One of the most well-known acquisitions in the c-store industry occurred in late 2025, and it wasn’t between two convenience retailers. Atlanta-based RaceTrac, which now operates over 860 total stores, acquired restaurant chain Potbelly. In the past year, the c-store giant also opened its 600th RaceTrac-branded store, expanded outside of its typical market area and invested in supply chain, foodservice and technology.
Its accelerated growth and substantial presence in the industry have distinguished it, and CStore Decisions is recognizing RaceTrac’s accomplishments by naming it a 2026 Chain to Watch.
A Season of Growth
RaceTrac’s enterprise consists of RaceTrac, RaceWay, Gulf, Energy Dispatch and, most recently, Potbelly Sandwich Works.
RaceTrac has historically focused its growth in the Southeast, but in recent years, the chain has been northward bound, opening sites in Ohio and Indiana.
“There are many factors we consider when it comes to growth,” said Melanie Isbill, president of convenience at RaceTrac. “Of course, we look at the fundamentals: population and traffic growth, real estate opportunities, supply-chain reach and the ability to build a strong team. But we also look for areas where we can serve growing communities, including along key travel corridors where we can meet the needs of professional drivers, bring value through competitive fuel pricing and convenience offerings, and create a store experience that gives guests more reasons to choose RaceTrac throughout their day.”
While RaceTrac is heading toward colder climates, it hasn’t abandoned its existing footprint. Now operating in 14 states, the chain has also recently expanded into North and South Carolina, adding an additional two Southern states to its map.
During its season of growth, the retailer reached its 600th store under the RaceTrac banner this past year.
“At RaceTrac convenience, one accomplishment that best represents our momentum is the way we have continued to invest simultaneously in growth, our capabilities and our people,” said Isbill. “… From expanding into new markets and strengthening our supply chain to advancing our technology, we are building for the long term.”
The Potbelly Advantage
RaceTrac’s acquisition of Potbelly is allowing the chain to view foodservice through a completely new lens. The two brands are able to learn from one another, getting a taste for each other’s techniques, strategies and overall goals.
The combination of RaceTrac’s convenience expertise and Potbelly’s established foodservice brand offers immense opportunity.
“The two are separate businesses,” Isbill said, “but there might be some occasions where the two brands coexist on one property.”
As for the c-store’s core foodservice, RaceTrac’s made-in-house pizza program is its strongest performer, but other hot foods like breakfast offerings and roller grill also rake in sales.
The hot foods program overall is performing well, and RaceTrac has been introducing new flavors and menu options, refining operations and discovering ways to make the experience faster and easier for customers.
“It’s exciting to see c-store food getting so much attention right now. While it may be a growing trend, it’s long been a focus for us. For years, we have worked to offer guests high-quality, craveable snacks and meals. Our culinary team is constantly innovating, but guest preference ultimately leads the way; only the menu items guests respond to make the cut and show up in our stores,” Isbill said.
Rewarding Usefulness
In addition to food, RaceTrac has been investing in loyalty this year. It’s committed to creating a meaningful digital experience the RaceTrac app and RaceTrac Rewards.
“Our RaceTrac convenience mission is to make people’s lives simpler and more enjoyable and that isn’t just at the pump or inside the store,” said Isbill.
The app and rewards program have allowed the chain to connect with guests through personalized value, relevant offers an easier path to engage with the brand, she continued.
Overall, RaceTrac has learned that its customers prioritize usefulness. The digital experience is not meant to be separate but a way to make every store interaction frictionless.
“Guests want digital tools that save them time and money and recognize how they shop,” Isbill said.
In its pursuit to make convenience retail even more convenient, RaceTrac reached a significant milestone in its RaceTrac Rewards membership enrollment.
“(This is) an encouraging sign that we we’re building a strong connection with our guests and the value they find in the program,” said Isbill.
‘We Aren’t Standing Still’
RaceTrac’s growing footprint and strong vision make it a standout chain in the industry. When asked why the retailer is a chain to watch this year, Isbill pointed to RaceTrac’s focus on the future — “we aren’t standing still.”
“We’re growing our footprint, investing in the guest experience, strengthening our technology and supply chain, and expanding our capabilities in foodservice, all while maintaining the entrepreneurial spirit that has defined RaceTrac for more than 90 years.
“But our ‘x-factor’ and what makes our organization special is our people,” said Isbill. “I’m incredibly proud of our team members and the energy and hospitality they bring to serving our guests and each other every day. Their commitment to creating a welcoming experience is what truly sets us apart.”
