For truck stops, upgrading or updating their point-of-sale (POS) systems is the first step toward tapping into new opportunities around multiple payment methods, loyalty programs and diverse ordering options. As consumers’ needs and preferences changes, POS platforms are going beyond processing transactions and becoming the foundation for customer engagement, operational efficiency and long-term growth.
NATSO Foundation
The NATSO Foundation is the research, education, and public outreach subsidiary of NATSO, Inc. The foundation is completely autonomous and relies solely on donations. The foundation’s work includes tools for truck stops and travel centers to future-proof their business, educational programs, safety initiatives, and scholarships through the Bill and Carolyn Moon Scholarship.
AI Can Drive Efficiency, Profitability and Customer Loyalty
Artificial intelligence (AI) is rapidly evolving from a buzzword into a practical business tool that can deliver real, measurable benefits. AI-driven systems can help with everything from reducing downtime and improving pricing decisions to personalizing the customer experience.
“When used well, AI takes data operators already have and turns it into action. It can keep pumps running, detect fraud and help customers feel recognized,” said Jeremie Myhren, cofounder and CIO of Onramp. “For independents looking to compete in an increasingly digital landscape, AI is not the future, it’s the next practical step.”
(Myhren, along with members of the NATSO Foundation’s 2026 Technology Steering Council, will present on AI during the Technology Forum at NATSO Connect. The Travel Center Technology Forum is designed to facilitate interactive discussions among truck stops and travel center operators regarding their top technology priorities. Learn more about NATSO Connect here.)
Mobile Payments Reshape the Competitive Landscape for Travel Centers
Traditionally, professional drivers haven’t had as many options to pay at the pump, but that is changing as new payment platforms gain traction across the trucking industry. These new platforms are not only increasing efficiency for drivers but also reshaping how truck stops and travel centers compete and forcing them to rethink how they attract and retain fueling customers.
Preventing Losses Inside and Out of Your Travel Center
Loss prevention is an ongoing challenge for business owners including those of truck stops and travel centers. From merchandise shrinkage and employee theft to fuel fraud and wet stock loss, threats come from all directions and operators have to be proactive both inside the store and out at the pumps. Strategic policies, technology, and the right oversight can help reduce losses while also contributing to a safety culture.
A simple best practice is to keep merchandise visible in every stage of its life, and Jeremie Myhren, co-founder of ONRAMP, recommends operators design their stores for visibility. “Keep gondola heights low so there is cashier visibility. Design for the latest in NVR and DVR camera solutions,” he said. “Most customer theft is people opening packages on the sales floor and then shoving it in their clothing.”
Keeping Travel Center Property and Buildings Maintained
Keeping property and buildings well-maintained plays a crucial role in safety, efficiency, and the overall guest experience. With 24/7 operations, buildings are constantly in use, making preventive and responsive maintenance essential. Neglecting or delaying maintenance can lead to safety hazards, compliance issues, and expensive repairs down the road.
Busy Bee has found success using a mobile-first approach through the Limble maintenance app.
“If you go to a location and you see that someone has hit an important sign, or someone has knocked Formica off of one of your fountain areas or a mirror has been damaged in your restroom, you click on the Limble app, and share the location, who you are, what needs to be fixed, take photos of it, and say what priority it is,” Elizabeth Waring, president and CEO of Busy Bee, explained.
Creating a Safe Fueling Experience
Fuel islands are vital to the operations of truck stops and travel centers, but they also pose a variety of safety risks. There are obvious dangers associated with flammable fuels as well as more routine threats of slips, trips, and falls. By focusing on employee training, regular maintenance, and safety technologies, operators can significantly reduce risks and provide a safer environment for both drivers and staff.
“As part of our onboarding, we train on the use and locations of all fire extinguishers. We take new team members to each fire extinguisher, have them pick it up from the holder, to make sure they can do it, and explain where to direct the nozzle,” said Damon Borden, operations manager for Broadway Group.
Creating Controls Around Cash at Your Travel Center
Significant amounts of cash can change hands daily at truck stops and travel centers, making them vulnerable to theft, fraud, and human error.
To protect both assets and personnel, locations need to implement cash handling practices.
One of the most effective strategies is limiting cash exposure at the point of sale. This includes setting maximum drawer limits, routinely removing excess cash through skims, and securing it in drop or smart safes that deter theft.
“We have a time lock safe at the fuel desk for cash/coin drops,” said Darren Goetz, vice president of operation for Mitten Inc. “Otherwise, for safety reasons we only change out and count drawers when three or more staff are at the counter, never when there is only one or two folks there.”
Franchising Offers Strategic Growth Opportunities for Travel Centers
Well-known quick-service brands are powerful tools truck stop and travel plaza operators can use to attract customers and drive traffic inside and boost sales throughout the location.
“One golden brand is all you need,” said Keith Wade, owner of KEW Travel Center Consulting, while speaking during the Great Ideas! Workshop at NATSO Connect 2025. Wade added that a known brand can even boost sales of proprietary offerings. “When I see a billboard with Bob’s Tacos and clean restrooms, I think I need to keep going. If you have a smaller site but can put in a Wendy’s or branded site, then you’ll sell the hell out of your Bob’s Tacos. You just have to get them there first.”
“Try this exercise. Take a trip 10 to 15 miles down the interstate from your location. Open up Google, Apple Maps, Waze, etc., and type in “food” and hit search. Does food at your location come up that would make a car stop at your travel center that hasn’t stopped at your location before? A QSR with known a food offering can be a big motivator in getting cars to stop,” said Toner.
Dustin Trail, manager of Trails Travel Center, said there is always a fear that adding another food-serve brand will cannibalize sales of the existing offerings. “Sometimes you do, but if you pick the right ones, they all actually see an increase with all the new logos and billboards,” he said. “You give people another reason to stop, and you’re driving traffic to your location.”
Travel Center Trend: Offering Food Faster
For Class 8 truck drivers, hours-of-service regulations and electronic logging devices strictly dictate how they must spend their time. Finding new ways to shorten the distance between drivers at the fuel island and fresh food continues to trend in the travel center industry.
Darren Schulte, NATSO’s vice president, membership, said now is the ideal time for operators to focus on food. “We are going through a food offering revolution in travel centers. This is one of the most exciting times to be in the food space in travel centers,” he said.
Bringing food closer to the driver, strengthening grab-and-go food offerings and finding new ways to speed drivers through a location can increase convenience, boost sales and make a location a preferred stop.
Travel Center See Increase in Technology at the Backcourt Pump
The backcourt at truck stops is evolving with new diesel fuel pump technologies designed to enhance fueling efficiency, reduce downtime and improve overall service.
Reducing friction at the pump and increasing fueling times benefits operators and drivers alike. Drivers can either back on the road or head inside to take advantage of other amenities and the truck stop has greater throughput.
Payment technology is one tool that can increase speed at the pump. Traditionally pumps at the backcourt have not accepted credit card payments, so drivers must walk inside, visit the fuel desk to authorize the transaction, go outside to pump fuel and go back inside to get a receipt. More and more drivers want to save time by completing transactions right at the fuel island.
“Think of ways to allow them to pay that doesn’t require them to go inside,” said Darren Schulte, NATSO’s vice president of membership. “If drivers have to go in to pay and your competition provides the option to pay for fuel without going inside, you are putting yourself at a disadvantage for the customer who wants to fuel and go.”
Travel Center Product Mixes are Changing
It is easier than ever for professional drivers to park their tractor-trailer then head off-property for food, which means competition for drivers’ dollars is increasing.
Ideas to combat this trend include:
Consider investing in appealing attractions around the travel center could make it a destination.
To help increase variety for drivers, get creative with their food offerings by adding rotating food trucks or non-traditional QSR offerings.
Offer solutions that get them fresh food quickly such as salad bars, fresh produce and more interesting grab-and-go.
“There is a location outside of Las Vegas that offers a free shuttle to the Strip. That is why drivers stop there,” said Peter Rasmussen, CEO and founder, Convenience & Energy Advisors, who spent time with WaWa before launching his business. “In my WaWa days, we would build parcels with McDonalds and Starbucks. They’re competitors, but it makes that intersection a powerhouse.”