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NASCAR Season Preview

Daytona Concessionaire Planning For Food Promotions Tied Into On-Track Breaks

By Adam Stern

Concessionaire Americrown during this weekend's NASCAR races at Daytona Int'l Speedway is planning to debut the first promos around the new race segments being implemented, which will insert set breaks in the race action. “Unlike any other sport, we don’t know when to cook and have 30 hot dogs backed up in the hot box -- we don’t know that; any other sport knows that whether it’s halftime or a quarter break,” said Watkins Glen Int'l President Michael Printup, who also serves as Americrown President. “So logistically it’s going to help because now we have a defined time period where we know we need to get in and out (of restroom cleaning and restocking) or food and beverage needs to get ready.” Americrown provides catering and concessions for 11 of 12 ISC tracks, including DIS. This weekend at Daytona, the concessionaire was set to have half-price ice cream at concession stands during segment breaks of the Camping World Truck and Xfinity series races Friday and Saturday, said ISC VP/Americrown VP Rishi Nigam. During Sunday’s Daytona 500, the facility was set to give away a free souvenir ice bucket with the purchase of four Anheuser-Busch beverages bought during segment breaks. Other NASCAR tracks are evaluating how to leverage the new breaks, with ideas including similar concession promos and sponsored elements.

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