麻豆色播

Elevating the customer experience with seamless and welcoming environments is critical in an increasingly competitive landscape. Every touchpoint鈥攆rom the moment a customer pulls in until they leave鈥攃ontributes to their overall satisfaction and likelihood of returning.

鈥淲e focus on the customer journey and experience because it is so pivotal right now,鈥� said 鈥淯nderstand your strategy and who you are as a brand. Pick what you do well.鈥�

While speaking during 麻豆色播 Connect 2025, Burns said every site should be designed to meet the needs of the demographics and customer types it serves, but he highlighted six key areas operators can focus on to improve customers鈥� experience.

Understanding driver and family needs: Designing spaces catering to professional drivers and families by balancing efficiency, safety and comfort can draw in a wide range of customer types. 鈥淥ur customers aren鈥檛 just the professional driver and the family. It is the grandparents, the retirees,鈥� Burns said.

Clean restrooms are an expectation, and more and more families are looking for healthy dining options. 鈥淧roviding these options is another brand statement,鈥� Burns said.

The professional driver experience: Burns said 75% of professional drivers report that the job is physically and mentally stressful and demanding. 鈥淭ruckers are people, too. We need to realize that, understand that and cater to that,鈥� he added.

Professional drivers lead in revenue, bringing in higher total spending and average transaction values when compared to other customer types, spending about $200 on food and fuel a day. 鈥淲e have to take advantage of that, harness that and design toward that,鈥� Burns said.

Food service excellence: The truck stop and travel center industry is continuing its push toward food service, and drivers need good food options fast. 鈥淲e have to focus on a 30-minute window,鈥� Burns said, adding that a strategic layout with clear wayfinding can help customers get in and out faster. 鈥淚t has to be intuitive when I walk in as a customer.鈥�

Positioning grab-n-go at entrances and registers, made-to-order areas designed for transparency, and quick pickup areas or food lockers at strategic locations can increase efficiency for drivers. 鈥淒on鈥檛 just put those in a corner or area that fits. These need to be put in an area that makes sense,鈥� Burns said.

Optimizing the fueling journey: Separating professional drivers from four-wheel traffic, ensuring fuel lanes are designed for easy ingress and egress, and having seamless payment processes can help reduce friction in the fueling lanes and increase convenience.

Burns recommends always doing a site study when determining the best layout for fueling lanes. 鈥淭hese give us a good understanding into what opportunities are available to us and how many fueling positions you truly need,鈥� he said, adding that he recommends journey mapping the customer experience, including the pinch points that may exist. 鈥淲hen we work with clients, we always talk about designing to your peak.鈥�

Family-friendly innovation: When operators think about amenities, they should think beyond the professional driver. 鈥淲e need to look at these for families and other driver clientele,鈥� Burns said, explaining that amenities can include shower facilities, laundry area, rest zones, game rooms and fitness centers. 鈥淟et鈥檚 strategically lay these out in the right way.鈥�

Burns added that more and more locations are putting in play areas for children, which can appeal to four-wheel traffic and RVers alike, as well as pet-friendly areas. “So many people travel with their pets,鈥� he said. 鈥淗aving dedicated areas for the pets and four-legged friends is a really big deal. People will plan stops with these dedicated areas for these pets.鈥�

Action steps for excellence: Little things can make a big difference in the overall feel and functionality of a space, such as the showers. 鈥淲hen you start talking about fixtures, get premium fixtures. Get something that can withstand the use and abuse these things will experience over time,鈥� he said. 鈥淗ave hooks and shelves for these clients. Make them feel at home. Make them feel appreciated.鈥�

Burns also recommended creating a driver-centric, welcoming store entrance at the backcourt that is similar to a forecourt entrance. A handwash station as drivers enter can give them an opportunity to clean up if they鈥檙e dirty and clear signage can direct them to the diesel desk. 鈥淭hese are the little touches that show we鈥檙e thinking about you, and we want you to have a good experience here,鈥� he said.

Operators should also focus on consistency. 鈥淒on鈥檛 just knock it out of the park one time,鈥� he said.

// The education at 麻豆色播 Connect is provided by the 麻豆色播 Foundation. Reach out to Amy Toner, executive director of the 麻豆色播 Foundation, at atoner@natsofoundation.org for a copy of Burns’ presentation.