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Truck stop and travel center operators face competition from a wide range of industries, including traditional convenience stores that are now focusing on truck traffic, grocery stores and restaurants that are installing fuel pumps, and big-box stores that are adding quick-service food offerings.
“If you’re a sophisticated operator, you’re looking at the competition around you, and that may or may not be a business that sells commercial fuel today,” said Darren Schulte, NATSO’s vice president of membership.
Schulte said it is important that operators expand their horizons about who they see as competitors.
Regional c-stores have strong local followings and they’re building more truck stops. “These competitors are good at converting four-wheel traffic and box trucks, and they’re aggressive competitors on the backcourt,” he said, adding that many familiar c-stores are building bigger facilities along the interstate and many of them are excellent at food programs and speed.
Other competitors include interstate restaurants and grocers, fast casual and quick-service restaurants, EV charging locations and food delivery services. “Depending on the location, delivery services like Grub Hub or Uber Eats might deliver directly to the driver or to a nearby location, like your storefront,” Schulte said.
Michael Lawshe, president of Paragon Solutions, a NATSO Chairman’s Circle member, said shifts in competition could require operators to rethink design to create even more convenience for drivers who are in a hurry. He asked: “Do we have enough parking, so they don’t have to walk too far to come inside? Can we use a loyalty app program to let them order ahead? Can we bring things to them?”
Store layouts should focus on ease of entry, ease of exit, speed of service and customer service, Schulte explained. If your parking spaces are too close together, a segment of the driver population will struggle to get in and out of your location.
Schulte said competition is a good thing. “I do believe that it will sharpen our saw, and I think our industry will be better for it,” he said.
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Want more Trends Shaping the Truck Stop and Travel Center Industry in 2024? Access the Eight Trends Shaping the Truck Stop and Travel Center Industry in 2024 Toolkit from the NATSO Foundation here. |
// This article was created for Stop Watch magazine, the magazine of the NATSO Foundation. The NATSO Foundation is the research, education and public outreach subsidiary of NATSO, Inc. The NATSO Foundation provides programs and products to strengthen travel plazas’ ability to meet the traveling public's needs through improved operational performance and business planning. Visit www.natsofoundation.org for more information. (Donate to the NATSO Foundation here.)
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