The success of Stamart Travel Center in North Dakota underscores the enduring value of customer relationships and comprehensive service offerings in the competitive travel center industry. With three locations across Fargo, Bismarck, and Grand Forks, Stamart has cultivated a loyal customer base, particularly among truck drivers, by prioritizing familiar faces, diverse amenities, and consistent quality.
Lisa Beach, Operations Manager at Stamart Travel Centers, highlights the significance of long-tenured staff, noting, “I’ve been with them for 28 years and we have people who have been with us 15 to 20 years. That helps our business… The drivers are on the road and they love seeing a familiar face.” This emphasis on staff retention fosters a welcoming and reliable environment that resonates deeply with drivers who spend considerable time away from home. The familiar faces of staff become a comforting constant for these road warriors, contributing significantly to driver loyalty.
Beyond personnel, Stamart Travel Center distinguishes itself through its extensive range of food and merchandise. Recognizing the diverse needs and preferences of its clientele, Stamart offers a wide selection from quick grab-and-go options like chicken and personal pizzas to freshly prepared items such as turkey and ham wraps and subs. Bakery cases stocked with both in-house creations like raspberry croissants and scones, and locally sourced pastries further enhance the appeal. This commitment to variety ensures that Stamart Travel Center caters to a broad spectrum of tastes and dietary needs, moving beyond standard travel plaza fare. Rejecting franchising, Stamart maintains control over its programs, allowing for tailored offerings that directly meet driver demands.
Coffee is another area where Stamart Travel Center excels. With its proprietary coffee program, Stamart provides everything from regular coffee to iced coffees, espressos, and lattes, catering to various caffeine preferences. The Fargo location elevates its coffee service by partnering with a local coffee shop to offer specialty treats like banana bread and Rice Krispies treats, creating a unique and appealing offering. The Fargo location also expands its food options with a salad and soup bar, demonstrating Stamart Travel Center‘s adaptability to cater to different location-specific customer demands. Furthermore, the “Lucky Seven” program, offering a free item after six purchases, applies to food offerings across all locations, rewarding regular customers.
Loyalty programs are central to Stamart Travel Center‘s strategy for retaining drivers. In addition to participating in the NATSN loyalty program, Stamart features its own “Diesel Dollars” program. This initiative allows drivers to earn a Stamart Diesel Dollar for every 100 gallons of fuel purchased, redeemable for anything in the store. Beach believes this program is a key driver of business growth, noting its significant impact on customer retention. The flexibility of Diesel Dollars, allowing drivers to spend them immediately or save for larger purchases like Christmas gifts, adds to the program’s appeal and strengthens the relationship between Stamart Travel Center and its customers.
Monthly promotions further enhance Stamart Travel Center‘s attractiveness. By featuring deals on trucker-specific items like logbooks and plug-in blankets, Stamart demonstrates an understanding of and responsiveness to the specific needs of its driver clientele. Collaborations with suppliers like Barjan and DAS ensure a consistent stream of relevant and appealing promotional offers. Effective promotion through fuel island posters and in-store signage ensures that drivers are aware of these valuable deals.
Ultimately, Lisa Beach emphasizes the foundational elements that underpin Stamart Travel Center‘s success. Maintaining clean locations and providing prompt service are paramount. This focus on the basics, combined with staff loyalty, diverse offerings, and rewarding loyalty programs, positions Stamart Travel Center as a model for travel plazas seeking to cultivate lasting customer relationships and thrive in a competitive market. By focusing on these core principles, Stamart Travel Center has established itself as a preferred stop for drivers in North Dakota, built on a foundation of trust, familiarity, and consistent quality.
