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Coffee Cup Fuel Stops/Travel Plazas Offers Warm Smiles and Seating

Editor's note: Darren Schulte, NATSO vice president of membership, frequently visits NATSO members to review their locations and offers impactful merchandising and operations improvements. Contact Schulte at or (915) 526-5820 to learn more about the costs and details of this service.


Coffee Cup Fuel Stops has several great locations, and their Vermillion stop is no different. The location is warm and welcoming and has great signage and encourages customers to make their way from the fuel islands to the inside.


There are several different food offerings, including Caribou Coffee, Subway and Pizza Hut.


Coffee Cup has positioned seating throughout the location, including a second-floor, comfy seating area that has a scenic view and second-floor balcony seating by the fireplace, which is great for those cold, South Dakota winter days.


The location has a nice selection of packaged, grab-and-go food offerings, including lots of healthy options. They also have unique food items, including pickled eggs and bread and butter pickles that are made in South Dakota. 


The coolers are well marked and nicely lit. 


There is also a great selection of gifts and wine.


Guests checking in on Facebook had a lot of nice things to say about the stop. One woman said, “On our 12-hour drive before Christmas, we stopped half way very late. The Coffee Cup was super clean, had healthy choices for foods and had neat things to purchase.” Another five-star reviewer said, “It’s pure Midwest, so you get a friendly smile and a polite hello from complete strangers - but then, this is the Heart of America!”


If you want to see even more of the great things Coffee Cup is doing, check out our posts on their Summit location and their Moorcroft location






/// Did you know most weeks can find Darren Schulte, NATSO's Vice President of Membership, visiting a NATSO member truckstop location, spending three to four days, using his merchandising and operations expertise to help them grow their business? Learn about NATSO’s Profitable Retail Review program here.


Photos Credit: Darren Schulte/NATSO

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About the Author

Darren Schulte

Darren Schulte

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. Learn about NATSO's Profitable Retail Review program here.

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.