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Truckstop Travels: Embracing the Local Flair at Frog City

Posted in: Truckstop Travels

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.

Frog Holding Fuel Pump-Frog City Fuel Desk Sign.jpg

For many of our independent travel plaza members, there is an untapped opportunity to capitalize on specific sights, sounds and flavors distinct to their community.

Frog City Sign -Outside.jpg

Doing just that, Frog City Travel Plaza in Rayne, Louisiana, has capitalized on its connection with frogs, drawing on the local flair of the community they operate in to create a memorable brand and draw in travelers as well as locals. 

Frog Painting-Frog City.jpg

Rayne is the frog capital of the world, and the travel plaza has tapped into frogs for everything from its signage to its menu. The location has frog ashtrays, frog t-shirts, etc., which appeal to tourists traveling through. 

Cajun Hot Sauce -Frog City.jpg

The location also draws on the Cajun heritage within Louisiana and offers Cajun hot sauces and spices, which are a great addition for travelers wanting to take home a souvenir of the south or locals who have a taste for spicy items. 

Cajun Tee-Shirts - Frog City.jpg

Frog City also has clothing branded with the word Cajun. 

Welcome Frog City Sign.jpg

The menu at the restaurant adjacent to the location features Cajun fare, including frog legs, which draws the theme all the way through. 

Hunt Brothers Pizza -Frog City Restaurant.jpg

Frog City, which is also an Ambest location, is one of the brother locations to Silver’s Travel Plaza. Silver’s recently underwent a renovation and re-branding with On the Run.

Fuel Pump -Frog City.jpg

Frog City will be getting a rebranding in the future, which will only further increase the atmosphere and the bottom line. 


/// Did you know most weeks you can find me visiting a NATSO member truckstop location, spending three to four days, using my merchandising and operations expertise to help them grow their business? I periodically share about those great retailers I visit here on the blog. Read more Truckstop Travels here.   

Photo 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.