The initiative includes the company's first officialFacebook fan page dedicated exclusively to coffee and a brand newTwitter account.
"We are [image-nocss] trying to tell the world about our great coffee program," said Tim Purcell, Pilot's director of merchandising. "Social networks are just another new method we are using to deliver our message."
Fans of Pilot Travel Centers can print a coupon for a free hot beverage, redeemable at any Pilot Travel Center or Pilot Food Mart. Facebook fans also can take a poll about which Pilot coffee blend is their favorite. The readers of Truckers News have named Pilot's coffee offerings the "Best Coffee on the Interstate," the company said.
"Our Facebook page serves as a virtual community and information center for our loyal customers," said Jimmy Haslam, president and CEO of Pilot. "We hope our customers will continue to enjoy Pilot's affordable, delicious variety of hot beverages at our travel center locations."
In conjunction with the launch of the coffee-focused Facebook page and the new Twitter account, Pilot is offering an in-store sweepstakes for customers to win free coffee for a year. Customers can complete and submit a ballot at any Pilot location during the month of January. Six entries at each travel centermore than 1,800 customerswill be selected to win a year of free Pilot coffee. Information about the sweepstakes is available at Pilot locations.
All 325 tanker trucks in Pilot's fleet have the new message, "Best Coffee on the Interstate," displayed on the entire rear panel of the trailers.
In addition to coffee, Pilot is unveiling six up-scale tea products. The Revolution Teas are premium teas that have been recognized for their quality. Pilot will introduce new breakfast items popular with coffee drinkers, such as oatmeal.
Pilot is a leading operator of travel centers catering to professional drivers and traveling motorists in 41 states with more than 300 retail interstate properties. The company is headquartered in Knoxville, Tenn., employs 14,000 people nationwide and is held in a partnership between Pilot Corp., wholly owned by the Haslam family and Propeller Corp., wholly owned by the funds advised by CVC Capital Partners, a leading global private-equity firm.
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