LOUISVILLE, Colo. – Kwik Trip and BJ’s Wholesale Club are consumers’ favorite places to fill up their gas tanks, according to a new study by Market Force Information. More than 10,000 consumers were polled for the annual study, which ranks gas stations in two separate categories: traditional gas stations and convenience stores; and grocery stores and big-box retailers with gas stations. It also uncovers trends in food, technology and loyalty at these establishments.
Market Force found that, even though most motorists still fuel up at traditional gas stations, grocers and big-box brands continue to be popular choices for their low prices and convenience. For their recent trip to the pump, 71% of consumers visited a gas station, while 28% chose a grocer or big-box retailer. Additionally, while fuel prices are important, they’re not the only factor influencing a consumer’s choice of where to fill up—payment options, fuel quality and the ease of entering and exiting are other key motivators.
Market Force asked participants to rate their satisfaction with their most recent fueling experience and their likelihood to refer that brand to others. After not earning enough votes in 2015 to make the list, Kwik Trip overtook Wawa this year to rank No. 1. QuikTrip and Wawa tied for second with 68%, and Sheetz, RaceTrac and Speedway rounded out the top five. Phillips 66 is the highest-ranking national brand for the second consecutive year, earning a 51%.
Wisconsin-based Kwik Trip (known as Kwik Star in Iowa) operates more than 400 locations in the Midwest and is undergoing rapid growth. Market Force notes that the company aims to be a fill-in grocery option, offering fresh meat and even making its own baked goods, dairy products and snack foods. It appears to be a winning strategy, as consumers are increasingly turning to convenience stores for fresh food options.
The survey also evaluated how well fuel brands deliver on a spectrum of attributes. QuikTrip led in three of the categories: ease of entering and exiting the property, customer service and having cleaning supplies at the fueling station. Kwik Trip took the top spot for appearance and merchandise selection. Chevron ranked highest for fuel quality and Murphy was voted the fuel price-leader.
“The brands are tightly clustered in nearly every category, which shows just how fiercely competitive this industry is,” said Cheryl Flink, chief strategy officer for Market Force Information. “With drivers having so many options to choose from, gas stations and convenience stores must excel in areas beyond price, such as offering multiple payment options or specialty foods to attract loyal, repeat customers.”
With everything from freshly made salads to customer ordering for sandwiches and hoagies, convenience stores have upped their foodservice offerings, and are stealing market share from quick-service restaurants, according to Market Force. The survey found that 23% of customers bought a fresh food item during their last convenience store visit and 89% were satisfied with the quality. Wawa, Kwik Trip, Casey’s, Sheetz and QuikTrip led in fresh food purchases and all had relatively high marks for food quality satisfaction.
In the grocery and big-box category, BJ’s Wholesale Club took the No. 1 spot in this year’s study, Costco dropped to second, Kroger ranked third and Sam’s Club dropped a spot to fourth. When Market Force looked at the attributes that drive customer satisfaction, Costco led in three of the five categories, including fuel price, fuel quality and appearance. However, it lagged behind for ease of entering and exiting and availability of cleaning tools at the fueling area.
As in 2015, 10% of survey respondents said they’ve used a gas/convenience store mobile app. App use has increased since last year among 45–54 year olds and decreased among 25–34 year olds. GasBuddy ranked as the most popular app (cited by 59%), while one-third reported using the retailer’s branded app. When asked which features they have used within a gas app, gas price comparison led with 71%, followed by finding a gas station and reporting gas prices.
More information can be found at www.marketforce.com.