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 26.
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 Journal.
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
- Giant 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 Grocery Co.