THE CHALLENGE

HMS Host® asked Miller Zell to reinvent the interstate convenience store experience.
The target market, comprised of commuters, traveling families and truckers, each seeks con-
venience in different ways; but all appreciate quality food, fast and friendly service
and a clean, welcoming environment.

THE RESULT

The MZ design team sought to create an experience that would be unexpected. The team
threw out all preconceived notions of what “highway convenience” means to the traveler.
The new concept delivers wide appeal, combining energetic colors, sophisticated materials
and a store layout that played its freshness proposition up front and center. An expanded
beverage wall complements an adjacent “fresh food” hub that offers Wolfgang Puck
sandwiches to go, fresh salads and gourmet coffee.


Playing on the dramatic changes in merchandising, layout and design, this recharged
environment received a zippy new name: Z Market. Sales have increased 40% over the
previous year, and traveler response has been overwhelmingly positive.

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The Miller Zell process

We deliver innovation at retail, creating solutions that activate brands at the shelf and speak to shoppers in a meaningful way. We apply fact-based shopper insights, customer perspectives and cultural trend analysis to build meaningful connections between brands and people.