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 firstname.lastname@example.org or (915) 526-5820 to learn more about the costs and details of this service.
FireLake Grand Travel Plaza in Shawnee, Oklahoma, excels in service, and the management makes sure they take care of their customers.
One thing that stands out about this location is how they differentiate between and understand their different customer types. They are not afraid to offer multiple food options because they know different customers want different things.
They have a Subway, and their diner/deli that sells hamburgers and fried foods. Like a lot of NATSO members, they find customers are drawn to food from the diner.
FireLake does a nice job with its proprietary, in-house food offerings, and give foods a fresh, hand-crafted appearance. They take a lot of products, such as puddings and donuts, in the back to make them their own and before putting them in cases. The extra step emphasizes that the food is fresh and makes it more appealing to customers.
They also have a good coffee program with multiple options, which appeals to different types of coffee drinkers.
The front of the store is very, very simple even though there is a lot going on in inside the location. It is not overly cluttered and the restrooms are clean, which is so important in our industry. The location is unbranded and does a lot of diesel business.
FireLake is part of the Potawatomi Nation and has a huge, gorgeous casino in the back that offers drivers a unique opportunity to relax and be entertained. The casino also has a lot of food options for the drivers and traveling public
The location is a prime example of optimizing space, providing the right mix of food offerings and catering to your customers.
/// Did you know most weeks can find Darren Schulte, NATSO's Vice President of Memebrship, visiting a NATSO member truckstop location, spending three to four days, using his merchandising and operations expertise to help them grow their business? Learn about NATSO’s Profitable Retail Review program here.
Photos Credit: Darren Schulte/NATSO
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