Reinventing Truckstop Dining
TravelCenters of America – Fork & Compass Restaurant
TA Petro wanted to overhaul their food and beverage concepts – starting with their full service restaurants. The new concept had to appeal to truck drivers in need of a break, but also give 4-wheel motorists and families a place that felt warm and inviting. Rubber and Road created brand positioning, naming, identity, and store environments for Fork & Compass, as well designing the store for The Kitchen, TA Petro’s QSR brand. Both concepts aim to appeal to younger, multi-ethnic driving professionals as well as 4-wheelers, road-trippers and families. The space is designed to feel comfortable and lounge-like, with a refreshing mix of materials, fixtures, and finishes – offering guests a welcome respite while allowing them to re-energize for travels ahead.
A playful mural depicting national landmarks, crops, food supplies, and the trucks that carry them across the country evoke the adventure of American travel and the impact of the nation’s transport system.
In combination with a retail and amenities revamp as part of a broader corporate initiative, Rubber and Road’s rebranding of TA Petro’s food and beverage concepts helped lead to the company’s $3.2 billion acquisition in 2023.
“Rubber and Road helped us arrive at the perfect F&B brands for our evolving demographics. Their combination of strategy-led creative and pragmatic solutions make for original concepts that build and scale easily while telling the right story for lasting connections with target audiences.
AND, I should add that we had fun doing the work!”
