TravelCenters of America gears up for its 50th anniversary
The retailer seeks to commemorate this milestone by upgrading its current sites, opening new ones and celebrating in each community it services.
TravelCenters of America Inc. is celebrating its 50th anniversary this year. Throughout 2022, the service station brand will continue to deliver on its transformation plans focused on upgrading the guest experience, growing the company and creating long-term shareholder value.
The firm has outlined its plans to celebrate this milestone while investing in several areas of its business. Expanding restaurant options, remodeling sites, opening new travel centers, upgrading technology and bringing alternative energy resources to the marketplace are key initiatives that have resulted in customers doing more business with TA.
“As we enter our 50th anniversary year, our commitment to transform TA for our guests and shareholders is stronger than ever. We are in the early stages of the transformation and have exciting plans for 2022; we are working hard to ensure we are here to serve all highway travelers for the next 50 years,” said Jon Pertchik, Chief Executive Officer of TravelCenters of America.
The plans involve five key areas of development: Guest experience, network growth, upgrading technology, alternative energy and sustainability, and its 50th anniversary. For the first one, the chain is centered on upgrading its installation, reimagining food concepts and improving on technology. More than 100 sites are set to be upgraded by the end of 2022 and to open several new full-service and quick-service restaurants throughout the year.
For the growth of the network, TA expects to open 13 franchised travel centers and one company-owned location. It also plans to celebrate a grand re-opening of a reconstructed site and grow its Truck Service presence.
In the technology aspect, the company is refreshing core systems and infrastructure to drive operational efficiencies and improve resiliency. In 2022, TA will focus on refreshing its technology infrastructure as well as its core business platforms with cloud-based solutions and enhancing data security and analytics, including Artificial Intelligence for fuel management.
Regarding alternative fuels, TravelCenters of America seeks to expand diesel exhaust fluid availability, install additional biodiesel blending infrastructure and offer more EV charging stations. A new test project to power energy storage and EV charging solutions is in plans with the California Energy Commission. In addition, it will continue its plans to offer hydrogen fueling in California for heavy duty trucks via its Nikola Corporation collaboration.
Last but not least, TA will hold several 50th anniversary-themed special events for its guests. The celebrations will include unique offers such as 1970s pricing on certain products, music concerts at several sites in the Fall and guest contests through its mobile app and on social media.
