Kwik Trip Dethrones Wawa: America’s New Favorite Convenience Store
In a surprising shift in America’s convenience store landscape, Kwik Trip has claimed the crown as the nation’s most beloved quick-stop shop, ending Wawa’s reign at the top. According to the recently released American Customer Satisfaction Index (ACSI®) Convenience Store Study 2025, this Midwestern chain has captured the hearts of consumers through its unique approach to the convenience store experience. While many modern convenience retailers have adopted food-focused models to attract diverse customer bases, Kwik Trip distinguishes itself through what the ACSI describes as a “stout commitment to building a positive culture that places a heavy emphasis on the customer experience.” This dedication to creating a welcoming environment has clearly resonated with shoppers across the country, propelling Kwik Trip to the summit of customer satisfaction.
The comprehensive ACSI study, which compiled responses from 8,601 randomly selected customers contacted via email between October 2024 and September 2025, revealed striking differences between the highest and lowest-rated stores. With an impressive 11-point gap separating the leaders from the laggards, industry experts suggest this disparity reflects fundamentally different business philosophies. As Forrest Morgeson, Associate Professor of Marketing at Michigan State University and Director of Research Emeritus at the ACSI, observed, “This striking gap in satisfaction should serve as a wake-up call for brands to rethink what truly drives loyalty today. The brands rising to the top are doing more than just selling coffee and snacks—they’re building communities inside their stores.” The study further emphasized that as in-store sales continue to outpace fuel revenue and digital tools become standard offerings, the most successful brands will be those investing in “quality, innovation, and authentic connection.”
The numbers tell a compelling story of shifting consumer preferences. Kwik Trip surged to the top position with a remarkable score of 84, representing an 8% improvement from the previous year’s performance. Last year’s champion Wawa maintained its strong showing with an unchanged score of 82, tying for second place with Sheetz, which improved by 4% year-over-year. Completing the top five were QuikTrip (80) and a tie between Buc-ee’s and newcomer Love’s (both scoring 79). At the opposite end of the spectrum, ampm struggled significantly with a disappointing score of 73, highlighting the consequences of failing to adapt to evolving consumer expectations. Perhaps most surprising was Casey’s General Stores’ performance—despite an aggressive expansion campaign, the chain experienced the largest satisfaction decline, dropping 5% to a score of 75.
The rankings offer valuable insights into what today’s convenience store customers truly value. The top ten was rounded out by Maverik, Meijer, Murphy USA, and RaceTrac (all scoring 78), followed by ExxonMobil (77). These results suggest that size alone doesn’t determine customer satisfaction, as both regional powerhouses and national chains found places among the leaders. What seems to unite the top performers is their ability to transform what was once considered merely a quick stop for gas and snacks into a genuine community space that offers quality products and meaningful interactions. This evolution reflects broader changes in American shopping habits, where convenience increasingly encompasses not just speed and accessibility but also experience and connection.
The ACSI study also revealed interesting patterns in how different customer segments interact with convenience stores. Reward program members consistently reported higher satisfaction with their overall store experiences compared to non-members, suggesting that loyalty initiatives are successfully enhancing customer relationships. Additionally, digital engagement is becoming increasingly important, with one-third of respondents (34%) reporting that they had used their preferred store’s mobile app. This significant digital adoption rate indicates that convenience retailers must continue investing in technology while maintaining the personal touch that defines the in-store experience. The most successful chains are finding ways to balance these seemingly opposing priorities, using digital tools to enhance rather than replace human connections.
As the convenience store industry continues to evolve, the ACSI findings highlight a fundamental shift in what drives customer loyalty. The era of bare-bones gas stations with minimal amenities appears to be fading, replaced by thoughtfully designed spaces that cater to a wider range of needs and desires. Kwik Trip’s ascension to the top spot exemplifies this transformation—rather than competing solely on location or price, the chain has cultivated an atmosphere and service standard that makes customers feel valued and welcomed. For competitors hoping to challenge for the crown in future years, the message is clear: convenience is no longer just about saving time; it’s about creating experiences that enrich customers’ days and foster genuine connections. In this new landscape, the stores that understand the emotional component of convenience shopping will continue to thrive, while those focused merely on transactions risk falling behind.
