Why Are Kwik Trip, Wawa, and Sheetz Leading the C-Store Segment?

Convenience store customers appear to be playing favorites when it comes to their brands of choice, according to the most recent data gleaned from the American Customer Satisfaction Index's (ACSI) 2025 Convenience Store Study.

Leading the pack: Kwik Trip, Wawa, and Sheetz, with QuikTrip, Love's, and Buc-ee's not too far behind. Kwik Trip took down the No. 1 position with a score of 84 (a significant improvement of 8 percentage points over 2024's result), while Wawa and Sheetz shared the second-place spot with scores of 82.

And as Chain Store Age editor Zachary Russell outlined, the 11-point gap separating Kwik Trip from the lowest score on the table -- belonging to ampm (owned by BP) at 73 -- came down to differentiation.

"ACSI noted that the 11-point gap between the highest and lowest ratings reveals a high degree of variability in the customer experience, with stores providing a 'broad range of quality food and beverage options in a clean and convenient setting' faring well and those offering a more 'basic experience' on the lower end," Russell wrote.

Other findings of note:

• While just over one-third of all respondents indicated they had used a convenience store mobile app, more than half (60%) of those who belong to at least one c-store loyalty program said as much.
• More broadly, satisfaction tied to mobile app quality (84), reliability (82), and order pickup effectiveness (82) all improved by between 3%-4% YoY, signaling a maturation of these tools.
• A five percentage point spread existed concerning opinions tied to the overall store experience, with rewards members (79) being notably happier in this regard versus non-members (74).

Authenticity, Loyalty Driving Success for Wawa, Kwik Trip, Sheetz, But Is There More to the Equation?

According to Forrest Morgeson, associate professor of marketing at Michigan State University and director of research emeritus at the ACSI, the difference-maker between the most successful c-store brands and those who are tumbling down the rankings boils down to authenticity, loyalty, and moving beyond the bare minimum service standard and product inventory.

“This striking gap in satisfaction should serve as a wake-up call for brands to rethink what truly drives loyalty today,” Morgeson said.

“The brands rising to the top are doing more than just selling coffee and snacks. They’re building communities inside their stores. As in-store sales outpace fuel and digital tools become table stakes, the brands that will win are those that double down on quality, innovation, and authentic connection," he added.

Morgeson pivoted to zero in on the difficulties in differentiation when it comes to c-store sales, with similar offerings being all-too-common among competitors looking to stand out.

“Many convenience stores offer the same or similar items, so brands must look for ways to distinguish themselves. Those that lean into the successful aspect of their rewards programs can drive customer satisfaction and keep their loyal customers happy," Morgeson concluded.