Travel Centers of America (TCA) is known for providing a national network of roadside stops with a variety of products and services for the professional driver. TCA realized they were missing an opportunity to broaden their customer base and decided to develop a brand that will cater to the non-professional traveler. They asked WD Partners to create a clean, family-friendly store that would be a “sure thing” for travelers.

The new store was developed to provide a consistent, clean and safe stop every time a traveler sees the Goasis logo. Travelers will find fuel, clean and family-friendly restrooms, and a wide range of quality food and beverages in an open, comfortable environment. Colors and materials were chosen to be light, clean, and refreshing. Graphics throughout the store are colorful and fun. A great deal of thought went into the bathroom facilities because TCA understood that the bathrooms would be the key to repeat business. Family bathrooms allow parents to use facilities with their kids. A special and unexpected treat: a kid-sized toilet, and vanity!

results
Customer feedback was extremely positive. Seventy-eight percent of respondents said they would recommend the store to their family and friends. Best-in-class retail brands like Nordstrom and Starbucks rate in the 75-80% range. Best of all, Goasis performed well, with higher than industry average merchandise and food sales, and higher than industry average gross margin.