A major shakeup has occurred at the top of the convenience store industry, according to the American Customer Satisfaction Index (ACSI®) Convenience Store Study 2025. Despite overall industry satisfaction remaining steady at 76 (on a scale of 0 to 100), Kwik Trip has claimed the lead, surging an impressive 8% year-over-year to achieve a score of 84.
The Wisconsin-based chain, known for its focus on fresh food and beverages, vaulted past last year’s leader, Wawa, which remains unchanged at a score of 82. Wawa now sits in a second-place tie with Sheetz, which improved 4%.
Culture and food drive satisfaction
Kwik Trip’s success is attributed largely to its stout commitment to building a positive, customer-centric culture, coupled with the industry-wide trend of adopting a food-focused model.
“The brands rising to the top are doing more than just selling coffee and snacks. They’re building communities inside their stores,” Forrest Morgeson, associate professor of Marketing at Michigan State University and Director of Research Emeritus at the ACSI said.
Key findings reveal a growing competitive gap, with an 11-point difference between the highest-rated brand (Kwik Trip, 84) and the lowest (ampm, 73). Stores excelling in quality food and beverage options, cleanliness, and convenience are pulling ahead of those offering a more basic experience.
In the rankings immediately following the leaders, QuikTrip slipped 1% to 80, while Buc-ee’s (down 1%) and newcomer Love’s both scored 79.
On the lower end, Casey’s General Stores saw the largest satisfaction decline, dropping 5% to 75, amidst its major expansion campaign. BP also fell 4% to 74, tying with QuikStop.
Mobile apps and rewards are game changers
The study indicates that digital tools and loyalty programs are becoming crucial differentiators:
- Mobile App Usage: Roughly 34% of respondents now use a store’s mobile app, a figure that jumps to 60% among loyalty rewards program members. Mobile app quality (84) and reliability (82) both improved by 3%–4% year-over-year.
- Rewards Program Impact: Loyalty members report significantly higher overall store satisfaction (79) compared to nonmembers (74). These members are also more frequent visitors, with 64% visiting at least weekly, versus 45% of nonmembers.
“Many convenience stores offer the same or similar items, so brands must look for ways to distinguish themselves,” Morgeson added. “Those that lean into the successful aspect of their rewards programs can drive customer satisfaction and keep their loyal customers happy.”
Additionally, the quality and freshness of hot food scored highly (80), cementing the convenience store’s status as a “legitimate option” in the food service landscape.
Regional rivalries persist
The notorious rivalry between Wawa and Sheetz continues across regional markets. The two chains are tied for the highest satisfaction in their shared home market of the Northeast. In the South, Wawa slightly edged out both Sheetz and Buc-ee’s for the top spot.
In the Midwest, which boasts the highest overall ACSI scores, Kwik Trip (with a K) topped QuikTrip (with a Q) by two points. On the West Coast, where scores were generally lower, 7-Eleven and Chevron led the competition.
