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Guthrie Travel Center Grabs Customers with Graphics

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.

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Guthrie Travel Center in Guthrie, Oklahoma, is a modern location with compelling signage that draws people inside and helps them find their way around the store.

The location is laid out in a traditional travel center format, with food, gifts, grocery, truck supply, etc. all departmentalized. The gift and novelty positioning directly to the right upon entry into the building is focused on women and children as customers enter from the gasoline pumps. The traffic patterns on both the inside and outside flow well.

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One of the things I really like about this location are the graphics. If you look over the location from left to right—from the cooler to the coffee area—they’ve done a nice job highlighting their offerings with signage.

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Their graphics over the cooler area include placards, which can be removed if they ever decide to move the cooler around.

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They have a successful coffee program, and their coffee and beverage sets are one of their better performing areas.

The outside of the location is incredibly inviting. It has a very clean and fresh look. They’ve also installed LED lights around the windows, which makes the location very welcoming at night. It almost looks like a movie theater.

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Guthrie Travel Center, which is a Roady’s location, has an interesting set of business. There is a robust amount of car customers, a drive through that attracts customers who never go into the store physically and a travel center that pulls in professional drivers. 

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The location features Golden Chick chicken, and many customers come just to get the chicken.

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Saqib Anwar owns the location, which is branded Valero as well as the above mentioned Roady’s and Golden Chick brands. He has done a very nice job with this location.  

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/// Did you know most weeks can find Darren Schulte, NATSO's Vice President of Memebrship,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.