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ATLANTA -- Pilot Travel Centers LLC signed a franchise agreement with Huddle House, a family dining chain that operates more than 400 units. The retailer will open five new restaurants inside its locations during the next eight months.
The first Huddle House restaurant is scheduled to open this May inside Pilot's Frystown, Pa., location, followed by locations in Anna, Texas; Fargo, N.D.; New Haven, Ind.; and Lebanon, Ind.
"In 2012, Huddle House is looking to strengthen its presence with companies like Pilot Travel Centers LLC, a strong multi-unit restaurant operator operating in the travel center venue," said Mark Whittle, chief development officer for Huddle House.
Huddle House offers a variety of “comfort food” items and provides 24-hour service, according to the company. It has developed several new products exclusively for travel centers and will introduce a new interior design package that features flexible seating options, larger booths and a warmer color palate. Its new “Big Rig Menu” offers products tailored to professional drivers.
"Expanding our restaurants into travel centers is beneficial for Huddle House because it provides joint traffic flow and a demographic that connects well with the iconic brand, from the quick, friendly service to the variety of food offerings," said Whittle, adding that developing the company's brand for travel centers typically involves a much lower cost of capital for franchisees than opening a traditional freestanding restaurant. "Working with Pilot Travel Centers LLC will be a key strategy in 2012 and beyond for new restaurant development. We are pleased to announce the signing of these initial five locations and hope these will be the first of many more locations to come."