USA: Kwik Trip becomes consumers' favourite fuel retailer

Kwik Trip and BJ’s Wholesale Club are consumers’ favourite places to fill up their gas tanks, according to a new study by Market Force Information.

The study found that, even though most motorists still fuel up at traditional gas stations, grocers and big-box brands continue to be popular choices for their low prices and convenience.

For their recent trip to the pump, 71% visited a gas station, while 28% chose a grocer or big-box retailer. Additionally, while fuel prices are important, they’re not the only factor influencing a consumer’s choice of where to fill up – payment options, fuel quality, and the ease of entering and exiting are other key motivators.

“With drivers having so many options to choose from, gas stations and convenience stores must excel in areas beyond price, such as offering multiple payment options or specialty foods to attract loyal, repeat customers,” said Cheryl Flink, chief strategy officer for Market Force Information.

The study asked participants to rate their satisfaction with their most recent fueling experience and their likelihood to refer that brand to others.

After not earning enough votes in 2015 to make the list, Kwik Trip overtook Wawa this year to rank No. 1. QuikTrip and Wawa tied for second with 68%, and Sheetz, RaceTrac and Speedway rounded out the top five.

Wisconsin-based Kwik Trip (known as Kwik Star in Iowa) operates more than 400 locations in the Midwest and is undergoing rapid growth.

In the grocery and big-box category, BJ’s Wholesale Club took the No. 1 spot in this year’s study, an honour that went to Costco in 2015.