Wawa and other c-stores outpace top QSRs in foodservice satisfaction, study says

Dive Brief:

Wawa was the top-ranked foodservice destination between Q3 2021 and Q2 2022 when it came to overall visit satisfaction, outpacing popular QSRs and other c-store chains, according to a new competitive brand ratings report from market research firm Technomic.
Besides Wawa, c-stores in general performed well, with the “c-store average” ranking ahead of QSRs in “overall satisfaction” as well as other areas that rated the food, location and service of the establishments, according to the report.
C-stores outperforming QSRs in various foodservice areas highlights the industry's increased focus on selling premium prepared foods as a means to meet consumer needs outside of fuel.

Dive Insight:

Behind Wawa in the “overall satisfaction” rankings were TravelCenters of America, the “c-store average” score, and Pilot — all of which outpaced Taco Bell, Burger King and McDonald’s in the category.

Beyond dominating in the “overall satisfaction” category, Wawa came in second place in every category in which consumers were asked to rate their recent foodservice visits. It got the second-most “very good” ratings in food taste and flavor; food quality; convenient location; order accuracy; friendly service; and kitchen/food prep area cleanliness, if visible.

Chick-fil-A placed first in those categories, but Wawa outperformed Wendy’s, Burger King and McDonald’s, as well as 7-Eleven, Circle K and the average c-store, according to the report.

Technomic’s quarterly brand-tracking program analyzes 140,000 consumer foodservice visits annually for c-store, restaurant and grocery brands, based on 700 recent guest visits per brand. The program helps foodservice operators learn their strengths and weaknesses; monitor competitors; understand consumers’ characteristics; pinpoint what drives visits and purchases; and more.

At this point, c-stores outperforming fast-food joints in various foodservice metrics shouldn’t be much of a surprise, as the convenience store industry has focused on competing with the sector for some time now. According to a recent report from Bluedot, U.S. consumers perceive convenience stores to be on par with quick-service restaurants, and 59% said they consider purchasing a meal from a c-store when stopping for fast food.