Pilot Flying J sells about 50 million cups of coffee a year. The Knoxville, Tenn.-based retailer offers seven drip coffee blends. Three years ago, the chain added bean-to-cup machines, which brew six different varieties.

About one-quarter of the c-store chain’s customer base have a coffee in their transaction each day, and most of the chain’s hot-beverage customers are professional drivers.

To facilitate the chain’s morning coffee rush between 4 and 10 a.m., PFJ deploys coffee hostesses, who oversee guest engagement, coffee production and the roller grill and soda stations.

Pilot Flying J is able to sell a premium coffee without a premium price, because the beans come from multiple South American regions.