One of the country’s largest travel center brands wants to make your pit stops more fun with fresh-cut fruit, upgraded bathrooms and self-checkout to get you back on the road faster.
To prepare for the future of travel and meet changing customer needs, Pilot Company is spending $1 billion to transform 400 of its Pilot Flying J truck stops into more welcoming, clean and comfortable spaces.
More than 50 Pilot locations across North America will be renovated in 2022, the first phase of a three-year overhaul.
With this largest-ever store investment, customers can expect a more consistent experience across the network of 670 Pilot travel centers. Renovated stores will feature larger bathrooms and dining areas, upgraded amenities for professional drivers and new technology.
“It’s brighter, it’s well-lit, guests can get in and out of our locations, find what they need just way easier than they have before,” said Allison Cornish, vice president of store modernization.
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To rethink its travel centers, Pilot surveyed thousands of customers and heard their wishes for more food options, cleaner, larger restrooms and a speedier experience.
Some of the reviews were “tough,” Pilot CEO Shameek Konar said, but the company needed to understand how it could make the in-store experience outstanding for consumers returning to travel and deciding where to spend their money.
In an industry where there’s a competitor at every highway exit, innovation and unique shopping experiences are key to attracting and retaining customers. The National Association of Truck Stop Operators alone represents more than 2,000 truck stops owned by more than 220 companies.
Pilot, the largest operator of travel centers in North America, was founded in 1958 and is headquartered in Knoxville, Tennessee. It’s ranked No. 7 on Forbes’ list of America’s Largest Private Companies and valued at $26.6 billion.
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Different layout, new technology
The improvements will start with a lighter and brighter parking lot and a new layout that makes it easier to access gas pumps.
Inside, the restrooms will be larger, brighter and more comfortable with energy efficient fixtures, new tile and some touchless technology. For professional drivers on the road, the showers are larger and designed with material that’s easier to clean.
The store layout makes more room for fresh items, grab-and-go meals and premium coffee, including cold brew. It’ll also be flexible to adjust to changing consumer tastes and trends.
The lobby will feature more seating areas with charging outlets so guests can rest and enjoy a meal. Guests on the go can skip the line with self-checkout lanes.
The renovations lay the groundwork to bring in electric vehicle charging stations in the future and a plan for how to incorporate other renewable energies in the next decade. Konar said he wants Pilot locations to offer some EV charging technology by the end of the year.
“We know energy transition is coming,” Konar said.
Expanded fresh food options
Many Pilot travel centers offer in-house made food already, but that’s expanding to most of the renovated stores.
The menus will include seasonal fresh-cut fruit (blueberries, clementines, grapes and pineapples for spring), new breakfast sandwiches like the Honey Maple Chicken Waffler, Nashville hot tenders, chicken pesto pizza, new soups and new fresh salads. It will also feature the Bigger, Better Burger, a 1/2 pounder topped with fire queso.
The company is testing regional cuisine options across North America.
To accommodate an increase in options, Pilot will expand the kitchens and feature new equipment to make more hot and fresh foods.
Better digs for 25,000 Pilot employees
Pilot’s more than 25,000 in-store employees get some upgrades, too. A great employee experience is critical to customer service, Konar said, and key to retaining Pilot’s team as the workforce shrinks nationally.
The redesigned stores will include new or expanded break rooms and the kitchens and bathrooms will be remodeled with materials that are easier to clean.
“We want to be really intentional about the layout and making sure of building in efficiency so it makes it makes the job of the team members way, way easier,” Cornish said.
As part of its commitment to the communities it serves, Pilot will donate more than $500,000 to provide educational technology to school districts across the country this year.
As the total renovations ramp up, an additional 100 newer Pilot locations will see light improvements.
Next year, Warren Buffett’s Berkshire Hathaway will own 80% of the sprawling fuel business. The Haslam family, which founded the company, will retain 20% ownership.
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