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    Pilot Flying J Refreshes Brand Identity

    Initiative includes more healthy food and hot beverage options.

    KNOXVILLE, Tenn. — Pilot Flying J is launching a fresh brand identity as part of its commitment to improving life on the road for professional drivers. The initiative includes offering a variety of healthy food selections, a high-quality collection of hot beverages and a $100-million investment in facility upgrades for an overall improved customer experience, the retailer said.

    "Providing convenience, quality and outstanding customer service is the cornerstone of our mission," stated Whitney Haslam Johnson, director of brand and customer experience at Pilot Flying J. "Our primary goal is to always serve our customers with excellence, so when they asked for upgrades to our facilities and healthier food options, we were happy to deliver."

    Select locations now feature PJ Fresh Marketplace, which offers fresh, healthy and high-quality meal choices such as homestyle meatloaf and roasted chicken. Pilot and Flying J locations also feature coffeehouse-quality beverages, including "The Best Coffee on the Interstate" in eight flavors such as Brazilian and Hazelnut; cappuccino; iced coffee; and hot chocolate.

    Shower facility upgrades include larger showers, improved lighting, Italian tile, additional hooks to hang and store personal items, and custom-designed benches for seating. New restroom features include new tile finishes; lower-water consumption fixtures, including toilets and faucets; touchless hand dryers; and LED light fixtures.

    The retailer also offers the MyPilot mobile app to help drivers plan trips and manage their time by displaying Pilot and Flying J locations between point A and point B on any driving route.

    To celebrate this suite of upgrades and launches, Pilot Flying J is hosting a behind-the-scenes peek into the travel experience of multiple bloggers and personalities. The "Travel Well" campaign kicks off Nov. 3 and runs through Thanksgiving — the busiest travel time of the year.

    Pete Thomas from NBC's "Biggest Loser" show and NASCAR driver Michael Annett will each document their travels and how Pilot and Flying J locations are part of their journeys. Additionally, mommy blogger "Mommy Kate" will share her family's experiences on the road, and the bloggers at "Just Short of Crazy" and "The Vacation Gals" will highlight how Pilot and Flying J locations provide solutions to their travel needs, according to the announcement.

    The Travel Well campaign will be documented on the company's website and social media profiles.

    Pilot Flying J has grown its network in 2014 by opening 11 new stores and expanding its fuel network to 18 more locations. It now operates more than 650 travel centers and travel plazas nationwide.

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