the challenge

Our client was facing declining sales in dispensed beverages and needed a path to reverse the trend and strengthen the customer experience.

our approach​

• Conducted multi-day customer intercept interviews and behavioral observations at four geographically diverse travel-center locations.
• Identified friction in the beverage-service flow, assessed satisfaction with current offerings, and explored new product opportunities.
• Interviewed internal team members across levels to gather operational perspective and validate customer findings.
• Visited more than two dozen competitor locations to benchmark beverage layouts, product offerings, and customer-engagement practices.

the impact

The research produced a roadmap for reimagining the dispensed beverage experience, including recommendations for layout, product and equipment improvements, streamlined flow, new product opportunities, competitive best practices, and points of differentiation.

The client implemented strategic updates to its beverage offering, creating an experience designed to resonate with both new and returning customers and strengthening its position as an innovative, customer-centered travel-center brand.