RaceTrac targeting boat drivers with its newest store

Dive Brief:

Convenience retailer RaceTrac has opened a new location in Marathon, Florida — the retailer’s southernmost store, and first location to offer ethanol-free fuel in the forecourt, according to a Monday announcement.
RaceTrac’s newest store is specifically targeting boat drivers, who are prevalent in the Marathon area and often use ethanol-free fuel — which is best for small engines — to fill up their vessels, a company spokesperson said.
The store is RaceTrac’s 247th location in Florida, signaling that the retailer continues to grow its footprint in its established areas in addition to its previously announced plans to expand throughout the country.

Dive Insight:

RaceTrac added ethanol-free fuel to its Marathon store’s forecourt with the intention of making it easier for boat drivers to fill up on their way to the marina, the spokesperson said.

While RaceTrac offers this type of fuel at other stores, it was always previously located in the rear court and not in the forecourt, they said. This fuel will be offered in both the rear court and forecourt at the Marathon location.

“It’s right out under the main canopy, so you just pull in and you pump it straight into your boat and then hit the lake,” the spokesperson said.

RaceTrac’s newest store is located about half a mile from the Marathon City Marina, which connects into the city’s Boot Key Harbor.

“For this location, it's specifically intended for people that have watercraft — that's what we're going for,” the spokesperson said.

Beyond offering ethanol-free fuel, RaceTrac’s newest store — its first in the Florida Keys — has 16 fueling positions in the forecourt, three lanes of diesel and diesel exhaust fluid, and the retailer’s standard convenience items inside, such as fresh food, coffee, frozen yogurt and more. The new store will add approximately 30 new jobs to the Marathon community, according to RaceTrac’s announcement.

Founded in 1934, Atlanta-based RaceTrac operates over 560 c-stores in Georgia, Florida, Alabama, Kentucky, Louisiana, Mississippi, Texas and Tennessee.