US stock car-racing championship NASCAR has claimed a first by unveiling a venture which aims to offer food options available at circuits around the country to fans at home.
NASCAR Refuel is joint concept between the championship, Virtual Dining Concepts (VDC) and DoorDash. It claims to be the first-ever virtual restaurant brand paired with a national spectator sporting organisation.
Handpicked from 12 NASCAR-owned racetracks around the US, NASCAR Refuel’s delivery-only menu features ‘Refuel Combos’ and individual items including classics such as the Daytona Firecracker Dog, Talla-Mento Dogwich and Darlington Pimento Cheese Sandwich.
New menu specials, highlighting regional classics inspired by NASCAR race tracks, will be introduced at the kick-off of the 2022 season with special items being added on an ongoing basis.
“Every weekend, fans visit iconic NASCAR tracks across the United States, experiencing the roar of engines, side-by-side racing, family fun and the overall spectacle our great sport has to offer,” said Chip Wile, NASCAR senior vice-president and chief track properties officer.
“It’s a pleasure to offer our fans NASCAR Refuel, so we can bring a piece of the track experience, our delicious dishes inspired by our entire track portfolio, to them.”
NASCAR Refuel is now available for delivery in select cities across the US, with additional locations added on a weekly basis. Fans and consumers can place their orders exclusively on DoorDash and also via the proprietary NASCAR Refuel app.
“Our menu highlights specialties from NASCAR racetracks, so race fans can enjoy the NASCAR food experience year-round at home,” said Robert Earl, founder of VDC. “With NASCAR Refuel, we are continuing our mission to assist restaurants by producing virtual brands that provide crucial added revenue, which is needed now more than ever.”