ACSI: Kwik Trip, Wawa, Sheetz top latest C-store satisfaction index
Consumers’ preferences towards certain convenience chains have shifted in just the last year.
Overall customer satisfaction with convenience stores remains the same as a year ago, with a score of 76 (out of 100), according to the American Customer Satisfaction Index’s (ACSI) 2025 Convenience Store Study. However, some chains are making inroads with customers.
ACSI’s survey found that Kwik Trip leads the industry after growing 8% to a score of 84. The group says the chain deploys a food-focused model to draw in more visitors and cater to a wide range of customer preferences. Last year’s leader, Wawa (unchanged at 82), now sits in a second-place tie with Sheetz, which improved 4% year over year.
QuikTrip (down 1% to 80), Buc-ee’s (down 1% to 79), and ACSI newcomer Love’s (79) are next on the 2025 list. Maverik and Meijer debuted with ACSI scores of 78, same as Murphy USA (down 3%) and RaceTrac (up 3%).
Near the low end of the industry, Casey’s General Stores saw the largest satisfaction decline compared to last year, down 5% to 75, amid a significant expansion campaign. BP dropped 4% to 74, tying QuikStop and just ahead of Ampm, which finished last with an ACSI score of 73.
ACSI noted that the 11-point gap between the highest and lowest ratings reveals a high degree of variability in the customer experience, with stores providing a “broad range of quality food and beverage options in a clean and convenient setting” faring well and those offering a more "basic experience" on the lower end.
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“This striking gap in satisfaction should serve as a wake-up call for brands to rethink what truly drives loyalty today,” said Forrest Morgeson, associate professor of marketing at Michigan State University and director of research emeritus at the ACSI. “The brands rising to the top are doing more than just selling coffee and snacks. They’re building communities inside their stores. As in-store sales outpace fuel and digital tools become table stakes, the brands that will win are those that double down on quality, innovation, and authentic connection.”
Mobile apps and rewards programs are key drivers of satisfaction for consumers. ACSI found that roughly a third (34%) of respondents said they have used a convenience store’s mobile app. That figure jumps to 60% among loyalty rewards program members. Guests' opinions on mobile app quality (84), app reliability (82), and mobile order pickup effectiveness (82) all improved 3%-4% year over year.
Although mobile app adoption rates for convenience stores remain lower than those observed in quick-service restaurants or travel industries, ACSI’s survey results suggest that convenience store app usage is steadily increasing among customers for their primary store.
ACSI’s report also found that rewards members (79) are far happier with their overall store experience than nonmembers (74). Most customer experience metrics are five or more points higher for rewards members than for nonmembers, with some brands seeing even greater differences.
Other critical aspects such as perceived value, customer retention, and the likelihood to recommend the brand to others are significantly higher among rewards members. Rewards members are visiting their stores more frequently than nonmembers (64% at least weekly compared to 45%), according to the survey.
“Many convenience stores offer the same or similar items, so brands must look for ways to distinguish themselves,” added Morgeson. “Those that lean into the successful aspect of their rewards programs can drive customer satisfaction and keep their loyal customers happy.”
The ACSI Convenience Store Study 2025 is based on 8,601 completed surveys. Customers were chosen at random and contacted via email between October 2024 and September 2025.
