WWW.NATS O.

C O M MAR C H /APR I L 2 017

THE MEMBER MAGAZINE OF NATSO, REPRESENTING THE

TRUCKSTOP AND TRAVEL PLAZA INDUSTRY

THE NATSO SHOW

2017 HIGHLIGHTS

What Could the

New Administration's
Infrastructure Plan Mean?
Technology Works to Speed
Fuel Transactions
Tom Heinz Honored with
Hall of Fame Award
CHAIRMANS LETTER
DON QUINN
CHAIRMAN OF THE BOARD
Simply speaking with
our fellow operators and our
industry partners to pick their
brains and learn from them can
help us to not only prepare for
the future, but also become the
threat our competitors fear.
Adapt To Stay Competitive
T
he truckstop and travel plaza industry
has changed significantly since our ear-
ly predecessors opened the first Inter-
state highway-based fuel stops, and we are
in the midst of changes that are going to
once again re-shape our industry.
One thing that has become evident to
me through my work with NATSO and
my conversations with our Chairmans
Circle members and industry partners
is that the current environment for pe-
troleum marketers is shifting. Fuel effi-
ciency on both passenger and commer-
cial vehicles is improving, and the pie
is shrinking when it comes to what has
historically been the primary category
of products we sell.
At the same time, more competitors are
entering our space. Were seeing c-stores
add diesel fuel and driver amenities, and
a growing number of retailers, such as
grocers and big box stores, are adding fuel.
It is clear that we have to adapt
to stay competitive and we have to
always, always, always be looking for
opportunity. Fortunately, I think plenty
exist. Todays customers are increasingly
after convenience, which is something
were known for and have perfected.
We can provide the speed and qual-
ity that speaks to shoppers, particularly
in the areas of food service. Locals and
travelers alike no longer have to go to
the drive-through for dinner. They can
come to our locations and get conve-
nience items as well as their food for
later in the day or instant consumption.
I know of NATSO members that are
having success with foods that we didnt
even think to carry 10 years ago.
One advantage we have as NATSO
members is our alliance with industry
partners who support our industry.
NATSOs Chairmans Circle and al-
lied members are working with us to
share thoughts and ideas on where we
can grow. They said a rising tide lifts
all ships, and through the power of as-
sociation, we can all succeed together.
Some of the best opportunities to
learn from those around us take place
at The NATSO Show and on NATSOs
domestic study tours. Simply speaking
with our fellow operators and our
industry partners to pick their brains and
learn from them can help us to not only
prepare for the future, but also become
the threat our competitors fear. We can
be an industry that is pursuing new ideas
and adding innovative services that draw
in more customers and grow our sales.
If you missed The NATSO Show, you
can learn more about what took place in
this issue of Stop Watch. You can also plan
now to save the date for an upcoming
NATSO event or learning opportunity. So
many exist throughout the year, so please
join us. Together we can share ideas and re-
sources that can help each of us reach our
short- and long-term goals for success.
Best regards,
Don Quinn
Sapp Bros. Travel Centers Inc.
NATSO 2017 Chairman
www.natso.com 3
 WWW.NATSO.COM MARCH/APRIL 2017

THE MEMBER MAGAZINE OF NATSO, REPRESENTING THE TRUCKSTOP AND TRAVEL PLAZA INDUSTRY

C OVE R STO RY
16 T he NATSO Show
2017 Highlights

FEATU R E S
8 10 14 16 20 22
FIND QUALIFIED WHAT COULD THE TECHNOLOGY WORKS THE NATSO SHOW TOM HEINZ HONORED INCREASED
JOB CANDIDATES IN NEW PRESIDENT'S TO SPEED FUEL 2017 HIGHLIGHTS WITH HALL OF COMPETITION:
MILITARY VETERANS INFASTRUCTURE PLAN TRANSACTIONS FAME AWARD KEEPING AN EYE ON
MEAN FOR YOU? TRUCK TERMINALS
AND DEALERSHIPS

Chairman Editor D E PARTM E NTS

Don Quinn Amy Toner
President & CEO Associate Editor
03 07 24
Lisa J. Mullings Mindy Long Chairman's Letter Compliance Corner Member Profile
ADAPT TO STAY NATSO TOOLKIT OUTLINES NEW MANAGEMENT AND
Stop Watch is published bimonthly by the NATSO Foundation, COMPETITIVE UST REQUIREMENTS NEW IDEAS FLOURISH AT
1330 Braddock Place, Suite 501, Alexandria, VA 22314 ALL AMERICAN FLYING J
Copyright 2017 by the NATSO Foundation. All rights reserved. No part of this publication 06 12
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 Darrens Truckstop Travels Foundation Update 26
and published by Stop Watch on the representation that the supplier is authorized to SPREADING THE BILL MOON Great Ideas in Action
publish the entire contents and subject matter. Such entities and/or their agents will MESSAGE AT LITTLEFIELD SCHOLARSHIP CONTINUED L.G. TRUCKERS CITY
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 EXPRESS TRAVEL CENTER CHANGING LIVES DBA TA WAPAKONETA
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, 1330 Braddock Place,
Suite 501, Alexandria, VA 22314
We Want to Hear From You!
Do you have comments, ideas or suggestions? Dont hesitate to contact us.
The NATSO Foundation
Amy Toner, Stop Watch Editor
1330 Braddock Place, Suite 501, Alexandria, VA 22314
Email: editor@natso.com / Phone: (703) 739-8570
http://www.facebook.com/NATSOInc / www.natso.com
 DARRENS TRUCKSTOP TRAVELS
NEW! Darren Schulte, NATSO vice president of membership, frequently visits NATSO members to review their loca-
tions and offers impactful merchandising and operations improvements.* He periodically shares about those great retailers
he visits on NATSOs blog. We feature one here in Stop Watch magazine. Join Schulte on NATSOs website at
www.natso.com/truckstoptravels to follow along on his truckstop travels.

SPREADING THE MESSAGE AT LITTLEFIELD EXPRESS TRAVEL CENTER

Littlefield Express in Ft. Smith, Arkan-
sas, is a perfect example of just how
powerful signage can beboth inside
and out. The location has mastered
messaging with its outside signage set-
ting the stage for what customers can
expect and drawing them inside. Most
importantly, it fulfills the promise once
customers walk through the door.
From the minute I pulled into the lo-
cation, I knew exactly where to go
and what would be waiting for me
inside. The messaging is consistent
throughout the location, and the out-
door signageboth on the fuel price
signs and the windowspromotes
the inside offerings, particularly its
food program. Before I even got out
of my car I knew the location had
chicken and burgers available.
Inside the store, the signs on the lo-
cations chicken offerings are color-
ful and attractive, and Littlefield Ex-
press uses them to draw attention
to its products. The locals favorite
section on its menu board not only
highlights top sellers, but also sends
the message that the location is pop-
ular among repeat visitors.
Other areas of the store, including
the fountain and coffee offerings,
are well marked, making it easy to
find what you are looking for. In ad-
dition to the hot food offerings, the
location has a wide variety of snacks
available. The store is clean and or-
ganized, giving you plenty of room to
see the products and move from one
area to another.
Not only do the signs at Littlefield Ex-
press convey its message, they build
trust. They tell you exactly what youre
going to get and where to go to find it.
There are no surprises, and that mat-
ters to first-time guests and repeat
customers alike.

*CONTACT SCHULTE AT DSCHULTE@NATSO.COM OR (915) 526-5820 TO LEARN MORE ABOUT THE COSTS AND DETAILS OF THIS SERVICE.

6 March/April 2017
 COMPLIANCE CORNER
David Fialkov, NATSOs vice president, government relations, legislative and regulatory counsel, frequently provides
regulatory toolkits on key regulatory truckstop and travel plaza issues on NATSOs website. We feature a snapshot of the
full toolkit here in Stop Watch magazine. NATSO members can contact Fialkov at dfialkov@natso.com.
NATSO TOOLKIT OUTLINES UST REQUIREMENTS
Several new requirements related to
underground storage tanks (USTs)
have taken effect over the past few
years. As fuel retailers, most NATSO
members own and operate USTs for
motor fuels and must comply with state
and federal regulations. To help truck-
stop and travel plaza owners stay cur-
rent on UST requirements, NATSO has
compiled a regulatory toolkit outlining
the latest UST standards.
The toolkit outlines a number of key
areas for operators. Including:
Secondary Containment. New
and replaced tanks and piping
must be secondarily contained
with interstitial monitoring systems,
and new dispenser systems must
be equipped with under-dispenser
containment that will contain regu-
lated substances leaked from the
primary containment until they are
detected and removed and will
prevent the release of regulated
substances to the environment at
any time during the operational life
of the UST system. The rule also
includes secondary containment
testing requirements.
Walkthrough Inspections. The
final rule requires periodic walk-
through inspections to detect re-
leases (for example, must check
spill preventing equipment and fill
caps every 30 days; must check
containment sumps annually) and
also includes additional require-
ments for periodic spill, overfill
and secondary containment mon-
itoring.
Spill Containment Testing. Spill
prevention equipment must be
tested every three years.
Overfill Containment Inspec-
tions. Ball float valves in vent lines
have been eliminated as an option
for satisfying overfill prevention
requirements for new/replaced
flow restrictors.
Operator Training. Requires
owners/operators to designate
at least one individual for each of
three classes of operators, and
those operators must be trained in
certain areas.
Tank Compatibility with Alterna-
tive Fuels. The final rule generally
allows tank owners to demonstrate
equipment compatibility with alter-
native fuels (e.g., blends contain-
ing greater than 10 percent ethanol
or 20 percent biodiesel) through a
listing by a nationally recognized
association, such as Underwriters
Laboratories, or based upon written
equipment manufacturer approval.
Repairs. The final rule contains a
number of requirements pertaining
to repairs of leaking UST systems.
Repaired secondary containment
areas of tanks must be tested for
tightness within 30 days of the
repairs. Repaired spill or overfill
prevention equipment must be
tested or inspected to ensure it is
operating properly within 30 days
of the repair. In addition, second-
ary containment areas of piping
used for interstitial monitoring and
containment sumps used for inter-
stitial monitoring of piping must be
tested for tightness within 30 days
of the repair.
The final UST rule represented the
first substantial revisions to the fed-
eral UST regulations that were origi-
nally promulgated in 1988. It is the
culmination of a multi-year review of
existing regulations and technological
advances, as well as data regarding
releases that have occurred over the
past two decades.
NATSOs detailed memorandum
summarizing the rule is available at
www.natso.com/USTmemo.
www.natso.com 7
 QUALIFIED
BY MINDY LONG
FIND
JOB CANDIDATES IN
MILITARY VETERANS
T
ruckstop and travel plaza
operators looking for hard-
working, motivated employees
may want to consider turning to the
nations veterans. Veterans not only
know the meaning of hard work, but
also understand the value of teamwork.
Don Quinn, president of Sapp
Bros. and chairman of NATSO, said
military veterans, particularly those
that have had leadership training,
hold a lot of promise for the indus-
try. I think that not only are there
some great people out there, but also
that we have a moral obligation to
hire someone who has served our
country, he said. It is a pool that
we monitor and try to pull from.
Darren Schulte, NATSOs vice
president of membership, said it
can be helpful to look at the specific
job veterans did in the service and
how that can translate into their
ability to perform and be effective
in available positions. For example,
someone who was a combat leader
8 March/April 2017
of a squad is likely able to think
and react quickly and direct a team.
That type of person is probably
going to make an amazing manger
because that is what his or her skill
sets are, Schulte said.
At the same time, someone who
had a very regimented position
in the military that required
something to be done the same
way every time, such as loading
artillery shells, may not flourish
in a position that requires a lot
of creativity, Schulte said. That
person might be better off in a role
where they have to follow the rules
and regulations, he explained,
adding that service members overall
are very disciplined and know how
to follow directions.
Cindy Knight, human resources
manager for the Rochelle Petro, said
she has had success hiring veterans
in the locations shop. If a veterans
military occupational specialty was
working on trucks in the military,
that experience transfers to here
pretty well, she said.
Tom Liutkus, a spokesman for
TravelCenters of America, said the
company has been recruiting military
veterans for years. They are a great
source for our techs, general managers
and many other positions. Weve even
had an occasional cook come from
the military, he said.
Brad Bentley, CEO of FASTPORT,
a NATSO Chairmans Circle member
that focuses on connecting members
of the military with careers, said
hiring managers should consider
the peripheral training veterans
have received when considering
their experience. You have a lot of
people who have worked in inventory
management, but it could be on a
ship or on a military base. It is similar
but not exactly the same as what you
have to do at a travel plaza, he said,
adding that the overall understanding
and experience would translate well
to this industry.
 In other positions, such as a tech-
nician, there is a direct connection,
Bentley said. There is a demand
for people that have that type of ex-
perience, he said.
Bentley said he believes there are
opportunities for those who enlisted
in the military as well as officers.
He was particularly interested
in management and training
opportunities within the truckstop
and travel plaza industry. Because
the industry staffs for three shifts,
Bentley saw an opportunity to place
more people. It was good to see there
was a mix of opportunities, he said.
The majority of veterans leaving
the military83 percentare
transitioning away from wherever
their last base was. A lot of them are
going to small towns and rural areas
and that fits nicely to where truckstops
and travel plazas are located, Bentley
said. It goes hand in hand with where
people are doing their search.
NATSO members receive a
NATSO member discount on
FASTPORTs services, and NATSO
and FASTPORT presented a
webinar on hiring veterans, which is
available at http://www.natso.com/
calendar/aboutFASTPORT.
It doesnt matter to us if it is the
biggest member or somebody that
has one location and needs a shift
leader. We care about the veterans.
We want to get as many of them
placed as possible, Bentley said.
TEN TIPS FOR INTERVIEWING, HIRING AND RETAINING VETERANS
Truckstop and travel plaza operators always want to hire the best candidate for a
position, but military resumes can look different from those many hiring manag-
ers are used to. Translating military jargon, certifications and accomplishments
into a civilian position isnt always intuitive, but here are 10 tips for moving past
the resume to find the best candidate for the job and ways to retain veterans
once theyve joined a company.
Many military veterans have never interviewed for a job before, so
1 making the hiring process comfortable and easy-to-follow can go a
long way to finding the right candidate. The Department of Veterans Affairs
recommends using performance-based interviews for applicants directly
out of the service. Avoid asking questions that elicit a yes or no response.
Be familiar with the military occupational specialty (MOS) that correlates
2 with the job.
Consider asking questions that will let you see the candidates ability to
3 meet a certain need, even if the experience isnt directly related to the
position. For example, someone right out of the military may not have direct ex-
perience serving customers, but it could be helpful to ask candidates for times
when they realized someone needed help, how they knew the person needed
help and what they did to provide it.
The military prioritizes service before self, so many veterans take ac-
4 countability but give credit and praise to others, but the right questions
can help draw out useful answers. Consider asking: What did it take to accom-
plish this mission? What were the key activities you performed? What people or
resources were you responsible for in this role?
Other questions that will ensure that the applicant provides more detail
5 about their responsibilities include: Tell me about the type of training and
education you received in the military. Were you involved in day-to-day manage-
ment of personnel or supplies? How many people did you supervise?
Ask follow-up questions. For example, a candidate may say he drove a
6 truck in the military, but he may not add that while doing so he super-
vised dozens of soldiers transporting millions of dollars of inventory.
Ask the candidate to share situations in the military in which he or she
7 achieved an end goal.
To help shape interviews, ask current veteran employees how they felt
8 about the interviewing, hiring and onboarding process. Ask if there is
anything they liked or didnt like or felt could be improved.
The military can focus on being self-sufficient, so it is important to en-
9 courage veteran hires to ask for help if they need it.
To help set new veteran hires up for success, consider creating a
10 mentoring program.
www.natso.com 9
 President Donald Trump Intends to Push a
$1 Trillion Infrastructure Plan. What Could it Mean for

TRUCKSTOPS?
President Donald Trump intends to push a $1 trillion
infrastructure plan that is expected to materialize
this spring. The Presidents plan for rebuilding the
nations infrastructure is expected to rely on private
investment instead of the federal government to back
transportation projects.
Although formal details have yet to emerge, during
his campaign President Trump spoke at a high level
about infrastructure spending, saying it would focus
on tax credits and private sector financing. These
revenue schemes could lead to tolling or rest area
commercialization, which NATSO opposes as they are
harmful to interstate exit-based businesses.
Heres a quick look at the impact that
such revenue schemes would have
on truckstops and travel plazas and
their myriad profit centers.
Nearly 80,000 restaurants, gas stations and truck service
businesses operate within a quarter mile of the Interstate
Highway System employing 2 million Americans and
contributing billions in state and local taxes.
Together, these businesses generate more than $250
billion in total sales annually, nearly three quarters of
which is the result of fuel sales.

More Commercialized Rest Areas Would:

If commercialization were permitted in the 611 U.S. The reduction in annual sales at interchange
counties with existing non-commercial rest areas, businesses related to the presence of commercial
the result would be: rest areas is as follows:

A decrease of A decrease of
A 44 percent A 46 percent
decrease in decrease in gas sales $41.2 million $38.2 million
restaurant sales in annual sales at in annual sales at
interstate-serving truck interstate-serving gas
service businesses, equivalent stations, equivalent to the
to the total sales of a typical total sales of
full-service truckstop with six typical gas stations
repair facilities

A 35 percent LOSS
This is a
decrease in truck service of more than
A decrease of $27.9 million in annual sales at
business sales $55 billion in annual interstate-serving restaurants, equivalent to the total
sales for interchange sales of 2030 typical restaurants. This figure includes
businesses like yours restaurants that are tenants within interstate-serving
gas stations or truckstops

10 March/April 2017
 Tolling Existing Interstates Would: These revenue
schemes could
lead to tolling
Force truckstops to
or rest area
Increase the cost of
increase wages delivering goods commercialization,
to attract and retain
a workforce
and services, putting local which NATSO
businesses at a competitive
disadvantage and increasing opposes as they
the cost of living for residents
are harmful
to interstate
exit-based
businesses.
Force motorists to
pay taxes twice Create traffic diversion
for the same road: a gas tax and
whereby drivers avoid tolls by
a toll tax, leaving motorists with
utilizing secondary, less safe
less discretionary income
roads that bypass truckstops
located at the interstate exits

Plan Now to Attend

NATSOs Day on
Capitol Hill:
May 1517, 2017
On May 1517, NATSO members will travel from across the
United States to Washington, D.C., to educate their elected
officials about the critical role the truckstop industry plays
in the U.S. economy as well as to discuss key industry
challenges. We need your help to ensure our industrys
collective voice is heard in the halls of Congress.
To ensure that lawmakers understand and respond
to the needs of the truckstop and travel plaza
community, it is vital that you attend.
Registration for NATSOs Day on Capitol
Hill 2017 is on NATSOs website at
www.natso.com/DOH.
Contact David Fialkov at (703) 739-8501 or
dfialkov@natso.com with questions.

www.natso.com 11
 FOUNDATION UPDATE
Bill Moon Scholarship Continued Changing Lives
F
BY MINDY LONG or Kelly Bolton, a cashier at Mu-
ralts Travel Plaza, her connection
with the location started when she
was buying a meal.
I was there every day to meet my
carpool for school and it was my
breakfast place every morning. I got to
know the cashiers and everybody who
works there, she said, adding that she
moved to Montana from Alaska to be
closer to her daughter and grandchild.
She became a part-time employee in
February 2016 while continuing her
studies in the forestry program at Sal-
ish Kootenai College. When she saw a
notice about the Bill Moon Scholar-
ship Program that was attached to her
paycheck, she considered applying but
was nervous.
I thought, There are hundreds of
truckstops. What are my chances? I
hemmed and hawed and finally decid-
ed to try it, Bolton said. When I got
the email that I won, I started scream-
ing. I was crying and I was so ecstatic,
she said.
With the extra support from the
Bill Moon Scholarship, Bolton is able
to add extra classes to her current
course load, which will help her finish
school earlier.
Bolton is one of five students to re-
ceive a $5,000 Bill Moon Scholarship
from The NATSO Foundation. Like
Bolton, the other recipients were grate-
ful for the support.
I cannot begin to put into words
how grateful I am for this scholarship
and the opportunities that it has made
available to me, said Daryll Carlson, a
repeat winner of the award.
12 March/April 2017
Carlson is entering her senior year at
Stanford University, majoring in ma-
rine biology. Her father is the main-
tenance manager at Sacramento 49er
Travel Plaza.
My past three years at Stanford
University have been truly incredible.
I have learned so much, discovered
new passions, made connections with
inspiring faculty, and have friends and
memories that will last far after I grad-
uate, Carlson said. This scholarship
will allow me to fund my fourth and
final year at Stanford and to graduate
in the spring of 2017 with a degree in
marine biology.
Rebecca Sistad, a scholarship recipi-
ent, said she is appreciative of those
who support the Bill Moon Scholar-
ship program. The funding this pro-
gram provides opens up numerous op-
portunities and unburdens deserving,
educating-seeking individuals in order
to continue their endeavors, she said.
Sistad has worked at Coffee Cup
Fuel Stop in Burbank, South Dakota,
for two years. This job not only con-
nected me with great friends in the
area, but provided an income during
APPLY NOW FOR THE BILL
MOON SCHOLARSHIP
Truckstop and travel plaza
employees and their families can
apply now for the 2017 Bill Moon
Scholarship. Applications are
available at www.natso.com/
natsofoundation/
billmoonscholarship.
The deadline is May 15, 2017.
 FOUNDATION UPDATE

KELLY BOLTON DARYLL CARLSON REBECCA SISTAD CARIANNE JONES LEIANNA MCINTIRE
Muralts Travel Plaza Sacramento 49er Coffee Cup Fuel Stop TravelCenters of TravelCenters of
Travel Plaza America #241 America #022

my undergraduate career I recently
completed at USD, she said, adding
that she is in first year of the clinical
psychology doctoral program at the
University of South Dakota.
Carianne Jones, a scholarship win-
ner and an employee at TravelCenters
of America #241 in DeMotte, Indi-
ana, said the Bill Moon Scholarship
program is an opportunity to spotlight
some of the amazing people that are in
the truckstop and travel plaza industry.
Jones is attending Purdue Univer- The fifth scholarship was presented
sity Northwest as a first-year graduate to Leianna McIntire, an employee at
student and is working on her Masters TravelCenters of America #022 in Wil-
of Accountancy degree and a graduate lington, Connecticut. She is attending
certificate in forensic accounting and the University of Saint Joseph in West
fraud investigation. Hartford, Connecticut.
This scholarship means a lot to me.
I have been independently responsible
for the costs of my education since my
undergraduate degree, and this schol-
arship relieves a huge financial burden
for me, Jones said.

NEW MEMBERS
NEW TRAVEL PLAZA MEMBERS QUIKTRIP #71 ELEVATEEDGERTON!
GRUB MART 16141 E Skelly Dr. 404 E Nelson
104 Memorial Dr. Tulsa, OK 74116 Edgerton, KS 66021
Piedmont, AL 36272 PHONE: (918) 615-7545 PHONE: (913) 893-6231
PHONE: (256) 447-9087 CONTACT: Chad Stanford CONTACT: Beth Linn
CONTACT: Brian Young/Tim Skinner
NEW ASSOCIATE MEMBERS JOHN M. JANSON
KUM & GO CHERRY TRUCK SALES 830 W High St.
6400 Westown Pkwy 14267 Valley Blvd South Hill, VA 23970
West Des Moines, IA 50266 Fontana, CA 92335 PHONE: (913) 893-6231
PHONE: (515) 226-0128 PHONE: (310) 384-8463 CONTACT: John M. Janson
CONTACT: Jason Bassett CONTACT: Jesse Harb

www.natso.com 13

BY MINDY LONG
W
ith increased demands
on drivers and hours-of-
service regulations, pro-
fessional drivers are eager to stop for
what they need and get back on the
road as quickly as possible. Locations
are offering more convenient food
options and working to speed trans-
actions inside the store, but many
have been limited with what they
could do on the fuel islands.
The whole fueling process could
easily take 15 minutes. If the wind is
blowing and it is 15 degrees, it isnt
a pleasant situation, but it is the way
things have been for 40 years, said
Roger Cole, editor of NATSOs Biz
Brief and a former NATSO chairman.
For passenger vehicles, fueling is as
easy as pulling up to the pump and
swiping a credit card, but that isnt the
14 March/April 2017
Technology
Works to Speed Fuel
Transactions
same for professional drivers. Truck-
ing companies often require drivers
to enter multiple data points that are
designed to reduce fraud and theft but
can slow the process.
Cole said he often sees drivers jotting
down odometer readings and walking
around the truck to gather other de-
tails, such as the license plate number
and the trailer number. Then they
swipe their card, wait for it to approve
the transactions and answer the vari-
ous prompts before the pump starts,
Cole said. It is quite a lengthy process
of items you have to input.
The biggest dilemma for travel cen-
ter operators is that they have valued
customers standing outside, entering
information into the pump and pos-
sibly getting frustrated. The driver
says, I have to stand out in the cold
and youre making me go through all
of these steps, when in fact it isnt the
truckstop that is requiring all of that
information, it is the trucking com-
pany, Cole said.
However, new technology on the
fuel islands is working to change that
by eliminating the number of prompts
required before turning on a pump
and speeding the transaction.
APP TECHNOLOGY
Mobile applications are increasing the
number of things smartphone users
can do by simply tapping their screens.
The myPilot mobile app from Pilot
Flying J is no different. This app is
designed to do one thingmake your
life easier, Pilots website said.
The app allows drivers to choose the
diesel lane thats likely to open first and
securely stores payment card informa-
tion and payment card prompts for
future use. Via the app, drivers also get
access to loyalty points, shower reserva-
tions, and route mapping and a travel
center locator.
Pegasus TransTech recently joined
with the myPilot mobile application to
integrate the new myPilot mobile app
into its Transflo Mobile platform. The
app features are automatically activat-
ed by a virtual geofence, developed by
Transflo, surrounding the travel center.
When drivers enter the geofenced area,
they receive an alert directing them to
the myPilot functions. This ensures
that vehicle operators do not need to
use the app while driving and adds to
the existing in-motion safety features
of the solution.
The integrated Pilot Flying J func-
tionality will be accessible by more
than 400,000 drivers who use Trans-
flo Mobile. The integration immedi-
ately helps carriers gain back some of
the time that is being taken away by
the new hours of service rules, said
Frank Adelman, chief executive offi-
cer of Pegasus TransTech.
RFID FUELING
With radio-frequency-identification
technology, a radio signal from a tag
attached to the truck or trailer sends
a signal to a sensor located in the fuel
island canopy. Once the sensor reads
the RFID tag and verifies the infor-
mation with the carrier, the pump
turns on and the driver can fuel the
truck. The pump turns off when the
truck pulls away.
QuikQ offers the technology, which
costs approximately $1,700 per lane
at the truckstop for the hardware and
about $1 for the RFID tag carriers place
in their windshields. There are about
1,700 drivers using QuikQ and more
than 800 truckstops and travel plazas
that either have installed or are install-
ing the technology, said Tamara Wil-
son, chief operating officer for QuikQ.
QuikQ is currently available at all
Loves locations, and independent
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operators are becoming more inter-
ested in it, Wilson added.
QuikQ is integrated with trans-
portation management software
from McLeod and TMW, so the
system can pull asset information,
including details on the driver,
load number and which trailer
should be attached. It knows that
data before the driver gets out and
it ensures fuel is going to the right
asset, Wilson said.
A locations traffic mix will help de-
termine whether or not the technology
would be useful at a specific site. If
they are in the lane that doesnt have
the big three [chains] in it, they could
pick up that volume, Wilson said.
Cole acknowledged that it can
be difficult for an independent op-
erator to compete with some of the
latest fuel-island technology, but
said it could create an opportunity
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Trucking companies often
require drivers to enter
multiple data points that
are designed to reduce
fraud and theft but can
slow the process.
for a third-party provider to intro-
duce a solution.
If companies do work to speed cus-
tomers through the fuel island, Dar-
ren Schulte, NATSOs vice president
of membership, warned that it could
impact the ring on the average ticket.
If you have even fewer people com-
ing into your store, you could see a
decrease in sales. Youll have to work
to find ways to specifically convert
those customers into purchasing cus-
tomers, he said.
www.natso.com 15
 highlights
Key leaders in the truckstop and travel plaza industry and
their suppliers came face to face at The NATSO Show 2017
in January. SEE the knowledge, connections and solutions
shared in Savannah, Georgia.

Knowledge
Ideas from ahead-of-the-
curve experts

16 March/April 2017
 Connections
Good advice from
fellow operators

Solutions
Great new products
and services

Save the Date for

The NATSO Show 2018
Save the date and make
plans to attend next years
show Feb. 913, 2018, in
Nashville, Tennessee.
www.natso.com 17
 Thank You
NATSO SHOW AND FOUNDATION FUNDRAISER SPONSORS

Title Sponsor NATSO Foundation Sponsors

CAT
SCALE

NATSO Show Sponsors

NATSO thanks the North American Truck Stop Network

(NATSN) and AMBEST for co-locating their board of
directors meetings with The NATSO Show.

18 March/April 2017
 BY DARREN SCHULTE

of an Average Ticket
Upsell:
Upselling can generate hundreds of thousands of
dollars for one single item. If your location has
900 customer transactions a day and you had a 25
percent success rate of suggesting a $1.79 large
candy bar to each customer, you would garner an
additional $400 in sales for the day, $2,800 for the
week, roughly $12,000 for the month and $147,000
for the year.
Ban Trade Downs:
Providing multiple choices of the same item might seem like
a good idea, but it could actually be giving customers the
opportunity to trade down when they would have bought the larger
item. If you carry 12-ounce, 16-ounce and 20-ounce drinks, why
are you carrying the two smaller sizes? By removing them, you
dont allow the trade down to take place.
Encourage Customers
to Buy More:
By offering promotions that encourage
customers to buy more, you can move
more product. Selling one t-shirt for
$11.99 or two for $14.99 encourages
customers to act on the value and buy
more. For this to work, the savings has
to be large enough for the customer
to take action. The promotion is more
effective than selling one shirt for
$7.99 and two for $14.99 because
the value is greater. The customer
understands you are saving them
money and your operation increases
sales by growing the share of the
wallet through multiple purchases.
The Many Faces of
Suggestive Selling
There are four different types of
suggestive selling. They include:
CONJUNCTION: Suggesting an
item in conjunction with a current
purchase, such as asking if the
customer would like to add a bag of
chips to his 20-oz. bottle of soda.

PROMOTION: Suggesting that

Run the Right Promotion: the customer take advantage of
Before you agree to a promotion, calculate its breakeven an item that is currently on sale.
point to understand its true value and what it will mean for
SUGGESTIVE SELLING:
the average ticket. Download the breakeven worksheet at:
Suggesting customers take
http://www.natso.com/en_us/templates/breakevenworksheet. advantage of a larger size. For
example, ask them if they would
like to buy the king-size candy
bar instead of the normal size.

Converting customers into purchasing TARGET: Suggesting that the

customer buys a certain item.
customers and growing the average tickets This item is usually chosen by
has a direct impact on the bottom line. the manager and changes on a
routine basis.

www.natso.com 19
TomHeinz
HONORED WITH HALL OF FAME AWARD
BY MINDY LONG
T om Heinz, president and co-
founder of Coffee Cup Fuel
Stops, has a long history
of supporting the truckstop and
travel plaza industry, his employees
and his community. More than 30
years ago, Heinz co-founded Coffee
Cup Fuel Stops and has grown the
business, which today has multiple
locations in North Dakota, South
Dakota and Wyoming. He has
been a member of NATSO for
more than 20 years and has spent
countless hours volunteering for
both NATSO and The NATSO
Foundation.
20 March/April 2017
In recognition of his service, the
NATSO Foundation presented Heinz
with the Hall of Fame Award, the
industrys highest honor, during The
NATSO Show 2017. Lisa Mullings,
NATSOs president, presented Heinz
with the award.
Tom is passionate about giving
back and constantly commits his
leadership skills to benefit those
around him, Mullings said. In
talking with Tom, he will tell you that
one of the things he is the most proud
of is the difference he has been able to
make in the small, rural communities
where his stores are located.
Coffee Cup Fuel Stops not only
provides good job opportunities,
but also offers a chance to grow
with the company and potential
for advancement. Heinz has
established a wellness program for
all of the team members, providing
yearly health screenings and
activities throughout the year, and
he is currently working on putting
together quality affordable housing
for employees and families.
He always says your first guest
is your team member. We can put
the right buildings in the right place
and make it gorgeous and put the
right franchises in, but if we dont
have the right people or take care of
our people, it wont be successful,
said Ericka Schapenkahm, Heinzs
daughter and director of human
resources and special projects at
Coffee Cup Fuel Stops.
In addition to giving back in the
community, Heinz is active in the
South Dakota Petroleum Marketers
Association, and he currently serves
on the St. Christopher Fund board of
directors. For many years he was on
the Dakota Hospital board of directors
and the University of South Dakota
Foundation board of directors.
He has also devoted time to
NATSO and has held numerous
positions on the board, including
chairman of both NATSO and The
NATSO Foundation. He always
attends NATSOs Day on the Hill
and uses his voice to benefit the
industry as a whole.
Jimmy Haslam, CEO of Pilot
Flying J, said, Tom is well-
deserving of this tremendous honor
from NATSO. He has run an
outstanding group of truckstops in
the Midwest for many years and
has been a tremendous leader for
NATSO during this same time. Tom
has worked tirelessly for NATSO
and its many causes.
Many of Heinzs colleagues
congratulated him on the
achievement. Roger Cole, former
NATSO chairman, said, Tom
is truly the embodiment of our
industrys values. He has built an
impressive and successful business.
He has committed his leadership
skills with various organizations
in his community, and he has
surrounded himself with a
wonderful family that will carry on
Toms legacy of excellence. always studying his industry and his
Jim Goetz, vice president of accelerating plan, Alsaker said. He
Goetz Company, said, Tom is conscientious in his dealings and
Heinz is a terrific balance of being sharing his knowledge, and he is a
professional, being a visionary and principled collaborator of business
always a humanitarian. facts and figures.
Dan Alsaker, president of Broadway In presenting Heinz with the
Flying J, said Heinzs knowledge and award, Mullings said, Our industry,
widespread reputation of honesty and NATSOs members and so many
true gentleman behavior are his key more have benefitted from Toms
ingredients to making his organization generous wisdom and guidance.
and family standout as NATSOs best. He truly embodies all that the Hall
Tom Heinz is competitive, never of Fame Award stands for and I am
missing an edge. He is competent, honored to present him with it.
www.natso.com 21
 BY MINDY LONG
INCREASED
Keeping an Eye on Truck
More and more businesses are expand-
ing their services and creeping into
territory that was once served primarily
by the truckstop and travel plaza indus-
try. Throughout the year, Stop Watch
is examining specific groups that are
entering this space, including dealer-
ships, carriers distribution centers, big
box retailers and turnpikes, how theyre
changing and what NATSO members
need to know about the category. Visit
www.natso.com/increasedcompetition
to see all of the articles.
22 March/April 2017
T
rucking companies are constantly
working to attract and retain driv-
ers, and many are focusing on
their terminals and offerings as ways to
improve the driver experience, which
could decrease the number of services
drivers seek out on the road.
HOTEL ROOMS
Late last year Werner Enterprises
opened a My Place Hotel franchise
in Lithia Springs, Georgia. The lo-
cation opened its doors to Werners
professional drivers before it wel-
comed in travelers in the Atlanta area
and features rooms designed specifi-
cally for those with a commercial
drivers license.
Werner and My Place collaborated
on the rooms, designing solutions
and modifying the My Place pro-
totype to include 50 double rooms
made for Werners professional driv-
ers.
Randy Kraft, vice president of
terminal management for Werner,
said the specially designed driver ac-
commodations will improve drivers
lodging options. Ron Rivett, CEO
of My Place, said the new facility is
the first of its kind.
Im certain that of all the truck-
ing companies in the United States,
this is the only one providing facili-
ties like this for its drivers. Its brand
new, really nice, and Im told by the
staff in this company that theyre re-
ally enjoying the rooms, Rivett said.
Shortly following the hotel
launch, Werner announced a 10-
 COMPETITION:
Terminals and Dealerships
acre expansion of its terminal in
Laredo, Texas, that it said would
help increase driver satisfaction.
The location added 110 trailer
parking spots and service bays and
the company purchased an addi-
tional 20 acres for future expansion.
This is one of many large-scale
projects that are underway at multiple
facilities across the country. It is also
a direct result of our leadership team
talking and listening to our profes-
sional drivers and meeting their needs
by providing them with the newest
and safest equipment at the nicest fa-
cilities in the industry, Kraft said.
MULTITUDE OF AMENITIES
Some terminals, including Prime
Inc.s Pittston, Pennsylvania, loca-
tion, offer drivers a multitude of of the service work they are doing.
amenities, including a caf, driver You wonder at what point they say,
lounge, a full-service salon and spa, Were servicing trucks. We have
fitness facility, laundry room, bunk- the parking lots. Wouldnt it make
rooms, showers and more. sense to drop a couple of fuel tanks
in and sell fuel?
LARGE TRUCK DEALERSHIPS
Large truck dealerships could also
pose a threat to truckstop and trav-
el plaza operators, said Roger Cole,
editor of NATSOs Biz Brief and
a past NATSO chairman. When
you look at Rush Enterprises,
they have more than 100 dealer-
ship locations around the country
and more than 50 percent of their
revenue is generated from repair,
Cole said, adding that the loca-
tions have a lot of asphalt. They
have expanded the parking because
www.natso.com 23
 F
or more than 50 years the All
American Flying J Travel Plaza
has been serving truck drivers and
locals in Breezewood, Pennsylvania.

NEW
Recently it has undergone many
changes under the direction of new
management. Our primary business
is real estate, building and selling, and
we were originally contracted to sell
it, but we ended up leasing it with the
right to purchase, said Bill Miller,
chief operating officer.
Serving more than 12,000 drivers a

MANAGEMENT
month, the locations 30,000 square
feet spans three floors. In addition to
its 250 parking spots, it has a Perkins,

and
large convenience store, 12 showers
and a truck repair facility.

UPDATES INSIDE AND OUT

NEW IDEAS
Since taking over operations at the
truckstop, Miller has made a lot of
updates. We have made improvements
and done a lot of cleaning up, which

FLOURISH
are reflected in our numbers. Our
diesel sales are up, he said.
The location added a half-dozen 15-
foot tall flags that explain what drivers
can get done in the shop. It drives the

at
message home that there are services
ALL AMERICAN inside, Miller said.
The new managers also installed
a small area inside the truckstop

FLYING J
with tires to drive business to the
truck repair shop. Importantly, the
tire area has someone available for
questions. We now have a sales
person to tell people about the
tires, Miller said, adding that they
also repainted the shop.
BY AMY TONER Inside the large convenience store,
the location has made improvements
as well. I spoke with this driver that
was heading home to see his three- and
17-year-old children after being on
the road for seven weeks. He needed
to do laundry and he needed clothes,
explained Miller. Using this insight,
the location created an area of driver-
focused items such as jeans and hats.
24 March/April 2017
SOME THINGS YOU CANT IMPROVE ON
One important selling point of the lo-
cation is the Perkins restaurant, which
Miller believes drivers stop in for when
they get a hankering for a variety of
food options. One of the things that
drivers really like is our restaurant. The
quality of the food is a cut above other
similar full-service restaurants, Miller
said, adding that Perkins allows them
to offer affordable comfort food and
desserts along with a good selection
of healthy items. I eat there very fre-
quently, he said.
A LITTLE HELP FROM NATSO
Many of these improvements were
made after a site review from Darren
Schulte, NATSOs vice president of
membership. Darren has been ter-
rific. He has helped us refine our busi-
ness plans. Other members should tap
into that knowledge, because he really
is a wealth of knowledge, Miller said.
At end of a review, Schulte pres-
ents his ideas for improvement.
Miller used this as an opportunity
for everyone to learn and help the
facility grow. I brought many of
our staff members together to hear
Darrens report. I wanted everyone
to hear it because everyone can take
a little bit of the information away
and improve our quality, he said.
Schulte also helped the location
by uploading quality photos to its
Google Maps listing. Weve had
over 200,000 hits, Miller said.
Visit www.natso.com/googlemap to
learn more about this innovative
way of marketing your truckstop.
SO MANY AMAZING STAFF
All American Flying J also made
changes in staffing, making sure to
identify good talent within its own
facility. We tried to really look at the
people who we thought really had po-
tential and give them salaried positions
and a department to run, Miller said.
You have to surround yourself with
really good people who care.
Miller said the business has a lot of
great management folks. We now
have a great general manager of the
convenience store and fuel desk who
has really turned the facility around.
She is enthusiastic and really cares
about the facility, he said.
After seeing a young employee go-
ing above and beyond what should be
done by cleaning the pumps in 40-de-
gree weather, the location promoted
him to manager of facilities. We have
so many amazing people. We have an-
other great employee that has taken
over our Perkins and I have a great
shop manager, Miller added.
PLANS FOR THE FUTURE
All American Flying J has some excit-
ing plans for the future. Identifying
the need for speed in feeding drivers,
management hopes to add order-at-
the-pump technology. When drivers
pull in, they only have 30 minutes, so
our plan is put some personnel at the
pumps to help those drivers that need
to get orders in quickly. We want
them to be able to order the Perkins
food, Miller explained. They intend
to implement the plan using existing
tablet software.
They also hope to revamp their
store, taking into consideration the
need to change the layout to offer
more fresh and to-go food. We are
going to offer food cooked to order,
but we want to add more grab-and-go
items, Miller said.
The location is also looking to add
some innovative kiosks to increase the
number of profit centers, such as a Best
Buy kiosk and a GNC kiosk.
www.natso.com 25
 GREAT IDEAS IN ACTION

Where: L.G.
Truckers City dba
TA Wapakoneta
BON
APPETIT!

GREAT IDEA: ECLECTIC BUFFET

L.G. TRUCKERS CITY DBA TA WAPAKONETA IN
WAPAKONETA, OHIO
After concluding that drivers are tired of
eating the same foods everywhere, L.G.
Truckers City dba TA Wapakoneta in
Wapakoneta, Ohio, started putting
unusual meat products on its buffet.
Items include duck in orange sauce,
lamb, frog legs and pastisio, which is a
Greek lasagna.
When my prep cook suggested
frog legs, I thought he was crazy.
Well, we cannot keep them when
we put them out, said owner Tom
Panos. As drivers eat out every meal,
this departure from the norm has re-
ceived a warm welcome. Panos said,
Drivers have absolutely loved it!
While these meats can have a
higher food cost, Panos has con-
cluded that it is worth it. As far as
food cost, my logic is that while it
may be a bit higher for these pro-
teins, the food cost of a food item
that does not sell is 100 percent,
he said.

HAVE A GREAT IDEA YOU WANT TO SUBMIT?

Send a high-resolution picture
of your locations great idea
and the story behind it to Amy
Toner, NATSO's vice president
of publishing and digital content, at
atoner@natso.com.

26 March/April 2017
 REGISTER TODAY

O D A Y
ATS
N APITOL H IL L
ON C
MAY 1517, 2017
The Alexandrian

Join us in Washington to
fight for your business!

If you have any questions, please contact David Fialkov at dfialkov@natso.com or (703) 739-8501.
www.natso.com