Americans love coffee, and truckstops and travel plazas must offer a quality Cup of Joe to attract drivers. Coffee sales are a top profit generator for successful travel plazas and truckstops, and locations that offer a superior taste and seamless operation can greatly increase profits. However, brewing the perfect cup and keeping it fresh takes advanced planning and operational knowledge.
To help operators take advantage of this important profit center, The NATSO Show, scheduled to be held Jan. 21-24 in Savannah, Ga., has dedicated an education session to coffee programs. John Morris, vice president of S&D Coffee, will lead an interactive session on the topic where attendees will learn best practices in coffee operations, such as types of equipment and calibration. Operators also will benefit from hands-on troubleshooting and can sample selections from S&D’s new line of sustainable origin coffees. Most importantly, operators will learn how to maximize their coffee profitability for the long haul.
“A coffee program is a crucial element of a truckstop or travel plazas offerings, and the right offering can attract professional drivers, passenger traffic and locals,” said Pamela Hayes, vice president of business development at NATSO. “We are excited to present new ideas and industry trends to help operators optimize their coffee program.”
Coffee consumption continues to grow nationwide, according to the National Coffee Association. The association reported that daily consumption of espresso-based beverages has nearly tripled since 2008. Between 2008 and 2016, consumption of gourmet coffee beverages grew to 36 percent from 13 percent among 18 to 24 year olds, and to 41 percent from 19 percent from those aged 25 to 39. This growing interest in coffee among younger generations is just one of the trends that can benefit truckstop and travel plaza operators.
NATSO has selected the best thought leaders to present throughout The NATSO Show. To see the full lineup of show speakers and educational sessions, visit www.natsoshow.org.
The NATSO Show 2017 runs Jan. 21-24 at the Westin Savannah Harbor Golf Resort & Spa. Truckstop and travel plaza operators can register online or by contacting Afua Smith at (703) 739-8568 or firstname.lastname@example.org. Suppliers interested in participating as an exhibitor or sponsor should contact Pamela Hayes at (615) 673-2798 or email@example.com.
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