How Sapp Bros. is Excelling in Customer Service

During our travels to independent operators, Lisa Mullings, NATSO’s CEO, and I were fortunate to spend a couple of quality days with Sapp Bros. If we are noticing a trend in most of the locations we visit, including those travel center locations in Chile where NATSO travel center members enjoyed firsthand insight into COPEC’s operational excellence, rest rooms are king, and Sapp Bros. does not disappoint, specifically in Nebraska City.
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During our travels to independent operators, Lisa Mullings, NATSO’s President & CEO, and I were fortunate to spend a couple of quality days with Sapp Bros.

If we are noticing a trend in most of the locations we visit, including those travel center locations in Chile where NATSO travel center members enjoyed firsthand insight into COPEC’s operational excellence, rest rooms are king, and Sapp Bros. does not disappoint, specifically in Nebraska City.

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There are so many different, thoughtful and exciting things happening in each of the Sapp Bros. locations we visited, three of them to be exact, you could write a novel. The guest experience is on the top of every leader’s mind and it more than trickles down to all team members, regardless of profit center.

Each of the profit centers does an exceptional job understanding who their customer is. While there are certainly consistent marketing, merchandising and corporate programs in each of the locations, the charm and success of each operation lies in their strong understanding of the demographic of their location. Ask a manager and or leader of the organization and they will quickly tell you the differences in customers’ shopping habits, length of stay and so on for each location. They get it and it shows in their customers’ purchasing and buying habits. Shout out to director of merchandising  Jeff Ryan!

For example, location X has significantly more female customers who like to shop their store. Location Y has significant number of owner operators who still enjoy beautifying their trucks and having the latest electronics and then Location W sees a mixed demographic that is made up of local, interstate, over-the-road and business professionals.

Each location, with keen direction from leadership, understands that their locations cannot be everything to all customers, but they can be exactly what is needed for those customers that shop, buy and visit with them on a regular and profitable basis.

And by the way, did I mention those restrooms in Nebraska City?

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/// Read more Truckstop Travels here.  

Photo Credit: Darren Schulte/NATSO

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