In today’s market, truckstops and travel plazas are facing increased competition on several fronts. Restaurants and retailers are adding fuel as well and charging stations for electric vehicles, and convenience stores are rolling out amazing grab-and-go food programs. At the same time, improved fuel mileage on vehicles means customers don’t have to stop as often for fuel. In response, operators are stepping up their efforts to attract new customers while also increasing the conversion rate of fuel customers, getting them to come into the store.
Just over one year ago, Bobby Berkstresser, owner of White’s Travel Plaza, launched Destination Station at the location, which has brought in more customers. Destination Station features a Caribou Coffee, Subway and Popeye's Chicken as well as a made-in-Virginia store, pet wash, movie theater, barber shop and the country's first pharmacy at a travel center. The location also features live music once a month.
Since Destination Station opened, Berkstresser has seen Friday, Saturday and Sunday become the busiest days of the week. “Traffic and sales are increasing every month,” he said...
Photo Credit: Brittany Palmer/NATSO