At the Rock Store in Nyssa, Oregon, you won't find any beads or gemstones for sale. The name comes not from their product, but from the one-stop shop's stone-lined exterior. Instead, when you pull over on rural Highway 201 near the Idaho border, you can expect a full-service burger operation, community-sourced grocery market, outdoor beer garden and Tap House, Rocky (the new mascot), and out front, two Wayne Ovation® fuel dispensers with AX12 Enhanced™ touchscreen technology.
The Simpson family has been nurturing The Rock Store for decades, with its third generation recently taking the reins and making their mark. After starting out serving the now signature Upside Down Burger from a food trailer with his grandma, Tyler Simpson brought the burger operation to the store. By 2022, he and his wife Sydney officially took over ownership and began major renovations, including all-new bathrooms, fresh parking lots and signage, and the installation of dispensers equipped with AX12 Enhanced, designed and built for customer-minded businesses.
The store's expansion has been rooted in the family's longstanding mission to serve their community and build not just a business, but a destination for all. By choosing AX12, the Simpsons have found even more success in fostering their relationship with patrons. "We had an outdated system that was probably 30 years old when I took it over," said Tyler. "The new pumps and DFS technology have been our latest upgrade. It's allowed us to accept 24-hour fuel and advertise at our pumps."
With several of the features available in in the leading 27-inch Anthem UX® platform, Ovation fuel dispensers with AX12 technology enable simple, instant updates to promotions using the DX Promote® media solution. For The Rock Store, this means easily advertising new restaurant or Tap House specials, promoting in-store items like fishing licenses for the local rivers, and alerting customers about their numerous community events, including live music nights and estate sales. Users can conveniently create and switch out new postings whenever and however many times they need to drive revenue and loyalty. "We change our marketing on the fuel pump system weekly," according to Simpson.
The Rock Store proves the AX12 Enhanced is not just for show. Come rain or snow, Ovation dispensers are able to excel in tricky weather conditions. The contactless payment capabilities and top-tier security features ensure safety for the visitors they care so deeply for. And with strong customer support, Tyler and his family can focus their time and effort on connecting with customers and developing their business further.
Building customer loyalty takes time and intention, and the Rock Store has certainly earned their guests’ loyalty by carefully considering how they can elevate their experience and acting. As the only restaurant in their town, The Rock Store is already exceeding expectations, but they won't be stopping here. The Simpsons have plans to continue expanding the enterprise as they find more opportunities to bring folks together for stellar service and good times. In the meantime, you can find the details for delicious meal deals and the latest live concerts at the pump.
Learn more about Ovation fuel dispensers with AX12 technology and other Dover Fueling Solutions fuel dispensers. Learn more about The Rock Store.
