Onvo, based in Scranton, Pennsylvania, operates around 40 travel plazas and gas stations across Pennsylvania and New York. The company launched a rebrand in 2020 that saw it adopt a new name, logo and in-store identity. 

For people who aren’t familiar, can you share the story of Onvo the company (and Onvo the Owl)? 

Onvo was founded in 1988, and it was previously known as Liberty Travel Plazas. We have about 40 travel centers throughout Pennsylvania and New York, most with a QSR, either Burger King, Tim Horton’s, IHOP or Subway. In August of 2020, we rebranded to Onvo. The reception to the rebrand has been unlike anything we could have expected. Our staff has really identified with the new brand and the mission: “Always quick, always kind and always convenient.” 

In 2022, we launched our new store prototype and we expanded on it last year, when we opened our largest format store with our first made-to-order food service experience, Food on the Fly.

As a travel plaza, most of our locations are 24/7, so we like to say that we cater to the night owls and the early birds. That’s where Onvo the Owl comes in. When we think about what sets Onvo apart, it’s our 24/7 facilities that are a safe haven for drivers who may have spent hours on the road, whether they’re truck drivers or drive passenger vehicles. We developed Onvo the Owl to represent our dedication to making sure that the night owls and early birds feel taken care of.

Seeing how Onvo the Owl resonates with our younger guests but also their parents … it’s been a real joy to see how that has taken off in the way that we would have only hoped for.

Are you finished rolling out the rebrand across all your locations? And what are the lessons learned so far?

There are elements of it that are ongoing. There are a few stages. The standard signage swap-out we accomplished in the first two years. Now we’re undergoing some more moderate- to large-scale remodels and facelifts of the exterior, which is on a site-by-site basis. I’m a firm believer that the process of maintaining your brand is never complete. As we launch our new prototype and open new-to-industry stores, there’s always new components we’re adding or things we’re retiring.

Something I’ve taken away from this process is that there are so many elements that look great on paper, but when you actually implement them, whether it’s within the physical store or the digital platform, they may not resonate with guests and may not feel right in the space. So I think that’s the biggest lesson, not feeling too attached to things that aren’t necessarily a core part of the identity. There are certain things where you draw a line in the sand and say, ‘This is the brand identity.’ But there are some components where you try really hard to make something work, and it just doesn’t work out. That was especially true when we started the rebrand, in the face of the supply chain issues during the pandemic.

Speaking of brand identity: What are some key components of brand identity at Onvo?

A big part of our brand identity is making sure our facilities are always clean and modern. Any time we introduce something new, it comes back to one question: Does this let travelers know they can count on Onvo for a spotless, up-to-date stop? That’s our standard, every time. 

We’re also careful with how we use Onvo the Owl. He’s a favorite with our customers, but we only feature him when it means something—like sharing important messages or making a real connection, not just popping up anywhere. For us, it’s all about keeping the brand—and our spaces—feeling fresh, trustworthy and welcoming.

For the most part, c-stores sell mostly the same things. What would you say is something Onvo is famous for, something that makes Onvo stand out? 

I think it’s experience. I think when you walk into an Onvo, it feels different than the average travel plaza or c-store experience. We really focus on amenities and creating a heightened experience. You think about our locations off the interstate and what it means to be a truck driver spending all day on the road, and we can provide a really heightened atmosphere of personal escape, especially if you look at our shower facilities and our restrooms. 

These drivers spend a lot of time by themselves in their cabs. I have to give credit to our staff for being a welcome source of interaction and friendly conversation and customer service. It’s always important, but it’s especially important when you may be one of the few face-to-face interactions a person has that day.

In terms of foodservice, we also have a great coffee program. We invested in bean-to-cup machines, and we run some great LTOs. We focus really strongly on the quality of our coffee. And then there’s our new Food on the Fly program. We focused on developing a signature product in the form of our Craveritos, which are indulgent, delicious burritos. We’ve also introduced bowls, pizza and quesadillas. We know what food means for our business moving forward, and we’re really proud of what we’re able to provide. 

Onvo describes its mission as providing “exceptional service that is always quick, always kind, and always convenient.” The word “kind” is really interesting, That’s more than being just a smiling face. What led you to that?

You’re right, being kind isn’t just about being friendly or offering a smile at the counter. For us, it means being genuinely personable and bringing a human touch to everything we do. Kindness is something our team works to embody, whether someone’s grabbing coffee late at night or a family’s stopping in on a road trip. It’s how we make sure everyone feels comfortable, welcome and part of the community whenever they come through Onvo. 

What are some things you’re prioritizing over the coming year? 

We’re going into the second year of a Penn State partnership as the Official Travel Plaza Partner of Penn State football and Penn State athletics as a whole, and we’re focused on maximizing that opportunity, providing great experiences for the fans. We’ve got a lot of really exciting things lined up, providing some new opportunities for Penn State fans to engage with Onvo and Onvo fans to engage with Penn State. 

And then on the other side, looking for more opportunities to leverage new technologies. There’s lots of opportunity obviously with AI, so we’re evaluating all the new technology opportunities that are coming up and seeing what makes sense for us.

That Penn State deal seems really smart … tell us about that.

It’s been great to see how much it’s resonated with everyone—our staff and our guests. The university has been great to partner with. It’s such an interesting time for college athletics and partnerships with NIL and how these things are evolving. 

Penn State is such an iconic institution within our home state, and for us to be partnered with an institution with that much history and respect has been amazing. But the best part is when we’ve been at activations, for example the White Out Game, which is one of the biggest events in college sports, and we see folks who say, “I stopped at an Onvo on my way in,” or “I saw that you guys were going to be here on the app.” Those moments where you’re part of a crowd of 200,000-plus people who are tailgating and you’re finding your own guests and they’re excited to see you there, even with all the other exciting things that are happening around them, that is such an amazing feeling, just on a personal level.

What was the genesis of that relationship?

I received a call from Penn State. We were running a campaign promoting our coffee and it caught the eye of someone on the Penn State side, and they reached out. We had a dialogue for quite some time. It wasn’t an overnight thing, but once we realized the potential and the synergies that were there, it came together.

Our relationship goes beyond football. Obviously football is what Penn State is synonymous with, but sports like women’s volleyball and wrestling have had a lot of success in recent years. It’s great to see how much other programs at Penn State are starting to shine.