RaceTrac’s upcoming c-store near Atlanta headquarters will feature a Potbelly
RaceTrac advances its c-store concept by integrating Potbelly Sandwich Shop in Atlanta.
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RaceTrac plans to open a Potbelly Sandwich Shop at its upcoming large-format convenience store in Atlanta, marking its first confirmed location with the QSR chain. This $12.5 million project is expected to serve as a testing ground for new services alongside corporate offices and extensive facilities. The new c-store will incorporate multiple amenities, including EV charging stations.
Why It Matters
This move indicates a shift in the competitive landscape within convenience retail, suggesting potential changes in unit economics for franchisees as they explore co-location strategies to increase customer engagement and revenue streams.
RaceTrac is set to open a Potbelly Sandwich Shop within a newly acquired large-format convenience store in Atlanta, marking its first confirmed location to feature the QSR brand. The convenience retail giant purchased the site on Cobb Parkway for $12.5 million in December 2024, positioning it as a testing ground for new services and employee training. RaceTrac acquired Potbelly for $566 million last year, a move that has generated significant industry interest due to its scale and potential impact on both convenience and restaurant sectors.
The new c-store will encompass a 31,894-square-foot building, previously occupied by a Barnes & Noble, and is designed to include corporate offices, a meeting space, and extensive parking facilities, with 69 spots, two fuel canopies featuring 16 gas pumps, and 12 EV charging stations. The intricacies of the operational rollout and the site’s construction timeline have not been disclosed, and further details regarding the project's design and opening date remain pending.
Jennifer Durham, Potbelly's Senior Vice President of Franchising and Development, previously indicated that co-location of the brands could be part of future strategies if opportunities arise. RaceTrac’s spokesperson expressed enthusiasm for this initiative, stating, "RaceTrac has been proudly based in Atlanta for 50 years, and we’re looking forward to offering something special in our hometown."
