All convenience stores and quick serve restaurants offer fountain drinks and promote them in the summer, making for a competitive market. Consumers are not necessarily loyal to a specific c-store for a fountain or frozen beverage. They just want their favorite flavor at a great price and at a convenient location. RaceTrac has an impressive fountain/frozen presentation, a huge selection and variety of drinks, offering both Coke and Pepsi products and many frozen flavors. RaceTrac convenience stores wanted to attract loyal customers by promoting its free refill program (buy a refillable cup for $6.99 and receive free refills on any fountain or frozen beverage all summer) and encouraging consumers to return to RaceTrac all summer for their fountain/frozen beverage needs.