RaceTrac gets personal with rewards
A leading U.S. convenience retailer is introducing new features to its loyalty program.
RaceTrac is leveraging the Capillary loyalty infrastructure in an effort to transform and enhance the existing RaceTrac Rewards loyalty program across its more than 600 retail locations. The enhanced program will combine tier-based recognition with the ability to stack and combine offers, while advanced targeting will tailor promotions to individual preferences and behaviors.
With these capabilities, RaceTrac seeks to deliver loyalty experiences that will feel uniquely relevant to each customer on a platform built to scale seamlessly with future growth.
[READ MORE: Done Deal: RaceTrac completes $566M Potbelly purchase]
Utilizing advanced personalization with a more flexible rewards construct, RaceTrac intends to be able to recognize loyalty at multiple levels, present offers that fit each customer’s context, and strengthen emotional connections with the goal of driving repeat visits.
"At RaceTrac, we’re committed to creating frictionless experiences that feel simple and enjoyable," said Jamie Miller, VP of marketing at RaceTrac. "Our enhanced RaceTrac Rewards program is designed to meet guests where they are — offering tailored value that makes every guest feel appreciated and every visit worth repeating. We’re excited to partner with Capillary to bring this next phase of the program to life."
In July 2025, RaceWay, an operator of more than 240 franchised RaceTrac convenience/fuel store stores, built its own new RaceWay Rewards loyalty program on the Par Technology Par Retail platform to support personalized rewards and tailored offers. The RaceTrac franchisor seeks to drive repeat visits, increase engagement, and develop lasting customer loyalty.
"We’re thrilled to partner with RaceTrac, a brand that truly lives its customer-first values," said Kunwar Keshav, senior VP at Capillary Technologies. "This collaboration brings together RaceTrac’s deep understanding of guest experiences with Capillary’s AI-led loyalty technology. The result is a modern program that not only responds to what customers want today but anticipates what they’ll value tomorrow."
Headquartered in Atlanta, family-owned RaceTrac Inc. is one of the largest privately held companies in the U.S., with retail brands including more than 800 RaceTrac and RaceWay retail locations, approximately 1,200 Gulf branded locations, and more than 445 Potbelly neighborhood sandwich shops throughout the U.S.
