ATLANTA — RaceWay has chosen PAR Technology Corporation to launch RaceWay Rewards, its first customer loyalty program, as the convenience and fuel retailer sharpens its focus on personalized, digital customer engagement across its 240+ franchised locations.
The new program, built on the PAR Retail platform, aims to deliver exclusive offers, seamless transactions, and personalized experiences to customers while helping franchisees drive repeat visits and build long-term loyalty in a competitive convenience and fuel market.
“Our team is excited to unveil RaceWay Rewards, which will enable us to further strengthen customer connections while still providing our signature ‘hometown store’ identity,” said Kamran Din, Director of Revenue Growth Management at RaceWay. “Our partnership with PAR allows us to leverage personalized, data-driven technology to turn every customer engagement into an opportunity to build brand loyalty.”
RaceWay, which operates in 11 states as the franchised arm of RaceTrac, is utilizing its loyalty program to enhance its customer experience strategy while upholding its core promise of convenience, affordability, and quality. The rewards program will enable RaceWay to better understand customer preferences and deliver tailored savings to value-focused shoppers, a priority as the industry navigates shifts in fuel demand and evolving expectations for convenience retail.
Savneet Singh, CEO of PAR Technology, noted that the partnership will enable RaceWay to deliver meaningful value to its customers on a daily basis. “RaceWay Rewards will greatly enhance the guest experience in the convenience and fuel industry. Together, we will deliver meaningful savings to thousands of customers across the country every day—an advantage that’s becoming increasingly important to today’s value-conscious consumers.”
The launch aligns with RaceWay’s broader digital investment strategy, as it seeks to drive loyalty through personalized offers and a seamless omnichannel experience, while leveraging PAR’s scalable and flexible technology to add future features and innovations. PAR Technology, which powers over 130,000 restaurants and 26,000 convenience retailers globally, offers a unified platform spanning point-of-sale, digital ordering, loyalty, and payments, designed to scale with brands at every stage of growth.
With RaceWay Rewards now live, customers can expect expanded savings and convenient access to deals, while RaceWay gathers insights to refine its offerings further. As consumer expectations for personalized convenience continue to rise, the program positions RaceWay to deepen its customer relationships while supporting franchisees in driving traffic and sales.
