Silver's Travel Center Hits The Mark With A Re-Branding

Rebranding its c-store.jpg

Photo Credit: Darren Schulte/NATSO

When Silver’s Travel Cen­ter rebranded its c-store location by franchising with On The Run by Circle K, it brought a new atmosphere to the store and led to a 15 percent increase in sales, which is particularly impres­sive because it is a down market.

Ron Hicks, general manager of Sil­ver's Travel Center, Henderson Trav­el Center and Frog City Travel Plaza, attributes the boost to the remodel and the improved merchandising mix that he can take advantage of as a franchisee. Because Circle K has more than 7,500 stores worldwide, the company knows what sells and has buying power Silver’s couldn’t have achieved on its own...

The resource you are attempting to view is for NATSO Members only. To read the full story, you must be a NATSO member.

To login, enter your UserID and Password below. 

If you need any assistance, please contact NATSO Member Services at (703) 549-2100 between 9:00 a.m. and 5:00 p.m. EST, Monday through Friday, or email us at

You can also reset your username or password here.

Learn more about NATSO membership here or join NATSO now.

Already a member, but don't have a NATSO account? Create a new account.

Darren Schulte's photo

Darren Schulte serves as Vice President of Membership at NATSO. In this role, he directs recruitment, retention and customer service for truckstop and travel plaza members. He is also responsible for developing NATSO products and programs, particularly those relating to education, research and training for truckstop and travel plaza operators. Schulte also leads NATSO's Profitable Retail Review program. A Profitable Retail Review is a custom assessment of your truckstop, including recommendations for every aspect of your facility, from actionable ideas to improve revenue to tactical ways to improve your net operating costs. Schulte joined NATSO with nearly three decades of experience in truckstop and travel plaza operations and merchandising. Schulte has worked for: Love's Travel Stops and Country Stores, HESS Corporation, Petro Stopping Centers, and TSC Global/Barjan LLC.More
Stop Watch Magazine
Retailer Featured:
Frog City Travel PlazaHenderson Travel CenterSilver's Travel Center

Back to Truckstop Business