Celebrating 15 years of successful innovation in sector
THE family behind the Premier RaceTrack Pitstop chain of forecourts and convenience stores have celebrated the 15th anniversary of their business.
And Vikas Sud and son Guna have been talking to Scottish Grocer about their retail journey and what has made their company – GHSL Ltd – so successful over the last 15 years.
Vikas explained how he and wife Shamly both grew up with parents who ran shops but had moved into property development.
However, they were enticed back into retail by the challenge of taking over a “dying and unloved” petrol station.
Vikas said: “We didn’t just want to sell fuel; we wanted to create a destination, proving that when you combine family values with a disruptive mindset, you can transform the entire industry.
“Just as we were raised behind the counter, our children have also learned the art of retail from the ground up. They’ve seen the transition from that first neglected site to the strong, growing business the RaceTrack Pitstop group is today.”
Early ambitions included creating a brand that could out-manoeuvre national chains by being more creative, agile and family-focused.
Another key thing was to create a business where the next generation would continue to take pride in developing it.
Guna believes a lot of the success is down to the team who help maintain standards, discipline and consistency across every site.
He said: “The real highlight is the atmosphere in our stores. Seeing them busy, full of energy, with customers engaging, sales flowing, and a real sense of buzz, it’s hard to describe, but it’s what makes everything worthwhile.”
RaceTrack Pitstop is well-known and respected for having created a variety of brands that add in-store theatre, such as the Tubbees dessert offering, Hoagies food-to-go proposition, Vaped4U and the Snus Daddy nicotine pouches identity.
The company has also launched a customer app that has over 23,000 active users who can benefit from exclusive promotions and rewards.
Guna said: “We’ve always believed in creating our own brands as a way to drive footfall, stand out in the market, and stay agile in a fast-changing industry.
“Having our own branding gives us much more control and allows us to react quickly to trends and customer demands.
“Across our 11 stores and forecourts, these brands help us create distinct zones and experiences, each with its own offers and identity.”
He said rather than viewing the business as successful, the family are focused on developing the stores, enhancing the retail offering and turning a profit in what is a very tough market presently.
They are also always seeking to introduce the next service that adds real value to the customer’s day – such as the Speed Queen laundromats that they offer.
A turning point was the refit of the outlet in Ibrox, Glasgow, in 2020, which showed the family the impact of introducing multiple in-store brands and creating a more engaging retail environment.
Guna explained: “From that point on, it became a key part of our approach. With every new site, we’ve taken what worked previously, learned from what didn’t, and continuously refined the overall concept.
“There’s always been a strong focus on trying new ideas and not being afraid to take risks. If something doesn’t work, we learn from it and move forward.
“Ultimately, our aim has been to make retail exciting again – to create stores that give customers that ‘wow’ feeling as soon as they walk in.”
The family are currently working on developing their 12th store at a site they have had for four years.
This shop will also act as a testing ground for new ideas, particularly around enhancing the RaceTrack Pitstop food-to-go offering.
Guna said: “It represents a step forward for all of our brands, with each concept becoming more polished and better integrated than ever before.
“There’s a real sense of anticipation and excitement about finally bringing it to life.”
The family have picked up numerous awards for their stores, so Scottish Grocer asked if they had any advice for newcomers to the industry.
Vikas said people thinking of starting out in retail should know that it required lots of time, energy, commitment and genuine care.
He said: “Pay attention to the detail, take pride in what you build and stay curious. If you remain driven, keep learning and never settle, you’ll give yourself the best possible chance to succeed.”
