Young trucker is rocking out to hard rock/metal music and asks an old man for directions as he keeps looping through the town. He tells him if you slow down, enjoy the scenery and stop (at a Diner in the town) for a nice cup of coffee, he'll get out and find the highway. In the end, he goes into the diner where he's confronted by everyone and the old man forcing the pot of coffee towards him and he asks, "what do you people want from me?" After drinking the coffee, he becomes the town's newest resident and the sign changes the population count.
This was one episode in a 1980's or 1990's horror or science fiction TV show, which aired in colour, in English, in the USA. It's kinda Twilight Zone, Tales from the Darkside-ish.
Looked in synopsis of Monsters, Tales from the crypt, Ray Bradbury, Twilight Zone 80's & Forest Whitaker's, The Outer Limits, Amazing Stories, The Hitchhiker, Tales from the Darkside, but nothing describes such.