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First TA Express-Branded Franchise Store Opens

Steele, N.D., site is one of six set to join retail network
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WESTLAKE, Ohio — TravelCenters of America LLC has opened the former Steele, N.D., Coffee Cup Fuel Stop as TA Express, the first branded franchise under that newly launched flag.

TravelCenters of America opened the first four company-owned travel centers under the TA Express smaller-format brand in 2018. The new-concept stores are in Alexander, N.D.; Walsenburg, Colo.; Brush, Colo.; and Grand Junction, Colo.

The new TA Express, on I-94 and ND Highway 3, Exit 200, is the first of four Coffee Cup Fuel Stops rebranding to TA Express, and joining TravelCenters of America’s total nationwide network of 258 stores. The remaining Coffee Cup Fuel Stops that will convert to TA Express are in Vermillion, Summit and Hot Springs, S.D. The operator, Heinz Inc., also plans to build two new TA Express travel centers, in Rapid City and Sioux Falls, S.D., in coming years.

“We welcome the Coffee Cup team to the TravelCenters of America family,” said Barry Richards, president and COO of TravelCenters. “The team has been working hard since the agreement was signed to get the site systems and branding changed over to TA Express. This new facility provides professional drivers all the benefits one would expect at any TA nationwide.”

Amenities at the location include:

  • Shell-branded gasoline with 16 fueling positions.
  • Seven diesel fueling lanes.
  • 75 truck parking and 50 auto parking spaces.
  • Caribou Coffee, Pizza Hut Express and Subway quick-service restaurants.
  • Laundry room.
  • Three driver showers.
  • An outdoor picnic area, children’s playground and pet area.

Plans for improvements and amenities to be added to the Steele location include a Cinnabon, five additional driver showers and a three-bay TA Truck Service repair facility. Professional drivers will also be able to earn and redeem UltraOne loyalty program points at all of the rebranded locations.

TravelCenters of America, Westlake, Ohio, conducts business in 43 U.S. states and Canada, principally under the TA, Petro Stopping Centers and TA Express travel center brands.

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