ATLANTA – Late last year, RaceTrac was considering a rebranding effort for the convenience chain’s Numb Skull frozen drink offering. Rather than turn to a consulting firm or branding experts, RaceTrac went straight to the source, surveying their own customers to get feedback on the proposed changes.

“Surveying our guests is a regular practice for RaceTrac,” said RaceTrac Director of Brand Communications, Melanie Isbill. “From in-store guest intercepts and RightTrac surveys printed on our store receipts to RaceTrac Insiders voting on branding opportunities like this one, we believe in listening to guest feedback and doing our best to incorporate that feedback into our stores.”

The survey was conducted via the RaceTrac Insider program, an e-mail marketing tool used to communicate with “TracFanatics” throughout the year. RaceTrac asked this loyal client base to weigh in on the current Numb Skull logo, as well as vote on four new logo options.

More than 4,200 customers participated, with the only incentive being the opportunity to have their voice heard (and seen) in the new product branding. More than 80% of RaceTrac Insiders surveyed indicated they wanted to see a new in-store logo for Numb Skull, with a majority who favored change selecting “logo 3” as their favorite option.

“As always, we were pleasantly surprised to see how many customers are willing to share their feedback with us,” said Isbill. With survey results in-hand, RaceTrac’s beverage and marketing teams came together to revamp the FCB offer, for the first time in five years, to reflect the desires of loyal RaceTrac Insiders. The updated Numb Skull branding will debut in April 2015 in more than 380 RaceTrac stores, with more possible FCB changes to follow.