Continuing this week, CSP examines the second of three convenience-store foodservice programs in the annual State of Foodservice issue: A c-store striving to rewrite the rules of foodservice, another diving into healthy foodservice like it never has before and a third completely revamping its coffee program.
This week, CSP looks at TravelCenters of America, which is working toward attracting customers as a destination for foodservice.
- July 6: Dash In recently launched a new menu and format at the first of its third-generation c-stores.
- July 20:GetGo Cafe + Market gives its coffee program a boost.
TA: More Healthy, More Locations
Historically, TravelCenters of America’s primary draw for customers has been fuel. Circumstances have changed, though, and TA is working toward attracting customers as a destination for foodservice.
The chain has three “buckets” of business when it comes to food—traditional convenience stores, quick-service restaurants and full-service sit-down restaurants, said Lloyd Stanford, senior vice president of hospitality at TA.
While the food and atmosphere are unique at each of these formats, the 281-store chain based in Westlake, Ohio, strives to present well-rounded service and a focus on healthy food at each location so the entire dining experience is more positive.
“We are very committed and focused on continuing to improve service and improve the dining experience because the food without the service, or the service without the food, is not what we're looking for,” Stanford said. “A lot of foodservice businesses are coming out of COVID, and labor continues to be a challenge in some segments. We’re going to be very focused to get past that.”
Branching Out
In 2021, the company invested in a new QSR endeavor—deli-style scoop-and-serve programs, called the Kitchen, Stanford said. The Kitchen is freestanding, separate from c-stores and travel centers, and formatted with food on display, where customers can choose which items they prefer as they go down the line. Offerings include salads, fruit, healthier wraps and more.
This strategy is in line with recent Technomic stats showing 48% of survey respondents would like c-stores to offer more healthy foods and beverages—and 47% saying c-stores are just as capable as restaurants in offering fresh foods and beverages.
“There's future opportunity there,” Stanford said. “I think we can take the Kitchen concept, what we’re learning as far as food offers, healthy food offers, and add more of that to the convenience store or the travel store.”
- TravelCenters of America is No. 29 on CSP’s 2023 Top 202 ranking of U.S. convenience-store chains by company-owned store count.
New developments in the chain’s restaurant sector are also pushing the business forward.
TA’s three proprietary restaurant brands include Country Pride, the primary TA brand; Iron Skillet, the primary Petro brand; and its new Fork & Compass restaurant, which recently opened in Perrysburg, Ohio.
A new executive chef, Maira Isabel, is at the root of TA’s healthy food push, he said.
“She is dynamite; she has a tremendous food background, and it starts with her,” Stanford said. “That really speaks to our commitment to foodservice and healthy options and good dining.”
Clinic Collaboration
Isabel collaborates with Cleveland Clinic—a not-for-profit academic medical center that integrates clinical and hospital care with research and education—by analyzing ingredients and determining healthy options for the menus, indicated with a heart icon.
The restaurants have menus consistent with family-style restaurants. They offer entrees such as burgers, steak and pork chops, as well as sandwiches, soups, salads and breakfast foods. Offerings include a Blackened Salmon Rice Pilaf (pictured), a Chicken Club Salad, and a Grilled Chicken Lettuce Bun Vegetable Medley.
“One thing that really surprised me, as it relates to healthy options, is that our No. 1 selling entree is a white fish dinner,” Stanford said. “So, people are clearly taking advantage of the healthy options.”
TravelCenters of America aims to appeal to a wide customer base—though historically it has focused on professional drivers, Stanford said. “[Healthy options are] always a big topic for fleets because they care about their professional drivers. They want them to have healthy options.”
The second group of customers is interstate travelers stopping for fuel or a restaurant break, and the third type is local customers. Many TA sites are in rural areas, Stanford said, and sometimes there are fewer dining options there, which makes TA a destination.
“Within each of those segments, you have people that are interested and focused on healthy food,” Stanford said.