The Atlanta-based convenience store giant is introducing a new advertising platform designed to connect brands with millions of customers across its growing retail and restaurant portfolio.

RaceTrac, one of the nation’s largest privately held convenience store operators, has announced the launch of Trac Media Group, a new retail media network designed to connect advertisers with customers across its extensive network of convenience stores, fuel stations, and restaurant locations.

Announced October 27, 2026, the initiative will initially launch across more than 600 RaceTrac-branded convenience stores, with long-term plans to expand into the company’s RaceWay, Gulf, and Potbelly restaurant operations.

The new platform represents a significant step in RaceTrac’s efforts to diversify revenue streams while leveraging its physical retail locations, customer loyalty programs, and digital advertising capabilities.

For the commercial real estate industry, the initiative highlights how major convenience store operators are finding additional ways to generate revenue from their existing real estate footprints beyond traditional fuel and merchandise sales.

What Is RaceTrac’s New Trac Media Group?

Trac Media Group is a retail media network that allows consumer brands and advertisers to reach customers through multiple advertising channels connected to RaceTrac’s stores and digital platforms.

The network provides advertisers with a centralized system to plan, purchase, and measure marketing campaigns.

Advertising opportunities may include digital promotions, in-store displays, fuel pump advertising, checkout messaging, and other customer touchpoints throughout the shopping experience.

The platform also incorporates data from RaceTrac Rewards, the company’s customer loyalty program, allowing advertisers to better understand shopping behavior and evaluate the effectiveness of their marketing campaigns.

By connecting advertising exposure with actual purchasing activity, RaceTrac aims to provide brands with measurable results while creating additional revenue opportunities across its existing retail network.

RaceTrac Plans to Expand Advertising Across Its Growing Portfolio

While Trac Media Group will initially focus on RaceTrac-branded convenience stores, the company’s broader portfolio offers significant opportunities for future expansion.

RaceTrac Inc. currently operates or maintains a presence across several major retail brands, including:

• RaceTrac and RaceWay: More than 850 convenience store locations combined.
• Gulf: Approximately 1,200 Gulf-branded fuel locations.
• Potbelly: More than 445 neighborhood sandwich shop locations.

If the company eventually integrates these brands into Trac Media Group, its advertising network could reach more than 2,400 retail and restaurant locations nationwide.

The potential expansion into Potbelly is particularly notable following RaceTrac’s acquisition of the sandwich chain, providing opportunities to extend advertising beyond convenience stores and fuel stations into the quick-service restaurant industry.

However, RaceTrac has not announced a specific timeline for expanding Trac Media Group into its additional brands.

Why Convenience Stores Are Investing in Retail Media Networks

Retail media networks have become an increasingly important revenue source for major retailers throughout the United States.

These platforms allow businesses to generate advertising income by connecting consumer brands with customers who are already shopping at their stores.

Rather than relying exclusively on traditional product sales, retailers can monetize advertising opportunities throughout their physical and digital operations.

Major convenience store operators, including 7-Eleven, Circle K, Casey’s General Stores, and Love’s Travel Stops, have already introduced retail media initiatives.

RaceTrac’s entrance into this market reflects the growing importance of advertising technology and customer data within the convenience retail industry.

According to EMARKETER, U.S. retail media advertising spending is projected to increase approximately 22.6% in 2026, reaching $74.4 billion.

For convenience store operators, these networks provide an additional source of revenue without necessarily requiring the development of new retail locations.

How Trac Media Group Could Impact Commercial Real Estate

RaceTrac’s new advertising network demonstrates how retailers are finding additional value in their physical real estate portfolios.

Convenience stores frequently occupy highly visible commercial properties along major highways, signalized intersections, and heavily traveled retail corridors.

These locations attract recurring customer visits throughout the day, creating valuable opportunities for advertisers seeking exposure to consumers during everyday activities.

By integrating advertising into these existing properties, RaceTrac can potentially increase revenue generated from each location without expanding the physical footprint of its stores.

This approach could have several implications for the commercial real estate industry.

Additional Revenue From Existing Properties

Retail media networks offer convenience store operators the potential to generate incremental income from advertising placements at existing locations.

Greater Value From High-Traffic Locations

Properties with strong customer traffic and prominent roadway exposure may offer increased advertising potential, further emphasizing the importance of strategic site selection.

Investment in Digital Infrastructure

As retail media networks expand, convenience store operators may invest in upgraded digital displays, fuel pump advertising technology, and other customer-facing infrastructure.

Long-Term Retail Development Strategy

Additional revenue opportunities could influence how convenience store operators evaluate store performance, reinvestment, and future development opportunities.

Although advertising revenue may improve store-level profitability, it does not automatically translate into increased real estate value. The impact will depend on how the revenue is structured, whether it is attributable to the property, and whether it is transferable to future ownership.

What This Means for RaceTrac and RaceWay Properties

RaceTrac and RaceWay locations are frequently positioned along major transportation corridors and within established commercial markets throughout the southeastern United States.

The company’s growing retail media platform could provide another way to maximize the economic performance of these properties.

For developers and commercial real estate investors, the initiative highlights the increasing importance of customer traffic, site visibility, and consumer spending patterns when evaluating convenience store properties.

Properties located near expanding residential communities, employment centers, and major roadway intersections may be especially attractive to convenience retailers seeking strong customer engagement.

The potential integration of RaceWay locations into Trac Media Group could also provide additional advertising opportunities across the company’s broader convenience store portfolio.

RaceTrac Continues Expanding Beyond Traditional Convenience Retail

The launch of Trac Media Group reflects RaceTrac’s broader evolution from a traditional convenience store operator into a diversified retail business.

In addition to its RaceTrac and RaceWay operations, the company has expanded its presence through Gulf-branded fuel locations and Potbelly sandwich shops.

The company’s growing portfolio provides opportunities to integrate retail operations, customer loyalty programs, advertising technology, and restaurant services across multiple business segments.

By introducing Trac Media Group, RaceTrac is positioning itself to participate in the growing retail media industry while strengthening relationships with consumer brands and advertisers.

The Future of Retail Media in Commercial Real Estate

As retail media networks continue expanding, commercial properties may increasingly serve as platforms for advertising revenue in addition to their traditional retail functions.

For convenience store operators, restaurants, shopping centers, and other consumer-facing businesses, the ability to monetize customer visits through advertising could become an important component of long-term business strategies.

RaceTrac’s launch of Trac Media Group illustrates how established retailers can leverage their existing locations, customer relationships, and technology to create new revenue opportunities.

With more than 600 RaceTrac locations participating initially and the potential to expand across RaceWay, Gulf, and Potbelly, the company is positioning itself for a larger role in the rapidly growing retail media industry.

For commercial real estate professionals, the development reinforces the importance of location quality, customer traffic, and adaptability as retail operators continue exploring new ways to maximize the value of their physical properties.