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12-04-2025 by Amy Toner Competing in the Diesel Boom: How Travel Centers Can Thrive Amid Increasing Lane Capacity

Even as diesel demand is forecasted to grow, an unprecedented expansion of diesel lanes by c-store retailers is intensifying competition across the country. For travel centers, the landscape is no longer defined by location alone — it’s about economics, investment strategy, and creating a differentiated experience for professional drivers.

Register to join Peter Rasmussen, CEO and founder of Convenience and Energy Advisors and the NATSO Foundation for a webinar on Dec 11, 2025 at 2:00 PM EST (1:00pm CST, 12:00pm MST and 11am PST.) Rasmussen will uncover the underlying drivers of this expansion and outlines the operational, financial, and strategic decisions every travel center should be considering today.
12-04-2025
08-13-2025 by NATSO Foundation Franchising Offers Strategic Growth Opportunities for Travel Centers

Well-known quick-service brands are powerful tools truck stop and travel plaza operators can use to attract customers and drive traffic inside and boost sales throughout the location.

“One golden brand is all you need,” said Keith Wade, owner of KEW Travel Center Consulting, while speaking during the Great Ideas! Workshop at NATSO Connect 2025. Wade added that a known brand can even boost sales of proprietary offerings. “When I see a billboard with Bob’s Tacos and clean restrooms, I think I need to keep going. If you have a smaller site but can put in a Wendy’s or branded site, then you’ll sell the hell out of your Bob’s Tacos. You just have to get them there first.”

“Try this exercise. Take a trip 10 to 15 miles down the interstate from your location. Open up Google, Apple Maps, Waze, etc., and type in “food” and hit search. Does food at your location come up that would make a car stop at your travel center that hasn’t stopped at your location before? A QSR with known a food offering can be a big motivator in getting cars to stop,” said Toner.

Dustin Trail, manager of Trails Travel Center, said there is always a fear that adding another food-serve brand will cannibalize sales of the existing offerings. “Sometimes you do, but if you pick the right ones, they all actually see an increase with all the new logos and billboards,” he said. “You give people another reason to stop, and you’re driving traffic to your location.”
08-13-2025
08-06-2025 by NATSO Foundation Travel Center Trend: Offering Food Faster

For Class 8 truck drivers, hours-of-service regulations and electronic logging devices strictly dictate how they must spend their time. Finding new ways to shorten the distance between drivers at the fuel island and fresh food continues to trend in the travel center industry.

Darren Schulte, NATSO’s vice president, membership, said now is the ideal time for operators to focus on food. “We are going through a food offering revolution in travel centers. This is one of the most exciting times to be in the food space in travel centers,” he said.

Bringing food closer to the driver, strengthening grab-and-go food offerings and finding new ways to speed drivers through a location can increase convenience, boost sales and make a location a preferred stop.  
08-06-2025
07-31-2025 by NATSO Foundation Travel Center See Increase in Technology at the Backcourt Pump

The backcourt at truck stops is evolving with new diesel fuel pump technologies designed to enhance fueling efficiency, reduce downtime and improve overall service.

Reducing friction at the pump and increasing fueling times benefits operators and drivers alike. Drivers can either back on the road or head inside to take advantage of other amenities and the truck stop has greater throughput.

Payment technology is one tool that can increase speed at the pump. Traditionally pumps at the backcourt have not accepted credit card payments, so drivers must walk inside, visit the fuel desk to authorize the transaction, go outside to pump fuel and go back inside to get a receipt. More and more drivers want to save time by completing transactions right at the fuel island.

“Think of ways to allow them to pay that doesn’t require them to go inside,” said Darren Schulte, NATSO’s vice president of membership. “If drivers have to go in to pay and your competition provides the option to pay for fuel without going inside, you are putting yourself at a disadvantage for the customer who wants to fuel and go.”
07-31-2025
07-23-2025 by Amy Toner Private Fleets are Gaining Market Share

Private fleet has surged, and drivers for private fleets often have different needs than long-haul drivers at for-hire, over-the-road fleets.

What does it means for travel centers? Speed and efficiency are always important to professional drivers, and private fleet drivers may be on even tighter and more predictable schedules, making clean restrooms, quick-service food, efficient fueling and short-term parking even more important for this group. Private fleets also tend to have shorter lengths of haul, which means their drivers are less likely to need overnight parking, showers or other amenities that truck stops have traditionally provided.

07-23-2025
07-16-2025 by Amy Toner Travel Center Industry Sees Growth Through Acquisitions

Building a truck stop from the ground up can take several years. The development process, due diligence, land acquisition, zoning and build out all take time. Not to mention that 10+ acres established areas can be tough to find. Acquiring existing sites can help businesses hit the ground running while also saving money.

Building a new location can be a two-year process versus buying an existing site, which typically takes three to six months. As a result, acquisitions are a good way to get operational and bring in revenue right away. Even if operators plan to make major renovations or upgrades, they can generate revenue while making improvements.

“The main benefit of growing through acquisitions is time,” said Kevin O’Hanlon, first vice president, investments, for Marcus Millichap, a real estate brokerage company. Marcus Millichap generously sponsored Fast Forward Focus, the NATSO Foundation’s fall leadership conference.

The second benefit is cost. The cost of a new build can easily exceed $20 million all in. O’Hanlon said a common misconception is that the cost of acquiring and improving a property cost more than developing a new location. “That is true in some cases, but if you buy at the right price that should never be the situation,” he explained. “Purchasing an existing truck stop could be less capital intensive at purchase.”

Operators
07-16-2025
07-09-2025 by Amy Toner Truck Washes Are Picking Up at Travel Centers

Class 8 truck registrations are trending upward, creating more opportunities for truck and trailer washes. Clean trucks not only help fleets improve their image but also help minimize the risk of corrosion from road salts and grime buildup. There are also regulatory requirements mandating trailer washes depending on the type of trailer and the commodity being hauled.

Fleets and drivers often plan stops based on the services available, which could help locations with truck washes boost business.

Vicki Hendon, president of Danny’s Truck Wash, which is Arizona, said her truck wash makes the location a destination, and she has seen an increase in truck washes. “I am washing trucks in the West,” Hendon said. “When the weather is bad in the East we wash trucks in the West. Our truck wash season starts when the snow and bad weather starts early in other parts of the country.”

Nick Wollenman, general manager of Deluxe Truck Stop, said a lot of the location’s existing customer base for exterior washes are local fleets and farmers, but starting in late 2024 and into this year, he has seen more non-local drivers come in for exterior washing. “To be honest most of them are filthy dirty and really need the wash,” he said.
07-09-2025
06-19-2025 by NATSO Foundation Travel Center Product Mixes are Changing

It is easier than ever for professional drivers to park their tractor-trailer then head off-property for food, which means competition for drivers’ dollars is increasing.

Ideas to combat this trend include:
Consider investing in appealing attractions around the travel center could make it a destination.
To help increase variety for drivers, get creative with their food offerings by adding rotating food trucks or non-traditional QSR offerings.
Offer solutions that get them fresh food quickly such as salad bars, fresh produce and more interesting grab-and-go.

“There is a location outside of Las Vegas that offers a free shuttle to the Strip. That is why drivers stop there,” said Peter Rasmussen, CEO and founder, Convenience & Energy Advisors, who spent time with WaWa before launching his business. “In my WaWa days, we would build parcels with McDonalds and Starbucks. They’re competitors, but it makes that intersection a powerhouse.”
06-19-2025
06-11-2025 by Amy Toner Travel Centers See Increased Competition to Feed Professional Drivers

It is easier than ever for professional drivers to park their tractor-trailer then head off-property for food, which means competition for drivers’ dollars is increasing.

Ideas to combat this trend include:
Consider investing in appealing attractions around the travel center could make it a destination.
To help increase variety for drivers, get creative with their food offerings by adding rotating food trucks or non-traditional QSR offerings.
Offer solutions that get them fresh food quickly such as salad bars, fresh produce and more interesting grab-and-go.

“There is a location outside of Las Vegas that offers a free shuttle to the Strip. That is why drivers stop there,” said Peter Rasmussen, CEO and founder, Convenience & Energy Advisors, who spent time with WaWa before launching his business. “In my WaWa days, we would build parcels with McDonalds and Starbucks. They’re competitors, but it makes that intersection a powerhouse.”
06-11-2025
06-04-2025 by NATSO Foundation Travel Centers See Increased Focus on Forecourt Diesel

Shifts in freight patterns, an increase in light- and medium-duty commercial vehicles, and higher levels of RV traffic are driving an increase in forecourt diesel sales.

“I would strongly suggest our members to look at the big, big picture and how it is impacting them. New entrants to the market are ensuring they have diesel in all of their fueling lanes and have auto diesel up front.” said Darren Schulte, NATSO’s interim CEO and vice president of membership.
06-04-2025
07-29-2024 by NATSO Foundation More on the Trends and Opportunities Shaping the Travel Center Industry

When it comes to the future of the truck stop and travel center industry, Darren Schulte, NATSO’s vice president of membership, has a strong history of identifying trends, warning about threats and identifying new opportunities. He has an extensive background in the industry, has made thousands of site visits, and has constant conversations with operators and industry experts.

Read a detailed write-up of Schulte’s episode of the Truck Stops Here podcast, where he shared on what is happening in the travel center industry.
07-29-2024

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