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RaceTrac Highlights Morning Purchasing Trends

Customers are more likely to reach for roller grill items over doughnuts.
January 17, 2017

​ATLANTA – After studying store purchasing patterns, RaceTrac found its top sellers from 5:00 am to 10:00 am aren’t typical breakfast items. In fact, customers purchase a wide range of items during the early hours of the day like hot dogs, energy drinks and bags of ice.

To illustrate the uniqueness of their guests’ breakfast pallet, RaceTrac created an infographic to highlight what gets their guests going in the morning, based on averages of sales metrics.

Caffeine is important to help get RaceTrac customers started with their day, with 60% choosing coffee, 26% purchasing a fountain drink and 14% buying an energy drink.

While many customers may crave a pastry, roller grill items are actually hot sellers during the morning daypart, with 3 in 5 customers grabbing a hot dog over a doughnut. Additionally, more than 30,000 pounds of bagged ice are purchased daily between 5:00 am and 10:00 am.

RaceTrac customers in Georgia prefer a more Southern-style of breakfast fare, such as a biscuit or croissant accompanied by egg, meat and cheese. Louisianans prefer coffee over all other caffeinated beverages for their morning jolt. And in Florida, breakfast is on the go, making bananas, muffins and pastries top sellers. As for Texas RaceTrac customers, they prefer a bit of spice, reaching for breakfast burritos or jalapeno kolaches.