Capillary Technologies and RaceTrac Partner to Redefine Convenience Store Retail Loyalty

Capillary Technologies, a global leader in AI-powered loyalty solutions, and RaceTrac, one of the leading convenience store retailers in the United States, today announced a strategic partnership to transform and enhance the RaceTrac Rewards program across its more than 600 retail locations.

The collaboration marks a significant step forward in RaceTrac’s mission to deliver more personalized, flexible, and rewarding experiences for its guests. By leveraging Capillary’s modern loyalty infrastructure, RaceTrac will introduce a new generation of features designed to recognize and reward guests in smarter, more meaningful ways. The enhanced program will combine tier-based recognition with the ability to stack and combine offers, while advanced targeting will tailor promotions to individual preferences and behaviors. Together, these capabilities will enable RaceTrac to deliver experiences that feel uniquely relevant to each guest, all on a platform built to scale seamlessly with future growth.

“We’re thrilled to partner with RaceTrac, a brand that truly lives its customer-first values,” said Kunwar Keshav, SVP at Capillary Technologies. “This collaboration brings together RaceTrac’s deep understanding of guest experiences with Capillary’s AI-led loyalty technology. The result is a modern program that not only responds to what customers want today but anticipates what they’ll value tomorrow.”

For RaceTrac, the modernized rewards program reflects their commitment to empowering guest experiences through digital innovation. By uniting advanced personalization with a more flexible rewards construct, RaceTrac will be able to recognize loyalty at multiple levels, present offers that fit each customer’s context, and strengthen the emotional connection that drives repeat visits.

“At RaceTrac, we’re committed to creating frictionless experiences that feel simple and enjoyable. Our enhanced RaceTrac Rewards program is designed to meet guests where they are—offering tailored value that makes every guest feel appreciated and every visit worth repeating,” said Jamie Miller, Vice President of Marketing at RaceTrac. “We’re excited to partner with Capillary to bring this next phase of the program to life.”

The partnership underscores a shared belief that loyalty is not merely transactional but relational. For years, RaceTrac has demonstrated an unwavering commitment to its guests—a commitment that now becomes the catalyst for innovation. By combining Capillary’s expertise in loyalty technology with RaceTrac’s deep customer-centric roots, the partnership sets a bold new standard for how convenience retailers deploy AI, data, and personalization to build genuine relationships and create meaningful long-term value .

About RaceTrac, Inc.

Headquartered in Atlanta, Georgia, family-owned RaceTrac, Inc. is one of the largest privately held companies in the United States, serving guests since 1934. The company’s retail brands include more than 800 RaceTrac® and RaceWay® retail locations, approximately 1,200 Gulf® branded locations, and more than 445 Potbelly® neighborhood sandwich shops throughout the United States. RaceTrac employs more than 15,000 team members across RaceTrac, RaceWay, Potbelly and affiliated companies Energy Dispatch and Gulf, Inc. For more information, please visit RaceTrac’s website at RaceTrac.com.

About Capillary Technologies

Capillary Technologies is a global leader in AI-powered loyalty and customer engagement solutions. Founded in 2012, the company combines its best-in-class loyalty technology with expert services to design, manage, and optimize loyalty programs that help brands across industries transform and improve consumer experience and engagement. Trusted by 390+ brands across 45+ countries, Capillary manages 100+ loyalty programs and powers experiences for more than 1.2 billion loyalty members worldwide, making it one of the largest loyalty ecosystems globally. With a workforce of over 650 employees worldwide, Capillary is dedicated to delivering value to clients and accelerating innovation in loyalty. Learn more at www.capillarytech.com.

Contact Information

Eric Gonzalez

Media Contact

VSC for Capillary Technologies

capillary@vsc.co