrac established its Innovation Lab in partnership with Launch Institute.  The Innovation Lab focused on several customer “experiences” that were deemed to be key to attracting customers into the retail stores and generating increased revenue.

One of the prime areas of opportunity identified was the “coffee experience”. RaceTrac’s coffee experience has been rated highest in the Gas-Convenience Category for the past six months after implementation of selected ideas.