Customer satisfaction across the convenience store industry has slipped 1% to an American Customer Satisfaction Index (ACSI) score of 75, according to the newly released ACSI Convenience Store Study 2026. For drivers and shoppers across New Jersey, the data highlights a growing tension between expanding store offerings—such as fresh food service and mobile ordering—and the day-to-day realities of store upkeep and app reliability.
Wawa leads the Northeast region
Despite a modest 2% dip to a score of 80 nationally, Wawa remains a dominant force across the region, capturing the top spot in both the South (82) and the Northeast (79) in regional performance. As a staple of New Jersey commutes and roadside stops, Wawa continues to anchor consumer loyalty through its robust food service and rewards programs, even as regional stores navigate shifting consumer expectations.
Nationally, Meijer claimed first place overall with an 82, followed by a three-way tie between QuikTrip (80), Sheetz (80), and Wawa (80).
The convenience store sector’s value proposition has broadened significantly, with prepared food and beverage service now accounting for 28.5% of inside sales and nearly 39% of gross profit. In fact, 15% of prepared-food visits now involve consumers choosing a convenience store over a traditional quick-service restaurant (QSR).
However, this rapid evolution has introduced friction points for shoppers:
- Mobile App Quality: While mobile order pickup debuted at a strong 82, overall mobile app quality suffered the study’s largest drop, sliding 5% to 80.
- Store Layout and Cleanliness: Cleanliness and store layout declined 3% to 77.
- Bathroom Maintenance: A newly introduced metric for bathroom cleanliness debuted at 74, ranking among the lowest-rated benchmarks in the entire industry.
- Staff Courtesy: Staff courtesy and helpfulness edged down 1% to 78.
“Convenience stores are asking customers to do more inside the store and more on the app than ever before. Order ahead, scan loyalty cards, redeem offers, pick up food,” Forrest Morgeson, associate professor of marketing at Michigan State University and director of research emeritus at the ACSI said. “When the app is clunky, the bathroom is neglected, or the store feels disorganized, that shapes how customers judge the entire visit. The industry has figured out what to sell. Now the experience of buying it has to catch up.”
The study also underscored the tangible impact of loyalty and rewards programs. Members of convenience store rewards programs reported an average satisfaction score of 77—four points higher than nonmembers (73).
Rewards members also exhibit significantly higher engagement: 65% visit their primary store at least weekly, compared to just 46% of nonmembers, driven largely by promotions, personalized offers, and streamlined digital checkouts.
The 2026 ACSI Convenience Store Study is based on 9,475 completed surveys gathered from random consumer responses between October 2025 and September 2026.
