The new Grover Cleveland service area on the New Jersey Turnpike north in Woodbridge, which emphasis fresh, healthy food, will likely be the model for other highway service areas.
The newly reopened Grover Cleveland service area on the New Jersey Turnpike, closed since being destroyed by Hurricane Sandy in 2012, could be the blueprint for other rest stop makeovers on the toll road.
The new building that opened in Woodbridge on Monday morning is not the typical highway service area, with food warming under heat lamps and the ambiance of dining in a bus station.
"This is gorgeous. It's a wonderful change from others we've seen when driving down the Turnpike," said John Lawton of Norwich, Conn., who was among the first customers Monday morning. "This looks a little more upscale."
While the Lawtons said some similar rest stop renovations have been done on I-95 in Connecticut, they were impressed with Grover Cleveland.
"It looks beautiful. It's clean," said Cathy Lawton, after she and her husband bought coffee.
The new Grover Cleveland service area represents a new wave of dining for travelers and could be the model for future rest area renovations, said officials from HMS Host, the contractor that operates service areas on the state's two biggest toll roads.
New Jersey Turnpike Authority and HMS Host officials cut a ceremonial ribbon at the front door and opened the new building for business. HMS Host operates 12 service areas on the turnpike and five on the Garden State Parkway.
"It's a whole different idea. This is how we operate in airports. This is a first on motorways with a healthy view," said Steve Johnson, HMS Host president and chief executive officer. "We're looking at this as the model."
Gone are most of the fast food franchises, replaced with HMS Host's own Refresh and Co. brand, offering freshly made salads, sandwiches, burgers and pizza. Starbucks and Popeye's Kitchen round out the offerings. Food is made in front of customers and fresh, rather that frozen food is the norm, Johnson said.
The Turnpike Authority paid $8 million to HMS Host to construct the 15,262 square foot building. The new structure was completed in 23 months, one month ahead of schedule, said John O'Hern Ron Gravino, turnpike authority deputy executive director.
"This building is better than the one we lost in Sandy," said Ron Gravino, turnpike authority chairman. "It's not home (for travelers), but it's pretty nice."
The gas station remained open after the storm but required a diesel generator to power the fuel pumps because of damage by the storm to the electrical system.
Larry Higgs may be reached at lhiggs@njadvancemedia.com. Follow him on Twitter @commutinglarry. Find NJ.com on Facebook.