Franchise Update Magazine Issue II, 2017 - Page 20

ANATOMY OF A BRAND BY JOHN PONCZOCH RETURN OF THE LUBE TravelCenters of America recharges the brand T he TA Restaurant Group, a multi- brand franchisee and franchisor, is a division of TravelCenters of America, a Fortune 500 company that offers diesel and gasoline fueling, restaurants, truck re- pair facilities, convenience stores, and other services in 43 states and Canada. TA opened its first restauran Ё₯Έ€ΔδΨ܁…ΉΡ½‘…δ₯Ή±Υ‘•Μ)΅½Ι”Ρ‘…Έ€ΰΤΐEMH½Ή•ΑΡΜ°™Υ±°΅Ν•ΙΩ₯”)Ι•ΝΡ…ΥΙ…ΉΡΜ°…Ή½Ρ‘•Θ™½½½ΥΡ±•ΡΜ°₯Ή±Υ΄)₯Ήœ΅Υ±Ρ₯Α±”ΑΙ½ΑΙ₯•Ρ…ΙδΙ•ΝΡ…ΥΙ…ΉΠ‰Ι…Ή‘Μ)ΝՍ …́%Ι½ΈM­₯±±•Π…Ή ½ΥΉΡΙδAΙ₯‘”Έ%Έ(ΘΐΔΨ°έ”…‘‘•EΥ…­•ΘMΡ•…¬€˜1Υ‰”ΡΌ)½ΥȁΙ½έ₯Ήœ™…΅₯±δ½˜‰Ι…Ή‘ΜΈ)QI•ΝΡ…ΥΙ…ΉΠΙ½Υΐ‰•…Έ™Ι…Ή‘₯Μ΄)₯Ήœ₯Έ€ΔδδЁέ₯Ρ ½Υȁ™₯ΙΝЁMՉ݅䁙ɅΉ‘₯Ν”Έ)M₯Ή”Ρ‘•Έέ”‘…Ω”Ι½έΈ₯ΉΡΌ½Ή”½˜Ρ‘”)½ΥΉΡΙηŠé±…ɝ•ΝЁ΅Υ±Ρ€΅ΥΉ₯Ё½Α•Ι…Ρ½ΙΜ°•ΰ΄)Α…Ή‘₯Ήœ½Υȁ™Ι…Ή‘₯Ν”Ή•Ρέ½Ι¬ΝΥ‰ΝΡ…ΉΡ₯…±±δ)ΡΌ₯Ή±Υ‘”΅½Ι”Ρ‘…Έ€ΨΐΐΥΉ₯Ρ́έ₯Ρ Ή•…Ι±δ(Πΐ‘₯™™•Ι•ΉΠ™½½‘Ν•ΙΩ₯”½Ή•ΑΡ́…Ι½Ν́ё”)½ΥΉΡΙ丁M₯Ή”€ΘΐΔΠ°έ—ŠeΩ”…‘‘•€Δā‰Ι…Ή‘Μ)ΡΌ½ΥȁΑ½ΙΡ™½±₯Ό°…Ήέ—ŠeΙ”…•±•Ι…Ρ₯Ήœ)Ρ‘₯́΅½΅•ΉΡΥ΄•Ω•Έ΅½Ι”½Ω•ΘΡ‘”Ή•αΠ)Ν•Ω•Ι…°ε•…ΙΜΈ]‘•Έ±½½­₯Ήœ™½ΘΡ‘”Ι₯‘Π)Α…ΙΡΉ•Θ°έ”ΝΑ•Ή„Ν₯Ή₯™₯…ΉΠ…΅½ΥΉΠ½˜(Δΰ$)Ι…Ή‘₯Ν•ΥΑ‘…Ρ”%MLT%$°€Θ€ΐ€Δ€ά)Ρ₯΅”Ι•Ν•…ɍ‘₯Ήœ…Ή…Ή…±ει₯Ήœ•΅•Ι₯Ήœ)‰Ι…Ή‘Μ°έ‘•Ρ‘•Θ½ΘΉ½Πέ”‘…Ω”‘₯ΝΡ½Ιδ)έ₯Ρ Ρ‘•΄°έ₯Ρ Ρ‘”Υ±Ρ₯΅…Ρ”½…°½˜™₯±±₯Ήœ)Ρ…ΝΡ”ΑΙ½™₯±•Μ½Θ½Ή•ΑΡ́ݔΥΙΙ•ΉΡ±δ‘½»ŠeΠ)½Α•Ι…Ρ”½Θ½™™•ΘΈΌΡΌΙ•… ½Υȁ½…³ŠQέ—ŠeΙ”½Ή™₯‘•ΉΠ₯Έ)Ρ‘”ΝΡΙ•ΉΡ ½˜‰½Ρ ½ΥȁΝΡΙ…Ρ•δ…ΉΡ‘”)‰Ι…ΉΈQ‘”1Υ‰”₯́„½Ή”΅½˜΅„΅­₯Ή½Ή•ΑΠ)έ₯Ρ ΥΉ±₯΅₯Ρ•Ι½έΡ Α½Ρ•ΉΡ₯…°Ρ‘…ЁݗŠeΙ”)•α₯Ρ•ΡΌΡ…ΐ₯ΉΡΌΈ)ΕΥ₯Ι₯Ήœ„±•…δ‰Ι…Ή)=Υȁ½Ω•Ι…±°Ι½έΡ ΝΡΙ…Ρ•δ₯́Ѽ₯‘•ΉΡ₯™δ)½ΑΑ½ΙΡΥΉ₯Ρ₯•Μέ‘•Ι”έ”‘…Ω”Ρ‘”Ν­₯±±Μ…Ή)­Ή½έ±•‘”ΡΌ½έΈ…Ή½Α•Ι…Ρ”‰ΥΝ₯Ή•ΝΝ•Μ)Ρ‘…Ё™½Ύ½Έ•ΉΡ₯Ι•±δΉ•άΥΝΡ½΅•ΘΝ•΅•ΉΡΜΈ)Q‘…ΣŠéݑ䰁ݑ•Έέ”‘…Ρ‘”½ΑΑ½ΙΡΥΉ₯Ρδ)ΡΌ…ΕΥ₯Ι”EΥ…­•ΘMΡ•…¬€˜1Υ‰”₯Έ€ΘΐΔΤ°)έ”‘₯‘»ŠeЁё₯Ή¬Ρέ₯”ΈQ‘”…ΕΥ₯Ν₯Ρ₯½Έ₯́„)Α•Ι™•Π•α…΅Α±”½˜½ΥȁΙ½έΡ ΝΡΙ…Ρ•δ°…́₯Π)…Ω”Ύё”‘…Ή”ΡΌΡ…ΐ₯ΉΡΌ…Έ•ΉΡ₯Ι•±δΉ•ά)‘•΅½Ι…Α‘₯ŒΈ]‘•ΈΡ‘”€Π̡啅ȁ½±‰Ι…Ή)™₯±•™½Θ‰…Ή­ΙΥΑэδΑΙ½Ρ•Ρ₯½Έ₯Έ€ΘΐΔΤ°έ”)ͅ܁₯Ё…́…Έ½ΑΑ½ΙΡΥΉ₯ΡδΡΌΉ½Π½Ή±δ‰Ι½…‘•Έ)½ΥȁΥΙΙ•ΉΠΑ½ΙΡ™½±₯Ό°‰ΥЁ…±ΝΌΡΌ±•Ω•Ι…”½ΥΘ)‘••ΐ•αΑ•Ι₯•Ή”…́„΅Υ±Ρ€΅ΥΉ₯ЁɕΝΡ…ΥΙ…ΉΠ)½Α•Ι…ѽȁ…Ή΅…­”½Υȁ™₯ΙΝЁ™½Ι…δ₯ΉΡΌΡ‘”)έ½Ι±½˜™Ι…Ή‘₯Ν₯Ήœ„ΝΡ…Ή‘…±½Ή”™Υ±°΅Ν•ΙΩ₯”)Ι•ΝΡ…ΥΙ…ΉΠ½Ή•ΑЁ…ΉΙ½άEΥ…­•ΘMΡ•…¬)₯ΉΡΌ„Ή…Ρ₯½Ή…±±δΙ•½Ή₯镐‰Ι…ΉΡ‘ɽ՝ )™Ι…Ή‘₯Ν₯ΉœΈ]‘₯±”έ—ŠeΩ”©ΥΝЁ‰•ΥΈΡ‘₯Μ)©½ΥΙΉ•ηŠQ…Ή­Ή½άέ”‘…Ω”„±½Ήœέ…δΡΌΩ½±ΥΡ₯½Έ½˜Q‘”1Υ‰”)Q‘”Ι•ΝΡ…ΥΙ…ΉΠ₯Ή‘ΥΝΡΙδ₯́½ΉΝΡ…ΉΡ±δ•Ω½±Ψ΄)₯Ήœ°ΝΌ₯ӊé₯΅Α½ΙΡ…ΉΠΡ‘…Ёݔ‘Ό…́ݕ±°Έ=ΥΘ)•αΑ•Ι₯•Ή”‘…́͑½έΈΎё…Ё‰Ι…Ή‘́‘ΌΉ½Π)Ι½ά‰δΡ‘•΅Ν•±Ω•ΜθΡ‘•δΙ•ΕΥ₯Ι”ΉΥΙΡΥΘ΄)₯Ήœ°…ΡΡ•ΉΡ₯½Έ°₯ΉΩ•ΝΡ΅•ΉΠ°…ΉΙ•™₯Ή•΅•ΉΠΈ)M₯Ή”Ρ…­₯ΉœΡ‘”Ι•₯ΉΜ°έ—ŠeΩ”ΑΥЁΉ•ά)ΑΙ½•Ν͕́₯ΈΑ±…”₯Έ…Έ•™™½ΙЁѼΙ•₯ΉΩ₯Ό΄)Ι…Ρ”EΥ…­•ΘMΡ•…¬€˜1Υ‰”…Ι½Ν́ё”‰½…ɐ°)ΑΙ½Α•±±•‰δΡ‘”…‘‘₯Ρ₯½Έ½˜„Ή•ά•α•ΥΡ₯Ω”)‘•˜°1…Ή”5…ΡΡ‘•έΜ°…Ή„Ή•ά‰•Ω•Ι…”)ΑΙ½Ι…΄΅…Ή…•Θ°M‘…ΉΉ½ΈM…±ΥΑΌΈ]‘₯±”)έ—ŠeΙ”ΝΡ₯±°Ν•ΙΩ₯ΉœΥΐ…݅ɐ΅έ₯ΉΉ₯Ήœέ₯ΉΜ°)‰Υɝ•ΙΜ°…ΉΙ₯‰Μ°έ—ŠeΩ”•αΑ…Ή‘•Ρ‘”΅•ΉΤ)ΡΌ₯Ή½ΙΑ½Ι…Ρ”‰½±‘•Θ™±…Ω½Ί…Ή½™™•Ι₯ΉΜ)Ρ‘…Ё…ѕȁѼΡ‘”έ…ΉΡ́…ΉΉ••‘́½˜)Ρ½‘…ηŠé΅½‘•ΙΈ½ΉΝΥ΅•ΘΈ)]—ŠeΙ”Ν•ΠΡΌ‘•‰ΥΠ)Ή•άΝ…±…‘