Fuel payment marketing technology, such as mobile payment apps and fleet-card programs, is the most important fuel marketing strategy for professional drivers, according to Peter Rasmussen (pictured), founder of Convenience Energy and Advisors, St. Petersburg, Florida. However, there are additional tools to get professional drivers to spend more at convenience store and travel center sites.
These tools include foodservice variety, cross-category loyalty perks and more.
Drivers turning to DoorDash highlight opportunity for truck stops
Rasmussen spoke at CSP’s Forecourt Forum, which took place in Scottsdale, Arizona, Dec. 1-3, and urged c-store retailers to take a look at professional drivers’ meal activity.
Thirteen percent of professional drivers order DoorDash/Uber Eats to a truck stop, according to NATSO’s Professional Driver Survey.
New visitors to a truck stop are unlikely to rely on a single food option every day, he said, explaining that customers seek variety and might turn to delivery services.
“They probably don’t want to eat your food five days a week,” Rasmussen said.
Platforms such as DoorDash can actually increase visibility for truck stops, as drivers might discover the location while browsing reviews or searching for nearby restaurants, he said. Although some customers might leave the property to pick up meals they prefer, Rasmussen said that they often return for fuel, parking and other purchases, which can still provide significant value for the business.
Offer healthier options
The survey shows that 26% of professional drivers stop at a truck stop more than five times per week.
Eighty percent prepare a meal in truck once a week, while 20% prepare all meals in their truck, according to NATSO.
“People need healthy [options],” Rasmussen said. “GLP-1 matters, so a lot of us have moved away from more traditional provisions and groceries. Depending on where you are, there can be some opportunity there.”
Combine unique food offerings with national brands
There's also power in having uniqueness tied with a well-known foodservice brand, he said.
Combining a well-known brand with a unique or local food option can be a profitable strategy, he said. Using Love’s as an example, Rasmussen said that a recognized national or regional brand helps establish trust and draw customers in, while a more specialized concept—such as a local or niche offering—can encourage customers to trade up to higher-margin items. A truck stop could add a local taco concept, but Rasmussen recommended pairing it with a familiar brand to strengthen its appeal as a destination.
Leverage loyalty and mix category offers
Fifty-four percent of professional drivers are influenced by loyalty programs to make non-fuel purchases, according to NATSO.
“If you think about loyalty, especially for a fleet driver, their location choice may be dictated by their company,” he said. “In most cases, they have at least two choices, so that loyalty program becomes a big driver because that's a reward to the professional driver versus the company.”
Don’t separate foodservice and fuel loyalty, Rasmussen said.
“You have so much power over a QSR,” he said.
For example, a loyalty program for professional drivers could require a minimum fuel purchase to unlock rewards. These incentives could be funded through consumer-packaged goods partners and might apply to either foodservice items or packaged products.
Promotions can be structured differently depending on the customer base. Forecourt offers might include fuel discounts—such as 20 cents off per gallon—or product deals like “three-for-one” energy drinks or “buy two, get one free” specials. However, if a loyalty program has strong participation, the most effective forecourt incentives are typically those tied to fuel, he said.
Professional drivers are less price-sensitive with company cards
Each truck stop serves a different mix of customers, which affects purchasing behavior, Rasmussen said. Travel centers have the opportunity to offer larger product sizes because road-trip and professional drivers often prefer bigger formats.
Travel centers like Pilot, Love’s and TravelCenters of America have more fleet customers on the company card, he said. That person is going to be less price sensitive.
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