Silver's Travel Center Hits The Mark With A Re-Branding

Rebranding its c-store.jpg

Photo Credit: Darren Schulte/NATSO

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, which is particularly impres­sive because it is a down market.

Ron Hicks, general manager of Sil­ver's Travel Center, Henderson Trav­el Center and Frog City Travel Plaza, attributes the boost to the remodel and the improved merchandising mix that he can take advantage of as a franchisee. Because Circle K has more than 7,500 stores worldwide, the company knows what sells and has buying power Silver’s couldn’t have achieved on its own...

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Darren Schulte's photo

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 joined NATSO with nearly three decades of experience in truckstop and travel plaza operations and merchandising, most recently as the Vice President for Retail Merchandising for TSC Global/Barjan LLC. Prior to his time with TSC Global/Barjan LLC, Schulte also worked for Petro Stopping Centers and Love’s Travel Stops and Country Stores.More
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