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c o m

j u ly/au g u st 2 013

Politics & Pie

MEET NATSO's Chairmans circle Members

food service new ideas and trends

diesel to Remain on Top

risk management

the member magazine of natso, representing the truckstop and travel plaza industry

Chairmans letter

T
Tom Heinz Chairman of the Board

hose of you who attended The NATSO Show may remember that during my speech I shared that there is one thing Warren Buffet and I have in common, and, unfortunately for me, its not wealth. It is the belief that investing in yourself provides a higher return than any other investment you can make. I am also a fan of Mr. Buffets Ten Rules of Success. A few months ago, I was at Jimmy John's in Watertown, S.D., when I saw a plaque on the wall listing the rules. The rules struck a chord with me, and I took a picture with my iPhone so I could refer back to them. As fellow business owners, I think youll be able to relate to them as well. Im sure that, like me, youre already applying many of these to your business, but reading them can be refreshing. First and foremost, Buffett recommends you reinvest your profits. This applies to businesses of all shapes and sizes and particularly to our industry. We all know that our businesses require constant maintenance and upkeep, and that requires a significant investment. However, with that investment, we make our businesses more valuable. While Buffett is a proponent of reinvesting profits, he also watches small expenses and limits what he borrows. Buffett also advises fellow entrepreneurs to be willing to be different. As truckstop and travel plaza operators, we find our true success by finding our niche that sets us apart from our competition. He said, Your premium brand had better be delivering something special, or its not going to get the business. Buffett is known for making decisions, and he recommends others get the information they need and then act. Success comes from seizing opportunities. Yet, at the same time, Buffett tells us it is important to know when to quit. There is no reason to throw good money after bad. That may also be why he advises everyone to assess the risks of any situation. By thinking through both the best-case and worst-case scenarios, we can uncover the risks and rewards associated with any opportunity.

As business owners, we know that persistence pays off. Mr. Buffett reminds us of that in his rules, but he also reminds us to focus on the deal before we even get started. Bargaining power is the greatest before we start a job, so that is the time to spell out the details. The final rule on Mr. Buffetts list is to know what success really means. He said, When you get to my age, youll measure your success in life by how many of the people you want to have love you actually do love you. I couldnt agree more. Best regards,

Tom Heinz Coffee Cup Fuel Stops & Convenience Stores Inc. NATSO 2013 Chairman
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www.natso.com july/August 2013

 the member magazine of natso, representing the truckstop and travel plaza industry

c ove r sto ry
14 Politics & Pie
NATSOs Day on Capitol Hill 2013

featu r e s 11
NATSO Chairmans circle Members Connect with Chairmans Circle members diesel to Remain on Top Alternative Fuels are Increasing, but Diesel Will Remain a Market Leader

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18

new ideas and trends in food service Stay ahead of the curve with these tips

23

risk management NATSO members are talking. are you listening?

Chairman Tom Heinz President & CEO Lisa J. Mullings

Editor Amy Toner Associate Editor Mindy Long

D e partm e nts 3
Chairmans Letter Find Success Using Warren Buffetts Rules

Stop Watch is published bimonthly by the NATSO Foundation, 1737 King Street, Suite 200, Alexandria, VA 22314. Copyright 2013 by the NATSO Foundation. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, without written permission of the publisher. All editorial materials are acceptable and published by Stop Watch on the representation that the supplier is authorized to publish the entire contents and subject matter. Such entities and/or their agents will defend, indemnify and hold harmless Stop Watch and the NATSO Foundation from and against any loss, expense or other liability resulting from claims or suits for libel, violation of privacy, plagiarism, copyright or trademark infringement and any other claims or suits resulting from the editorial materials. Periodicals postage 024-723 paid at Alexandria, VA and other mailing offices. POSTMASTER: Send address changes to Stop Watch, 1737 King Street, Suite 200, Alexandria, VA 22314

Foundation Update Resources, Tools and Opportunities in Energy Efficiency

26

Great Ideas! Boost Traffic and Streamline Your Operations with These Ideas

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Operator 2 Operator How are you involving your community to boost your brand with local customers?

Member Profile Simmons travel stop: Where the Drivers Always Come Back Happy

We Want to Hear From You!

Do you have comments, ideas or suggestions? Dont hesitate to contact us. The NATSO Foundation 1737 King Street, Suite 200 Alexandria, VA 22314 Email: editor@natso.com / Phone: (703) 549-2100 http://www.facebook.com/NATSOInc / https://twitter.com/natso_inc

darrens great
Darren Schulte, NATSOs vice president of membership and a retail expert, writes a biweekly retail column on NATSOs blog. We feature the best here in Stop Watch magazine. Join Schulte on NATSOs website at www.natso.com/great-ideas to read his digestible retail tips every other Thursday.

Six Ways to Set Your Truckstop Apart

An important component of marketing your truckstop is deciding how you and your management team want to set your location apart from your competition. If you think about it, you and your competitors generally sell the same products at about the same prices and offer many of the same services. In order to stand out, you have to determine how are you going to set yourself apart. Your customer needs a reason to choose your truckstop over your competitors. In the customers mind, it does not always come down to price. A majority of your customers will pay a little more for an item if they know that they are going to get a quality product in a clean environment with superior customer service instead of bargain shopping for the lowest price. There are endless ways you can distinguish yourself from your competitor. Six examples include:

Products. You may have chosen to be the largest electronics retailer for the over-the-road driver. Showers. You could have the cleanest showers on the interstate, the nicest towels or the most showers so customers will never a wait to get a shower. Beverages. Maybe you have the best coffee or the widest selection of soft drinks. Parking spaces. Maybe you have the cleanest, most accessible parking in your area.

Travel Plaza and Truckstop Training Manual

Marketing and merchandizing is an essential element in the success of any operation. To help truckstop operators, NATSO offers a Truckstop and Travel Plaza Training Manual that includes a chapter on Marketing and Retail. NATSO members can purchase the manual for $175 and nonmembers can purchase it for $675 at www.natso.com/trainingmanual.

Food. Maybe you have the best fried chicken in the area. Staff. You could have the friendliest staff, most knowledgeable staff or consistent faces.
July/August 2013

You need to pick one or several and make sure that your customers and future customers are aware of them. Highlight them on your advertising, in your business model, on your flyers and on billboards. Customers should understand what you stand for no matter where they see your company listed. Again, it is critical you know who your customers are and why they shop your location. Never assume you know.

Have a retail merchandising, marketing or operations question? Reach out to Schulte

at dschulte@natso.com or (703) 739-8562 and hell answer your question in the next Darrens Great Ideas! for Independent Operators.

Ten Tips for Scheduling Staff at a Truckstop

No matter how you look at it, the human resource piece of running a successful operation is often the biggest daily challenge. In this day and age, even with unemployment over double-digits in many areas of the United States, hiring, training and retaining employees is a struggle. I have noticed in my travels and visits with independent operators who do not have an automated process, that scheduling team members appropriately can be difficult. Those that are doing schedules manually often tell me that the process for laying out a weeks worth of work is not a 20-minute activity. I think we all would agree that if we are spending hours on manual schedules, it is not a good distribution of manager or ownership labor hours. Below are some helpful hints to scheduling you may want to consider. 1. Try not to guarantee anyone a specific shift unless they are looking for the 3-11 or 11-7. I know it is tough to recruit, but the more flexible your staff is, the easier to schedule. Try not to guarantee weekends off. Every staff member should work some weekends. Use your weekends to reward good staff performance. Although it is challenging, when it comes to scheduling, try to have more part-time employees and/ or flexible-hour employees than full-time employees in order to help reduce the chances you are short-staffed. When filling out a weekly schedule, have Monday as your starting day and Sunday as your ending day. (It will make sense shortly.) of hours worked in a day as well. Some team members may prefer three 12-hour days rather than five five-hour days. 8. Look to schedule team members at different times throughout the schedule, which protects you in case you have a no-call no show. For example, rather than schedule all three team members to arrive at 7:00 a.m., have them come in at 7:00 a.m., 7:30 a.m. and 8:00 a.m. Get in the habit of sending team members home early when business does not warrant the additional staff, which ensures staff understands that labor hours are tied to business performance. The more business, the busier it is and the more hours are afforded to them.

5.

Have a policy that your team members must provide their requests for days off two weeks in advance. Make the policy a requirement and ensure it is spoken about often, during the interview process, hiring process, training process and during location meetings, shift change, etc. Once you have layered in requested days off, work backwards filling out your schedule, completing Sunday out first, then Saturday, then Friday, etc. Most locations are busiest during the weekend as far as overall business and typically these are the days that staff calls in most often. Highlight those team members that during the hiring process have identified themselves as not caring if they have consecutive days off. There are many people, like myself when I worked my hourly jobs, that prefer to have days off split. These folks should be layered into the scheduling process as well during the beginning process. Do not assume that everyone prefers what you may prefer. This goes to number

9.

6.

2.

7.

3.

10. Always set a date of when the schedule should be posted for team members to see. Keep that date, make sure you execute and post the schedule when your team members expect it. If you are running late posting it, make sure that you tell your team members you are behind schedule. The better you communicate your schedule, the more effective the schedule will be. The further in advance you can schedule, the better performance you will get. Never forget, IF YOU DO NOT EFFECTIVELY SERVICE YOUR TEAM MEMBERS, YOU WILL NEVER BE ABLE TO EFFECTIVELY SERVICE YOUR CUSTOMERS.

4.

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department XXX Foundation

Update

Resources, Tools and Opportunities in Energy Efficiency

By Mindy Long t is a given that businesses that are open 24 hours a day, seven days a week are going to constantly draw power from the grid. Finding ways to cut down on the energy needed to run the business makes financial sense, and it also benefits the environment. Todays technology is making it easier, more affordable and more convenient for business owners to swap out traditional lighting and fixtures to energy-efficient models. From LED lights to low-flow toilets, truckstop and travel plaza operators are making investments that produce both short- and long-term savings.

Don Demko of Eco Travel Plaza has invested in LED lighting outside of the store, both on his canopies and on some signage. Demko said one sign went to a 1-amp draw from a 12-amp draw after switching it to LED. While LED lighting leads to greater savings and produce a bright, brilliant

If youre not doing that now, your nuts because the payback is usually less than two years.
 Michael Lawshe, referring to LED canopy lights

Low-Energy Lighting
To see immediate energy savings, Michael Lawshe of Paragon Solutions suggests operators install LED lighting in their fuel canopies. If youre not doing that now, youre nuts because the payback is usually less than two years, he said. In areas where operators have a low cost per kilowatt, payback can take longer, and areas with the best payback are those where operators are paying 8 to 10 cents per kilowatt. Dave Shoemaker of Shoemaker's Travel Plaza said LED lighting was one of the best investments he made during a recent rebuild of his location. He uses it on his truck and car canopies as well as in his coolers. They really brighten up the product in the cooler, he said. Lawshe said there are typically retrofit kits available that let operators swap out fluorescent bulbs in coolers with LED. It is typically a 2.5-year payback, he said.
8 July/August 2013

light, it isnt necessarily appropriate in all areas of a truckstop or travel plaza, Lawshe explained. A lot of people think the simple answer is to put LED everywhere. While that will save money, it isnt always the best answer, Lawshe said. Often times inside a store within the travel centers, youre trying to create different moods. You dont want the harsh LED in a restaurant, but you might want it in a produce section or somewhere you want the bright brilliance. Inside the store, Demko turned to T-8 lighting instead of LED. The cost is so much less and the energy savings are still high, so it works better than using much higher-cost LED with more energy savings, he explained.

Natural Light
A growing number of locations are relying on natural light, which of-

foundation update
ten produces a better light and cuts costs. The sun is the benchmark that we use to measure light. That number is 100. A lot of these light fixtures might only be a 70 or 75, Lawshe said. Instead of enclosing the box and then lighting it up, why dont we let God light it up? Locations can use windows, solar tubes or skylights to increase the amount of natural light. Those options do come with some challenges, such as heat loss and water leakage, Lawshe explained. That being said, weve done it and done it successfully, he added. To maximize natural light, Shoemaker installed a lot of windows and then placed light sensors on interior lights. When the sun comes out, the lights go off, he said, adding that he also uses sensors on outdoor lighting so he doesnt have to worry about employees turning on or shutting off the lights. which is designed to come on slowly and ramp up as needed. The more you cook, the faster it runs, Shoemaker explained. However, because the grills and fryers are always on, Shoemaker said he hasnt seen the hood shut down. He added, The one in the back of the kitchenthe prep areaworks well because the stove and oven do get shut off and so the exhaust fans actually will quit running, and anything that saves from sucking hot or cold treated air out of the building is a good thing.

There is a time and a place for solar panels.

Michael Lawshe

Solar Panels
While solar panels might seem like a good investment, Lawshe advised operators to crunch the numbers carefully as the payback can take ten years or more. They do generate energy, but theyre very expensive. The financial payback isnt always there quickly, he said, adding that with government grants the payback can drop down to five years. You have to look at the incentives and then do the math. Operators may see a faster payback period with strategically placed solar panels, such as those used to power pole lights. If you have an old truckstop and the lighting is terrible, you can drop a pole, add a solar panel on top and you dont have to put conduit in and run it out to a pole. There is a time and a place for solar panels, Lawshe said. Demko said he has seen significant savings$1,000 a month from adding 35kW solar panels to his business. He was able to fund the project through grants from the Environmental Protection Agency and Tennessee Solar. The panels generate significant electricity, which Demko sells back to the grid.
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Energy Management Systems

Energy management systems, which program lighting, HVAC systems, refrigeration and more, help companies avoid energy spikes, which can drive costs higher. It is basically a smart box that controls things that are as simple as timers or switches or thermostats and takes it out of the employees hands," Lawshe said, adding that the systems can ensure that no two compressors come on at the same time, keeping costs down. EMS will save you 15 to 30 percent in your overall energy. Shoemaker invested in computercontrolled heat and air conditioning, which keeps the employees from adjusting the thermostat. Also all of our heat and air are from heat pumps. It is impressive that even when it is in the single digits outside, they still generate heat, he added. Shoemaker also invested in a variable speed hood in the kitchen,

Plumbing Fixtures
Cutting down on water consumption can also save operators money. How much depends on the cost of water in the area. We had a Las Vegas customer that looked at reclaiming the water in a carwash. They saved 1.8 million gallons of water a year in a single-bay carwash. The payback was so fast1.2 yearsit was amazing. Shoemaker said one of his best investments was low-flow toilets, but he said operators need to buy the right toilets. The first ones we had in our new building were a true headache. Then we switched to Sloan power flush. I could do a commercial for them. They save water and actually work all of the timesometimes too good, he said.

foundation update They really brighten up the product in the cooler.

David Shoemaker, referring to LED cooler lights

Shoemaker said he is looking forward to a more inexpensive solar panel. I think when they get the cost down, that will certainly be something to look at, he said.

Know Before You Go

While energy-efficient products can save money, Lawshe said operators shouldnt invest in technology arbitrarily. Do an audit and research where the return is, he said, adding that vendors can often conduct an energy audit. The challenge is that if theyre just a lighting guy, theyll focus on lighting. It might make sense to use a broad-based consultant. The right consultant can give operators a playbook that outlines investments and return, Lawshe said. It will tell you, If I spend this $100,000, I will get a payback in one year. While operators will face an initial investment in new energy-efficient technologies, they may be able

to take advantage of grants that help defray the costs. The first place I would go is www.dsireusa.org. There are processes and paperwork involved, but if you take the time, you can do it, Lawshe said, adding that in some cases lighting distributors or specialty consultants will complete the paperwork on their customers behalf. Oftentimes that is the best way to go because they already know the people and the process and they have done it before, Lawshe said. Shoemaker applied for and received a grant from Blue Skyways for the L.E.D. lighting on his canopies. His wife, Karen, wrote the application. Sometimes calculating the exact return on investment on energyefficient technology can be difficult. It is hard for us to quantify our overall savings from any one source except solar since we also added energy efficient HVAC units, LED lighting in the coolers, new coolers, etc. We also added new equipment, i.e. grab and go, food warmers, etc., which consume energy we didnt use before, Demko said. Lawshe said there are several small, one-off projects that can contribute to energy savings, such as

using concrete instead of asphalt, installing a white roof or insulating the slabs walk-in coolers sit on. If youre not insulating your floor, the energythe coldis flowing out. Put your hand down on your floor in front of your cooler and feel the temperature. If it is cold, that energy is coming from your cooler and youre paying for that, Lawshe said.

LEED Certification
Locations going green can obtain LEED Certification, which stands for Leadership in Energy and Environmental Design. The voluntary, market-driven program provides third-party verification of green buildings. For commercial buildings a project must satisfy all LEED prerequisites and earn a minimum of 40 points on a 110-point LEED rating system scale. However, Lawshe warned operators seeking certification that there are certain hoops they have to jump through and the certification costs can range from $50,000 to $75,000 dollars. Anytime you have a quasi government entity guiding this, you have this big conglomerate and there is silliness involved, Lawshe said. For example, operators can get points for installing bicycle racks. Putting bicycle racks in a truckstop makes no sense, but you can get a point for it, Lawshe said. Shoemaker said he found that the payback isnt worth the expense of obtaining LEED Certification. It is not a bad idea, but you can spend your money in different areas with better results, he said. To learn more about LEED certification, visit http://www.usgbc.org/.

Resources for Going Green

Forest Stewardship Council: www.fsc.org U.S. Green Building Council: www.usgbc.org National Association of State Energy Officials: www.naseo.org Database of State Incentives for Renewables and Efficiency: www.dsireusa.org

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July/August 2013

Airgas Specialty Products

CAT Scale Co.

Coca-Cola Refreshments

Kelli Williams 2530 Sever Road, Suite 300 Lawrenceville, GA 30043 678.985.6718 678.985.6719 kelli.williams@airgas.com www.airgasdef.com
Bridgestone Commercial Solutions

Delia Moon Meier 515 Sterling Drive Walcott, IA 52773 563.284.6263 563.284.6475 delia.meier@iowa80group.com www.catscale.com
Chevron Lubricants

J.T. McMahan 2500 Windy Ridge Pkwy. Atlanta, GA 30339 770.200.8892 770.989.3565 jmcmahan@coca-cola.com www.thecoca-colacompany.com
DAS Companies Inc.

Roger Phillips 535 Marriott Drive, 8th Floor Nashville, TN 37214 615.937.3405 615.493.2712 phillipsroge@bfusa.com www.trucktires.com

Kurt Fuller P.O. Box 1937 Granby, CO 80446 303.884.9680 970.887.9873 kufu@chevron.com www.deloperformance.com

Mike Filiatreau 724 Lawn Road Palmyra, PA 17078  3 09.743.1143, or corporate office 800.251.9104 ext. 393 855.542.6265 mfiliatreau@dasinc.com www.dasinc.com

www.natso.com

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Double Coin Tire

Gilbarco Veeder-Root

Michelin North America

Walter Weller 406 E. Huntington Drive, Suite 200 Monrovia, CA 91016 626.500.8452 626.301.9579 walter.weller@cmaintl.com www.cmaintl.com
Electronic Funds Source LLC (EFS)

Dena Lee P.O. Box 22087 Greensboro, NC 27410 336.547.5114 336.547.5299 dena.lee@gilbarco.com www.gilbarco.com
Howes Lubricator

Josh Jarvis One Parkway South Greenville, SC 29615 505.307.8797 josh.jarvis@us.michelin.com www.michelintruck.com
Mobil Delvac

Karl Kelley 1104 Country Hills Drive, Suite 600 Ogden, UT 84403 800.824.7378 karl.kelley@efsllc.com www.efsllc.com
Federated Insurance

Stephen Sikorsky 60 Ocean State Drive North Kingstown, RI 02852 401.294.5500 401.294.4229 steves@howeslube.com www.howeslube.com
KSG Distributing Inc.

Jeff Irwin 42957 Brookton Way Ashburn, VA 20147 703.723.6601 703.832.8339 jeff.d.irwin@exxonmobil.com www.mobildelvac.com
Orion Food Systems

Nathan Oland 121 E. Park Square Owatonna, MN 55060 507.455.8935 507.455.7840 nsoland@fedins.com www.federatedinsurance.com
First Data

Don Paddock 1121 W. Flint Meadow Drive Kaysville, UT 84037 801.390.3820 801.991.1822 dpaddock@ksgdist.com www.ksgdist.com
McLane Co. Inc.

Ed Brown 2930 W. Maple St. Sioux Falls, SD 57107-0745 407.375.4917 605.336.0141 ekbrown1@me.com www.orionfoods.com
QuikQ LLC

Dan Hudson 5565 Glenridge Connector NE Atlanta, GA 30342 703.398.5831 402.315.5452 dan.hudson@firstdata.com www.firstdata.com

Steve Brady 4747 McLane Parkway Temple, TX 76504 254.771.7064 254.771.7097 steve.brady@mclaneco.com www.mclaneco.com

Ernie Betancourt 1000 Corporate Centre Drive Suite 380 Franklin, TN 37067 615.435.3287 866.641.6850 ernie.betancourt@quikq.com www.quikq.com

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July/August 2013

New Members
Randall-Reilly Publishing The Truckers Friend National Truck Stop Directory

New Travel Plaza Members JC World Bell Wholesale Corp.

376 Railroad Ave. Hackensack, NJ 07601 PHONE: (201) 488-1096 FAX: (201) 488-1097 CONTACT: Chong Son Cha EMAIL: chong@jcworldbell.com WEBSITE: www.jcworldbell.com

Robert Lake 3200 Rice Mine Road N.E. Tuscaloosa, AL 35406 205.248.1235 205.345.0958 rlake@rrpub.com www.rrpub.com
Renewable Energy Group

Robert de Vos P.O. Box 476 Clearwater, FL 33757 727.446.2866 727.443.4921 rdevos@truckstops.com www.truckstops.com
Valvoline

Sbarro
139 Crescent St. Closter, NJ 07624 PHONE: (201) 750-0617 FAX: (715) 418-7028 CONTACT: Dave Gleason EMAIL: dgleason@sbarro.com WEBSITE: www.sbarro.com

Jon Scharingson 416 S. Bell Ave. Ames, IA 50010 515.239.8042 515.509.1259 jon.scharingson@regi.com www.regi.com
Shell Lubricants

Gigi Rollins 3499 Blazer Parkway Lexington, KY 40509 843.793.8490 859.357.2359 grollins@ashland.com www.valvolinehd.com

Dan Beaudin 400 4th Ave., SW Calgary, Alberta, Canada T2P 2H5 403.691.4943 daniel.beaudin@shell.com www.rotella.com
Terra Environmental Technologies (TET), A CF Industries Company

DEVELOPMENT OPPORTUNITY
The Port of Entry LLC is seeking a development partner for a new truckstop in the state of Idaho.

T  his site is on the heavily travelled I-15 and State Route 33 from Canada to Mexicodiagonally across from the state of Idaho Port of Entry. E  very truck northbound or southbound must stop at this intersection. T  he site is just off the ramp and is already zoned for use as a truckstop. T  he land is debt free. T  he Port of Entry LLC would contribute the land in return for a percentage of the deal or would also consider a straight sale of the property.

Bill Buzbee 4 Parkway North, Suite 400 Deerfield, IL 60015 615.631.9961 615.349.3529 bbuzbee@cfindustries.com www.terracairdef.com

Please direct inquiries to: Seypar, LLC P.O. Box F Oakville, WA 98568

Office: (360) 718-6729 Fax: (360) 273-7350 Email: seyparllc@gmail.com

www.natso.com

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Politics & Pie

More than 50 NATSO members made their annual pilgrimage to Washington, D.C., in early May to meet with lawmakers about the critically important issues of highway funding and interstate tolling.
NATSO members delivered the message to Congress that the fuel tax remains the most effective, efficient way to fund infrastructure, but the federal government must address the shortage of fuel tax revenues in the next highway transportation reauthorization. NATSO members also asked Congress to repeal the Interstate Rehabilitation and Reconstruction program that allows states to seek permission from the Federal Highway Administration to toll existing interstates. The event kicked-off on Tuesday, May 7, when luncheon speaker Jonathan Peters, professor of finance with the City University of New York Graduate School and The College of Staten Island, discussed the inefficiency of highway tolling. Between 12 percent and 25 percent of all tolling revenue collected is spent on supporting toll collection at toll booths and other administrative fees, Peters said. Administering the federal motor fuel taxes, by comparison, costs less than 1 percent of the fees collected, he said. Later that evening, NATSO hosted its annual pie reception, serving nearly 250 pies to legislators and their staff. This reception is well known in the nations Capitol and carries NATSOs name to all 535 members of Congress. On Wednesday, May 8, Congresswoman Cathy McMorris Rodgers (R-Wash.) spoke to members at the annual congressional breakfast.

Clockwise from top left: Luncheon speaker Jonathan Peters, professor of finance with the City University of New York Graduate School and The College of Staten Island, discussed the inefficiency of highway tolling; NATSO board member Chad Ingram, Garvin Oil Co., Inc. makes his pie selection; Bill Vollenweider, Detroiter Travel Center, meets with Rep. Rick Nolan (D Minn.); Rep. Cathy McMorris Rodgers (R-Wash.) spoke to members at the annual congressional breakfast.; Brad Stotler, NATSO, and Heather DeBaillie, CAT Scale Co., chat with Rep. John Shimkus (R Ill.); Chet Reilly, Broadway Truck Stops, and Stuart Ellison, Broadway Truck Stops, connect with Rep. Tim Walz (D Minn.). Photography by Charlie Archambault for NATSO. 14 July/August 2013

NATSO DAY ON CAPITOL HILL 2013

By Mindy Long While alternative fuels and technologies may increase in the future, diesel will remain the primary fuel for the trucking industry for decades. The findings were part of a two-year study on the future of alternative fuels conducted by the National Petroleum Council. The U.S. Secretary of Energy requested the study, which looked at the full breadth of alternative-fuel options alongside

Diesel
16 July/August 2013

traditional diesel and gasoline.

to Remain the Leading

team made up of over 300 leading academics, engineering experts and executives in the vehicles and fuels industries created the long-term view of transportation fuel use scenarios in the U.S., looking at natural gas, plug-in electric power, hydrogen, biodiesel, and gasoline and ethanol blends. The Department of Energy estimates that heavy-duty trucks, defined as on-road vehicles in Class 3 through 8, consume over 20 percent of the fuel used in transportation in the United States, and the study said that diesel will remain a leading fuel among all classes. Diesel in all the scenarios we ran remains the dominant fuel for heavy-duty trucking. There is no place where we see diesel shares moving below the 50 percent mark even in the very long term in 2020 and 2035, said Bill Taylor who worked on the study. Taylor made his comments while presenting the study at The NATSO Show in Savannah, Ga. Taylor said diesel will remain strong due, in part, to its continued improvement in fuel economy. Researchers found that heavy-duty truck fuel economy has the potential to nearly double between now and 2050. There are opportunities for significant fuel economy improvements in diesel-powered

trucks. There is no lightening bolt or a silver bullet, but just a lot of little improvements to trucks over the long term, he said. Technologies such as low-friction bearings, single wide-base tires, and transmission and driveline advancements will contribute to increased efficiency. When we look out to 2050, we have to make the assumption that some of these technologies will be ironed out by then, Taylor said. While diesel will remain strong, Taylor expects to see the use of natural gas continue to increase, and its market share in heavy-duty trucking may approach 50 percent by 2050 if the price differential between diesel and natural gas persists over time. The use of natural gas compared to diesel or gasoline has significantly lower CO2 emissions, and policy makers care about that, Taylor said. We see a future for natural gas. We see an economic home for it and a place where the economics can become so attractive that if youre driving a lot of miles and burning a lot of fuel, you can benefit from it. The study estimated that by 2050, the extra cost of a natural-

Fuel for Decades to Come

gas heavy truck could decrease. While the current cost ranges from $50,000 to $75,000, the study estimates it could decrease to a range of $28,000 to $42,000. Even still, a transition to natural gas will be well into the future. If everyone started buying natural gas trucks tomorrow, it would still be a long time before a lot of them were on the road because trucks last for a long time and there are a lot of older trucks on the road, Taylor said. The study also found that gasoline power will be a formidable competitor in the medium-duty sector due to the ever-increasing cost of diesel engines and their required emission control systems. In addition, hydrogen and plug-in electric power technologies are highly efficient and have their advantages, but will remain a small part of the industry. Battery and fuel-cell technologies still lag the heavy-duty requirements by quite a ways, Taylor said.

There are opportunities for significant fuel economy improvements in diesel-powered trucks. There is no lightening bolt or a silver bullet, but just a lot of little improvements to trucks over the long term. Bill Taylor
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w e N

and T s a e re Id

nd

in Food Service
By Mindy Long

= Trend Alert
For truckstops and travel plazas, restaurants are among the most important profit centers at the locations. Sit-down and quick-service restaurants alike attract four-wheeler traffic, professional drivers and locals. Even better, restaurant and foodservice sales are expected to reach a record high of $660.5 billion this year, the National Restaurant Association reported. Thats a 3.8 percent increase from 2012.

rowth is good, and staying current on the industrys latest trends can help operators maintain current sales and even tap into new customers.

Consumers Make Ease and Convenience a Top Priority

Within the truckstop and travel plaza industry, which primarily serves customers who are on the go, ease and convenience is as important as providing a quality product.

Chris Rose, who oversees restaurant operations for Iowa 80 Group, said he is seeing an increase in the companys quick-serve offerings. A good portion of that is because of the hours of service the drivers adhere to. They have a limited amount of time they can drive for, and if theyre going to stop during that time frame, it is for something fast, Rose said. Orion Food Systems, which monitors trends on an on-going basis, has found that consumers are re-

placing traditional meal times with several snack-type occasions. Whats more, consumers are looking for good food fast and dont necessarily care where they purchase it. Sarah Odde of Orion Food Systems said there is a blurring of channels among fast-casual, quickservice restaurants and c-stores. However, there are unique opportunities within each category that operators can use to meet customers needs and increase sales.

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July/August 2013

Consumers Grab and Go

Big Boys Truckstop in Kenly, N.C., is tapping into the trend of faster food while also coupling it with healthier options. Manager Wendi Powell said the location is adding more cooler space to house packaged salads and sandwiches produced in the locations restaurant, Lowell Mill. Powell has plans to step up the quality of their sandwiches. We already buy good quality deli meat, but we want to put in something that is a sliceable product, she said. These guys are out there eating fast food so much and they get so tired of it. Whites Travel Plaza in Raphine, Va., has installed open-air coolers to house its grab-and-go offerings, which include salads and sandwiches. Putting the products out in the open has helped increase sales, said Corey Berkstresser of Vesuvius Inc., that operates both Whites and Lee Hi Travel Plaza in Lexington, Va. If it is behind glass, it doesnt catch peoples eyes, he said. Sandwiches are a staple when it comes to grab-and-go offerings. The Sandwich Consumer Trend Report by Technomic shows that more than half of respondents said they purchase grab-and-go prepared and wrapped sandwichesan increase from 39 percent in 2010. Those surveyed said convenience, speed of service and portability were the primary drivers for grab-and-go sandwich purchases. Younger consumersthose 18 to 34 years oldare the largest purchasers of grab-and-go sandwiches, with 70 percent saying they sometimes buy grab-and-go sandwiches.

Forty-eight percent of consumers 35 years old and above purchase them. Those who dont purchase graband-go sandwiches said theyre concerned the sandwiches wont be fresh and that they wont be able to customize them. To combat this, Technomic suggests operators put toppings and sauces on the side to prevent sogginess, ensure that the sandwiches maintain their flavor and freshness longer, and give consumers the ability to customize their sandwiches. While cold sandwiches make up an important part of grab-and-go sales, Lee Hi Travel Plaza has had success with hot grab-and-go foods, including cheeseburgers and chicken sandwiches, in hotboxes on the counter so customers can grab them as theyre checking out. We also have hot apple pies. We bought a new hot box with baked and fried chicken and offer a three-piece fried chicken dinner along with sides green beans and mac and cheese, Berkstresser said. Lee Hi has also added biscuit and bagel breakfast sandwiches in its hotbox, which are selling well Berkstresser said. That fits in with a national trend, according to Odde. She said Orion Food Services has found that the breakfast category is growing at a faster clip than lunch. We have been focusing on using technology in convenience stores to understand traffic patterns tied to daypart penetration, Odde said, adding that by identifying high-traffic timeframes, food service managers can maximize product availability in the grab-n-go warmer and increase sales. Fresh fruit is a popular grab-andgo item no matter what time of day it is. Berkstresser said he started

Restaurant Sales Expected to Increase

The National Restaurant Association expects restaurant sales to reach a record high of $660.5 billion this year, and the national trade group is anticipating sales increases at full-service and casual-dining restaurants alike. The association said the full-service restaurant segment is projected to post its third consecutive year of real sales growth this year, and it expects full-service sales to total $208.1 billion in 2013, up 2.9 percent from $202.2 billion last year. The limited-service eating-place segment is expected to post $225.4 billion in sales this year, up 4.6 percent over $215.4 billion in 2012. Within the segment, quick-service restaurant sales are expected to total $188.1 billion, up 4.9 percent from 2012. Snack and nonalcoholic-beverage bars are projected to register $29.1 billion in sales, up 4.3 percent. Cafeterias, grill-buffets and buffets are expected to post 8.3 billion in sales, up 0.1 percent. The National Restaurant Association said 48 percent of the casual-dining operators it surveyed expect business to improve this year. As for familydining operators, 43 percent expect business to improve.

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New Ideas: Expand Offerings to Boost Sales

For years Johnsons Corner in Loveland, Colo., had been known for its cinnamon rolls, but now the location is taking its baked goods a step further and adding new items, including custom cakes, donuts and brownies. We hired a cake artist and added a bakery component to our restaurant, said Chauncey Taylor of Johnsons Corner. Just today there is a large cake going out for a contractors birthday. The bakery additions are boosting sales both in the location and with locals as well. Taylor is also planning to grow his business by offering boxed lunches and hopes to create a route that delivers prepared lunches to businesses in the area. It is using the kitchen to prepare meals that encapsulate a form of catering, he explained. Taylor has already seen success with catering. The business ebbs and flows and is most busy around the holidays, he explained. Wendi Powell of Lowell Mill Restaurant at Big Boys Truckstop in Kenley, N.C., said she has been steadily growing the catering component of their business. We just bought a new catering van and are looking forward to doing more, she said. The catering business has grown organically. Ive had to go slow and build it into the way we work. I couldnt go out and establish a whole separate entity, but weve been able to work it into our business as is, Powell explained, adding that she most often serves 200 people or less. One of the biggest benefits of the catering is raising awareness in the local community. It has put the reputation of our restaurant out there, which is huge for our local business. As an independent truckstop, I count not only on my drivers, but also on the locals, Powell said.

vey, 93 percent of American adults that dine out for lunch said that price is important when choosing their destination. In addition, more than half51 percentof millennials (aged 1834) are more likely to make a complete meal choice for lunch if it includes a dessert. When it comes to sit-down dining, truckstops and travel plazas are working to provide value while also offering quality. Just because of the sheer cost of food, were trying to get creative and put a good variety out there and still be cost effective, Rose said, adding that the prices of meat have increased across the board, but particularly for beef. You can only pass so much of the cost onto a consumer. To maximize their offerings, Rose said Iowa 80 has added casserole dishes to the buffet. They are filling and appetizing but arent as expensive as putting out a whole pork loin, he said.

Consumption of Poultry is on the Rise

In addition, Rose said Iowa 80 Groups restaurants have increased their pork and chicken offerings, which can also appeal to consumers tastes while keeping costs down. Although poultry is well represented on most restaurant menus, more than half of consumers want restaurants to offer a greater variety of chicken entres, Technomic reported. Escalating prices for beef and pork are nudging more consumers toward poultry, said Darren Tristano, executive vice president of Technomic. He added that 40 percent of consumers said they want to see more options for turkey entres on the menu. Operators and suppliers can leverage shifting expectations by exploring a

stocking fruit in small quantities he bought from a vendor, but he has found it sells well and he needs to replenish it often. Because it is perishable, he finds it is easier to pick it up at a local retailer and then refill the fruit baskets within his c-store. I go to Wal-mart or Kroger and will buy a box of bananas. Im frequently running errands, so before I go out, I look at my fruit baskets so I know what I need. I can pick up bananas or some apples, he said.
20 July/August 2013

Price-Conscious Consumers Seek Value

Quick-serve dining options, also known as fast food, save drivers time and are typically less expensive than sit-down options. Thats important in todays economy as value remains a top priority for a number of consumers. An online survey conducted by Harris Interactive and commissioned by the Dairy Queen system found price is an important consideration for diners when deciding where to go for lunch. According to the sur-

wider range of versatility for chicken and poultry. These proteins are both highly adaptable to flavor innovation; look for opportunities to promote more poultry for breakfast, appetizers and snacks. Technomic found that poultry is trending up for breakfast, snacks and appetizers. In particular, breakfast entres featuring chicken are up by 16 percent on full-service restaurant menus since 2011. Three out of 10 consumers say theyd order chicken- and turkey-based substitutes for beef or pork. Powell is planning to add turkey barbeque to the menu. It is a lot healthier for you. It gives you similar flavors, she said. Big Boys also has a chargrill and offers grilled porkchops and grilled chicken, which are healthier alternatives to their fried foods, Powell said. We do baked turkey as an option at least twice a week on our menu and buffet, she added. Rose said Iowa 80 doesnt have as many steaks on the menu as they have in the past. Every once in a while we can get a deal and get different types of steaks for a good price, and well jump on them, he said, adding that ribeye and t-bone steaks sell the best. Meat in general seems to resonate with diners. The National Restaurant Association said other top trends include locally sourced meats, produce and seafood. Restaurants are also taking advantage of new cuts of meat, such as the Denver steak, pork flat irons and teres major. However, Rose said he has found the newer cuts of steaks dont move. Theyre okay if youre going to use them in something, but they dont sell on their own, he said.

Consumers Want Locally Sourced Produce and Meat

When it comes to using locally produced products, Big Boys tries to use as many as it can, including cornmeal, sweet potatoes, sausage and meat. I have recently introduced locally grown, steroid-free beef from Wheeler Cattle Farm to our drivers and they love it. Its amazing the difference quality makes to them, she said. Were looking at a poultry supplier and some steroid-free opportunities. Big Boys will start changing some signage to highlight the local goods it uses and add a small retail area to their restaurant to sell local products. We already serve a great deal of local products weve just never capitalized on it, Powell said.

Dining Guide
Operators looking to expand their food offerings can tap into the expertise of NATSOs allied members who can share their latest insights into top dining trends. Burger King C.H. James Email: cjames@whopper.com Chesters International Justin Lobdell Email: justinl@chestersinternational.com Gourmet Gardens Kara Hancock kara@gourmetgardens.net Huddle House Inc. Mark Whittle Email: mwhittle@huddlehouse.com Hunters Reserve Inc. Debbie Schold Email: dschold@huntersreserve.com International Foodsource LLC Stephen Kleinman Email: stephen.kleinman@intlfoodsource.com Interstate Dairy Queen Corp. Kevin McNaboe Email: kmcnaboe@interstatedq.com McAlisters Corp Tony Valles Phone: 601.519.8985 McLane Co. Inc. Steve Brady Email: steve.brady@mclaneco.com Old Fashioned Cheese Co. Joe Clark Email: jclark@oldfash.com Orion Food Systems Ed Brown Email: ekbrown1@me.com Sbarro Dave Gleason Email: dgleason@sbarro.com SUBWAY Jeanne Marchitto Email: marchitto_j@subway.com Yum! Brands Express Sheryl Fox Email: sheryl.fox@yum.com www.natso.com

Restaurants Increase Ethnic-Inspired Dishes

The National Restaurant Association said one of the top trends in 2013 is the increase in ethnic-inspired menu items, particularly in certain regions of the country. Odde said Mexican cuisine accounts for the majority of all ethnic food sales, and operators told Stop Watch theyre having success with Mexican dishes. Theres an influx of Hispanic drivers. That influences what we put on the menu and we do some items for them, Rose said. Iowa 80 has added new menu items to appeal to Hispanics, including enchiladas, a tortilla lasagna, a taco bar and a Mexican buffet.

Restaurants Offer More Healthy Options

Fresh descriptions and high-quality products are resonating strongly with consumers, particularly those who visit family-style restaurants, Technomic reported. In addition, the Na-

21

portobello mushrooms and sweet, caramelized onions in addition to mozzarella and pecorino Romano cheeses.

Consumers Seek Out Specialty Pizzas

When it comes to pizza, diners are purchasing more innovative specialty pizzas, according to a survey by Technomic. Pizza is also showing up on the menu in more and more locations, such as quick-serve sandwich shops. It makes sense, since pizza is one of the most popular foods in America. More than four in 10 consumers said they eat pizza once a week, compared to 26 percent just two years ago, Technomic reported. Consumers increasingly view pizza as the go-to food when they dont feel like cooking, Tristano said. Operators can emphasize convenience in their marketing message, positioning pizza as an easy, convenient and affordable meal solution that will appeal to an entire group or family. Its a message that resonates with many customers.

tional Restaurant Association said 44 percent of chefs said low-calorie/lowfat entrees are a continuing trend. Odde said, Most recently, we have seen a surge in healthy or perceived healthy menu items, especially as more caloric counts are being posted. Powell said Big Boys is doing a healthier take on southern offerings. Were not putting those heavy oils and seasonings on our vegetables anymore. We have a healthy salad bar with mixed lettuces instead of iceberg lettuce, and were trying to incorporate more fruit in our new and upcoming menu, Powell said. In an effort to take advantage of calorie-conscious diners, Orion Food Systems will be launching a line of under-400-calorie pizzas. Sbarro recently introduced its Skinny Slice, which marries the publics love of pizza with a growing desire to eat healthfully. At only 270 calories per slice, the Skinny Slice is topped with roasted red and green bell peppers,

Food for the Whole Family

Truckstop and travel plaza operators looking to grow their restaurant business should consider increasing their efforts to attract families, either those in their local community or families hitting the road. Technomic 54 acres of industrially zoned land in Boron, Calif., that found that 49 has good access to State Highway 58, which carries over percent of fami5,400 five-axle trucks each day. lies visit a familyThis property is located in southeast Kern County and is within five miles of the largest LNG production plant in California. style restaurant at Water, sewer, electricity and natural gas are available. least once a week. Rose sees an inASKING $1,000,000 crease in the numOwner: (520) 825-1392 Email: ronbrazill@wbhsi.net ber of kids dining 22 July/August 2013

FOR SALE

at Iowa 80s locations in the summer. Youd be surprised how many drivers drive with their kids in the summer time, he said, adding that they increase kid-friendly menu offerings in the summer months. Chauncey Taylor of Johnsons Corner in Loveland, Colo., works to attract families year round. In addition to offering a kids menu and providing crayons and coloring sheets, Johnsons Corner gives children Kids Bucks they can spend in the locations gift store. That allows the child, when theyre done eating, to go from the restaurant to our gift area and they can use a Kid Buck to buy something. It motivates the kids to go and shop, and our gift area is a high-revenue, highmargin, high-traffic area, Taylor said. In its Family-Style Restaurant Consumer Trend Report, Technomic found that 69 percent of those surveyed said they visit family-style restaurants because theyre looking for an affordable sit-down meal and 45 percent said theyre looking for comfort food. Amenities that make the dining experience easier for moms in particular are likely to be well-received at family-style restaurants; 50 percent of moms and 34 percent of dads say toys and games for children are highly appealing at these locations. At Lee Hi Travel Plaza, kids eat free on Mondays, and Berkstresser recently changed the childrens menu so children or their parents can choose fries or fresh fruit. Those who opt for fruit can select it themselves from the salad bar. Technomic found that healthy kids options are more important than expansive kids menus. More than half of parents56 percentplace high importance on healthy options, compared to just half of consumers who say expansive menus for young children, tweens and teens are important.

RISK MANAGEMENT
NATSO Members Are Talking. Are You Listening? By Nate Oland, National Account Executive, Federated Insurance
It has to start at the topWithout question, the commitment from a companys owner and management team to a risk management culture is the most important element in effectively leading employees. At Loco Inc., in Grand Junction, Colo., company owner Pete Lipson personally attends all safety meetings. According to Lipson, That way, all of the employees understand the role safety plays in their jobs. Take controlThere are so many different operational risk exposures in a travel plaza that you cannot afford to be passive and nonchalant about your best safety practices. Sam Smith, president of Knoxville Auto Truck Plaza in Knoxville, Tenn., looks to his insurer for support. We invite Federated Insurance in for walkthrough inspections. When they make suggestions, we follow through on them. Chris Heinz of Heinz Inc., and Coffee Cup Fuel Stops & Convenience Stores in Dakota Dunes, S.D., recently attended Federateds Designated Risk Manager Training Seminar. He understands the value of investing two and a half days to learn more about the types of claims travel plaza operators see frequently and which ones are considered most severe. If you havent had an issue or claim recently, its easy to become complacent when it comes to risk management. A recurring question from one of Federateds presentersare you lucky or are you goodsticks with me and brings it back to the forefront. If safety isnt part of your culture and risk management is not part of your daily operating procedures, then youre just lucky, Heinz said. When I meet with travel plaza owners to discuss the risk management culture at their businesses, I often notice a repeating pattern. They have good intentions of making employee and customer safety a priority, but their good intentions dont always get acted upon. They cite sticking points such as: Im too busy. Im not sure how to do it. We dont really have any problems. Although these reasons can indeed be legitimate, they are often excuses. And excuses, my father always taught me, are like armpitseveryone has them and they all stink. Todays the day to throw out the excuses and take action toward a risk management culture. Some of your peers have done just that. Take it from these four successful NATSO members, risk management should be viewed as a critical investment in your companys future. Empower employeesAt Detroiter Travel Center in Woodhaven, Mich., owner Bill Vollenweider insists that employees from each department serve on the companys safety committee. It was their idea for all restaurant employees to wear slip-resistant shoes. Now we provide them for no charge and have seen a major reduction in slips and falls, he said. It has a financial impactThe Occupational Safety and Health Administration reported that every year nearly four million people suffer a workplace injury, from which some will never recover. On average, a single workers compensation claim will cost $36,200, the National Safety Council reported. With these direct and indirect costs applied directly to your bottom line, your business definitely suffers when an accident occurs. Your workers compensation experience modification affects your premiums, but do you know just how much control you actually have over your experience mod and, ultimately, your insurance costs? When was the last time you really evaluated your experience mod? Smith said, Our mod rate has been declining since weve been with Federated, which has made a tangible impact on our bottom line. What are the excuses holding you back from having a risk management culture you are proud to promote to customers and prospective new employees? More importantly, what are the excuses that are costing you money? Dont wait a minute longer to do something about risk management. Learn from your peers and see how Federated can help you develop and implement the risk management culture you want to have.

This article is for general information and recommendations regarding risk prevention only. The recommendations herein may help reduce the risk of loss but are not guaranteed to eliminate any or all risk of loss. This article should not be considered legal advice. Qualified counsel should be sought regarding questions specific to your circumstances. 2013 Federated Mutual Insurance Company. All rights reserved.

www.natso.com

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Where the

Drivers

Always
Come Back

Happy
By Amy Toner
Take Exit 8 off I-95 in Emporia, Va., and youll find NATSO member Simmons Travel Center. In business since 1941, the location offers a haircut at their hair salon, a slice of pizza from Hunt Brothers Pizza and perhaps most importantly, a friendly smile to greet every customer. When you leave, youll want to come back or at least that is the goal at this familyowned location. Our motto is bring them back happy, shared General Manager Tony Moore.

he location also has the largest Huddle House in the nation, a CAT Scale, eight diesel pumps, ten gas pumps, a drivers lounge and showers. They are currently working on moving a state road that runs through the property. Once the road is moved, they will be able to add 50 more parking spaces. Located eight miles from South Carolina border, they see a lot of traffic from interstate. The location is independently owned and has been in the same family for 75 years. Today Charlie Parker, III, the great grandson of one of the original owners, is running Parker Oil, which also owns another truckstop in Bracey,

Va. Simmons Travel Center has 20 employees, which includes 16 fulltime and four part-time, who are also part owners. All of the employees are part owners because we have an employee stock ownership plan (ESOP), Moore said. This employee perk does seem to increase our employee retention. We have a lot of long-term employees, Moore added. Moore joined the location six year ago. Since he came on board, theyve been redoing everything. We took out the old restaurant and put in the new Huddle House, Moore said. They also increased the number of gas pumps from four to ten. Another important improvement was the addition

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July/August 2013

of the Store Chek scanning system to keep better inventory. In addition to moving the state road to add more parking, their next major project is to put in new diesel pumps with diesel exhaust fluid. Even with long-term employees, the biggest the issue they face is human resources, which a number of NATSO members can relate to. There is a different employee issue every day. It is important to tackle those issues because if your employees are happy, your customers are happy, Moore said. Under Moores leadership they also put a focus on properly training employees. This is a big cost cutting tip that is often overlooked. Our employees are faced with a lot of decisions and if we train them well, they are prepared. Training opportunities present themselves every day. When Moore first came

to the location, he helped develop an employee training manual. Everyone they hire works with the same person for the training using the manual. How do they bring back happy customers? With good customer service! Moore said they strive to make customers feel welcome. They learn as many names as they can because drivers like you to recognize them and know their name. He continued, We also make our employees are happy, because happy employees are friendly employees. It must be working because after 72 years in business, they are still thriving.

Daily and Weekly Retail Tips

With a background setting up stores for Kmart, Moore knows his retail. He shared a few of Simmons Travel Centers daily and weekly retail routines that boost retail sales. 1. E  very week run a sales report on a particular category. This allows you to identify theft and improve sales in a particular category. 2. S  imilarly, every day run a report on your five best- and five worstselling items. You will be surprised how much it fluctuates. Make adjustments based on the results. 3. M  otivate staff by setting specific goals for them. At Simmons Travel Center, they create a specific goal for each month. For example, at their location they recently set a goal of trying to increase pizza sales by 10 percent. The goals keep employees focused and busy. When goals are achieved, reward employees by taking them out for lunch or bringing in food.

In April, NATSO staff had the pleasure of visiting with Brenda Jones and Moore at the Emporia location. Darren Schulte, vice president of membership, Kimberly Roberts, member care specialist, Taryn Brice-Rowland, manager of information research, and I got the full tour of the facility and had lunch at the Huddle House. Whats Your Story? Being featured in Stop Watch is a wonderful way to promote your location and your employees. If you would like your truckstop or travel plaza to be the featured Member Profile in an upcoming issue of Stop Watch, please send an email to editor@natso.com.

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operator 2 operator

How are you involving your community to boost your brand with local customers?
Christopher TP Sanders, London Auto Truck Center
We believe that it is vitally important to make regular deposits into the communitys Bank of Good Will. This lets the people know that they are more to us than just another dollar in our cash registers. It says that we love our community, and that we care about them and the things that they value. London Auto Truck Center donates very generously to local sports teams, church groups, not-for-profit organizations and community events, such as The World Chicken Festival. Our county is home to the original Colonel Sanders Cafe, which is where the Colonel developed his world famous 11 herbs and spices Kentucky Fried Chicken recipe. We sponsored the main entertainment event, and our dining room was packed with lines out the door for weeks after the festival ended. I had customer after customer stop me and thank me for our businesss sponsorship. Involving your community in boosting your brand doesnt always have to involve staggering outlays of cash. For example, every year we host a very popular fundraiser where our truckers and community members get to 'Dunk a State Trooper and Get Away With It' to help raise money for the state polices camp for underprivileged kids. This attaches our brand to a very popular and worthy cause and makes large deposits into our communitys Bank of Goodwill.

Ryan Shoemaker, Shoemakers Travel Center

I make and bake all of the cookies we sell at our location and I am going to donate them to a charity auction to help get our name out there. We make chocolate chip, peanut butter chocolate chip, Nutella and caramel cookies with caramel we make. We wrap the cookies and place our label on them.

Bill Decker, Davis Travel Centers

Were supporting our local high school sports team with our Dennys restaurant. Someone from our location will go to the games and we do a free shot during half time. If the person makes the basket, we will give them a gift card. They also have a gun they use to shoot prizes out into the audience. Well give them mugs with a $5 gift card in it for that.

want to be featured in the next operator 2 operator? Our next question to discuss is How, when and by whom do you train your
employees? Submit your answers to Darren Schulte at dschulte@natso.com by August 1, 2013.

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July/August 2013

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