As profit margins from fuel sales continue to shrink, truck-stop operators are looking for new ways to create revenue by offering more varied amenities, including medical clinics and truck-insurance agents.The truck-stop industry is only about 35 years old, said Fred Kirschner, operator/franchisee for Scranton Petro, based in Haverford Township, Delaware County, outside Philadelphia. "The late '70s was really the start of the modern truck stop, where all the services are operated by one person or company," Kirschner said. Previously, each service, such as a restaurant or fuel pump, was owned separately, he said. From the 1970s until the 1990s, fuel was the main revenue source, but fuel profit margins have continued to decrease since then as prices increase. With the widespread availability of cell phones and the Internet, companies can keep track of fuel prices and direct drivers to specific stops for the best prices. "It used to be that these compliance programs were for just the big fleets," Kirschner said. "But now, even the independent drivers are using them." Truck plazas have done a good job of keeping customers and finding new ones, said Jim Runk, executive director for the Pennsylvania Motor Truck Association."Drivers are still looking for cleanliness, good food and a shower," Runk said. "But they are also taking advantage of the engine-idling systems and other services, too."Mindy Long, vice president of communications for NATSO Inc., formerly the National Association of Truck Stop Operators, said truck-plaza managers are working harder to bring in customers. "We're still seeing a lot of the traditional services like restaurants and showers," she said. "But many are adding new services, as they cater to those who see the stops as a home away from home."Traditionally, truck stops have offered convenience stores, game and movie rooms, laundromats, check cashing and truck maintenance. Some of the newer services include medical and dental clinics, massage therapy, chiropractic care, truck-insurance agencies and barber shops. "For long-haul drivers who need simple medical care, these clinics are great," she said. "And we're seeing some locals who come to the clinics as well."Drivers also can receive spiritual care, as many truck stops have chaplains on staff, or available through a local church.Internet connections are offered at just about every stop, Long said. Some offer Internet access only inside the plaza, but, increasingly, drivers opt to stay in their cabs using idle-reduction services that provide electricity as well as heat or air conditioning while their engines are off.A bit like a drive-in movie theater, a cable and wide hose are connected to a window insertion on the cab to reduce idling. The innovation is partly in response to legislation pending in the state House of Representatives limiting truck idling to five minutes per hour, Long said. Some drivers also use the idle-reduction service because it's quieter and saves fuel. An idling truck uses about one gallon of diesel per hour. With prices hovering around $4.25 per gallon, the $1 per hour charge for idling reduction is well worth the price, Long said. Because truck cabs can be nearly self-contained for comfort and entertainment, truck-stop owners need ways to encourage the drivers to come inside the plazas. They are also trying to attract a new customer; Long called them "four-wheel traffic.""Owners are offering familiar brands of restaurants and shops in order to attract families on vacation," Long said. "They generally keep the truck areas separate, in part, because they know the truck drivers want to get in and out quickly. Time is money for them, while the families usually have more time to linger."Professional drivers and families are also looking for healthier foods and more options, Long said. As more women join the trucking industry, Long said more women's items are being offered in convenience stores, and some store owners want to create a more family-friendly atmosphere. Brighter outdoor lighting and grassy areas are becoming more common.The truck plazas of today aren't as rough as the stereotype, Kirschner said. "Most people are afraid of them, until they actually visit one," he said. "We're trying to let people know it's a good place to rest and relax."
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