Roadrunner Transportation Systems has changed the name of its Roadrunner LTL operation to Roadrunner Freight as part of a rebranding effort to reposition the business as a cost-effective option.

“While our rebranding is represented through our new name, it’s really our tagline that says it all: Less than Truckload, More than Expected,” said Grant Crawford, president of Roadrunner Freight.  “Our dedication and investment in Roadrunner Freight is meant as a sign to our customers that we’re devoted to their business in the less-than-truckload arena.”

The Roadrunner Freight business model is aimed at allowing for expansion without traditional inefficiencies and costs allowing the company to pass the savings onto its customers, according to RRTS. The company said it will provide customers with increased visibility into delivery dates, better management capabilities for supply chain operations, and more economical transportation costs.

“Roadrunner Freight will carry forward our quality less-than-truckload long haul offering, however, we have re-engineered it to remain economical while being highly reliable. We are excited to bring this increased value proposition to our current and new customers,” said Crawford.