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Spreading the Message at Littlefield Express Travel Center

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.

Outside Signage.jpg

We’ve talked before about how critical signage in to attract customers, and Littlefield Express in Ft. Smith, Arkansas, is a perfect example of just how powerful signage can be—both inside and out. The location has mastered messaging with its outside signage setting the stage for what customers can expect and drawing them inside. Most importantly, it fulfills the promise once customers walk through the door. 

Burger Sign -Littlefield Express.jpg

From the minute I pulled into the location, I knew exactly where to go and what would be waiting for me inside. The messaging is consistent throughout the location, and the outdoor signage—both on the fuel price signs and the windows—promotes the inside offerings, particularly its food program. Before I even got out of my car I knew the location had chicken and burgers available. 

Chicken Hot Food Sign -Littlefield Express.jpg

Inside the store, the signs on the location’s chicken offerings are colorful and attractive, and Littlefield Express uses them to draw attention to its products. The ‘locals favorite’ section on its menu board not only highlights top sellers, but also sends the message that the location is popular among repeat visitors. 

Coffee Fountain Drink Signs - Littlefield Express.jpg

Other areas of the store, including the fountain and coffee offerings, are well marked, making it easy to find what you are looking for. In addition to the hot food offerings, the location has a wide variety of snacks available. The store is clean and organized, giving you plenty of room to see the products and move from one area to another.  

Sweets Sign -Littlefield Express.jpg

Not only do the signs at Littlefield Express convey its message, they build trust. They tell you exactly what you’re going to get and where to go to find it. There are no surprises, and that matters to first-time guests and repeat customers alike. 


/// 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.