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Silver’s Travel Center Hits the Mark with a Re-Branding

Posted in: Marketing & Retail, Operations, 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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When Silver’s Travel Center rebranded its c-store location by franchising with On The Run by Circle K, it brought a new atmosphere to the store and led to a 15 percent increase in sales. 

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As part of the rebranding, the location underwent architectural changes and repositioned the point-of-sale. The store has a more open feel now that makes shoppers notice products more than they have in the past. 

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Silver's offers a variety of hot foods and cold foods, all single serve. The location has also placed different grab-and-go items around the counter because that appeals to a different customer base. 

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Their grab-and-go food program is supported by a robust coffee, iced tea and fountain program.

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Ron Hicks, General Manager of Silver's Travel Center, Henderson Travel Center and Frog City Travel Plaza, said the remodel hasn’t taken away sales in other areas of the location and has created a boost in local traffic.

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I noticed during my visit that all of the employees and customers seem happier since the remodel. The changes have added so much to the overall atmosphere of the store, adding to its overall success.

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You can read more about Silver’s Travel Center in the November/December 2016 NATSO Stop Watch Magazine.


/// 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.