Cumberland farms overtakes quiktrip as favorite convenience store in latest market force information study pressreleasepoint v gas station


“ Even though price tends to drive where people fill up, there are a number of other important areas where gas and convenience store retailers can stand out,” said Brad Christian, chief customer officer for Market Force. “For instance, it’s fully within their control to ensure each of their sites is well maintained and cleaning supplies are available at the pump. We have found in our modeling work that these and other customer experience attributes can generate as much as a two-fold difference in the number of gallons an individual site can sell.” Customers Filling up on Fresh Sandwiches

Convenience stores continue to offer more healthy, fresh and made-to-order items in an attempt to sell customers lunch, not just gas. In fact, of the 21% who grabbed a fresh-food item during their last visit, 35% bought a sandwich, 20% bought a hot dog and 19% opted for pizza. Casey’s General Store was the most popular for fresh food purchases, although Wawa had the highest fresh food satisfaction scores. This comes as little surprise, given that Wawa ranked No. 1 in the sandwich category of Market Force’s recent quick-service restaurant study.

When it comes to paying for their fuel, most motorists are swiping their cards or inserting them into chip readers, while 10% use cash and a negligible 1% make mobile payments. Market Force also found 30% are worried about security when paying with a method other than cash and, of those, 89% are concerned about card skimming devices, followed by the lack of a chip reader.

For the rankings, Market Force asked participants to rate their satisfaction with their most recent fueling experience, and their likelihood to refer the brand to others on a 1-5 scale. The results were averaged to attain a Composite Loyalty Index score. Only chains that received at least 100 consumer responses and represented at least 2% of responses were included in the study.

The survey was conducted online in March 2018 across the United States. The pool of 11,514 respondents represented a cross-section of the four U.S. census regions. Fifty-two percent reported household incomes of more than $50,000 a year. Respondents’ ages ranged from 18 to over 65. Approximately 70% were women and 29% were men.

Market Force Information® is a customer experience (CX) management company that provides location-level measurement solutions that help businesses protect their brand reputation, delight customers and make more money. Solutions include customer experience surveys, employee engagement surveys, mystery shopping, contact center services and social media review tracking, which are integrated into one technology and analytics platform, KnowledgeForce®. Founded in 2005, Market Force has a growing global presence, with offices in the United States, Canada, United Kingdom, France and Spain. It serves more than 200 clients that operate multi-location businesses, including restaurants, major retailers, grocery and drug stores, petro/convenience stores, banking & financial institutions and entertainment brands. The company has been recognized as one of the top 50 market research organizations in the AMA Gold Report. For more information about Market Force, please visit us online at