Giant Foods Pops Up at NASCAR Race
By Tom Ryan
Giant Foods opened a temporary grocery to serve fans at the Dover
International Speedway in Dover, DE. Called the "Speedway Supermarket," the
5,000 square-foot, tent-topped store is designed to serve the needs of the
packed RV campground for the four-day event that ended on Sunday, September
Pop-up grocery stores have been constructed at racetracks in the past, according
to the Baltimore Business Journal, but this represents the first time
a grocer bought sponsorship rights to a pop-up store and simultaneously partnered
with NASCAR on an in-store promotion. Giant, a subsidiary of Ahold, also gained
signage at the track, hospitality and activation rights.
The "Chase for
the Savings" five-week promotion featured NASCAR
official partner products from Coca-Cola, Kraft, Unilever, Mars and Procter & Gamble
at front-of-store displays and in circulars. Consumers were given chances to
win race tickets, NASCAR merchandise and trips to the NASCAR Champion’s
Week in Las Vegas.
According to a profile in The News Journal in Delaware,
the pop-up at the Dover International Speedway was tailored to the NASCAR and
cookout crowd. The mix includes soda and snacks, meat, citronella candles,
insect spray, camping gear and two coffee bars. The freezer mostly featured
pizza. No beer is sold due to Delaware’s alcohol laws. The store was managed
and supplied by Giant’s six Delaware stores.
"The assortment is pretty comparable to what you’d find in a 60,000-square-foot
store," Rob Harman, Giant’s regional vice president, told The News
Race fans interviewed by the newspaper appeared thrilled not to have to
endure the heavy traffic to get supplies at a nearby Acme.
"I’ll tell you, I’ve been coming here eight years. It’s about time they
did something like this," said Kirk Werner. "I ain’t never going
to that store up there again."
The deal is NASCAR’s second with a
grocer, although the first didn’t include sponsorship rights. Last fall, Brookshire’s
opened a pop-up in the infield at Texas Motor Speedway and ran NASCAR
partner promotions at stores in Texas, Arkansas, Louisiana and Mississippi.
NASCAR told the Sports
Business Journal it hopes to have as many as six retail partners next season.
Discussion Questions: What do you think of the potential for pop-up stores
for supermarkets? What other events might make sense for temporary supermarkets?
- Portable supermarket keeps Delaware race fans on track – The News Journal
Food’s deal with Dover, NASCAR will bring grocery to track – Street & Smith’s
Sports Business Journal (sub. required)
- NASCAR And Two Dozen Official Brand Partners Team With Brookshire’s
For Promotion Offering Fans Savings On Products And Tickets – Brookshire