Related Content

Browse by Category

Browse by Date

Most Active

Newest Posts

Does Your Truckstop’s Curb Messaging Drive Business?

Posted in: Truckstop Business, Marketing & Retail


Welcome to the newest post in our blog series, Darren’s Great Ideas! for Independent Operators

Does Your Truckstop’s Curb Messaging Drive Business?


Often when we think of curb appeal, we immediately think of cleanliness and the facility’s maintenance, but it is also important to think about whether your messaging is clear. When someone is driving into your location, can they quickly figure out exactly where to go and what you offer? After they get out of their car, do they know what awaits them inside?

Consumers today are bombarded with millions of messages. Do your interstate high rise, street signs, billboards, building collateral and pump toppers provide clarity of action? It is important that every touch point drives the messaging consistently to the customer. This, consequently, positively enforces the average ticket growth.

Walk outside today and look at your own curb appeal. Think about things such as these to determine if your current messages drive business:

  • Are your pump toppers and/or MPD’s utilized to drive business into your operation?

  • Do you think there is proper focus on getting outside pay-at-the pump users into your location?

  • How do you feel about branded fuel? How do you think the relationship with the fuel provider is working?

  • Is a fuel discount offering driving business? Are customers utilizing FRN?

  • We know fueling over-the-road drivers are close to 100% when it comes to entering your store after fueling, unless you have technology that enables them not to. BUT, what is the percentage of fueling gasoline customers that enter your store after fueling.  Taking it one step further, what is the percentage of those customers that actually come inside to make additional purchases after fueling other than just using your restrooms?  

/// Read more Darren's Great Ideas for Independent Operators posts here.

Photo Credit: Chuck Fazio/NATSO

Subscribe to Updates

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.