This press release was originally published on the Ipsos website on July 28, 2026. View the original release here.

July 28, 2026 – Ipsos North America today released the Ipsos 2026 Channel Check-In | Fuel & C-Store Experience Study: a multi-dimensional evaluation of the gas station and convenience store landscape, and the brands delivering exceptional customer experiences within it.

Now in its fourth year, this exclusive report is produced by Ipsos in partnership with W. Capra using two complimentary data sources: an Ipsos survey of 1,500 U.S. adults who visited a C-store and/or Travel Center within the last week, and assessments by 1,700+ mystery shoppers from Ipsos’ mystery shopping practice, iShopFor Ipsos, who evaluated the customer experience maintained by 28 leading brands.

These benchmarks enable site operators, marketers and brand teams to identify pain points and develop competitive strategies that drive brand loyalty and share of wallet. The report also identifies standout performers for both forecourt and backcourt execution across both traditional C-Store and Travel Center formats:

• Wawa – Recognized as best overall brand, and best brand for the backcourt experience
• Maverik – Recognized for best brand for the forecourt experience

This year’s report finds that consumer decision-making at fuel stations is heavily influenced by non-negotiables including safety, cleanliness, and efficiency. High performance on these points encourages cross-shopping — channeling customers from a quick fuel-up to engaging with the convenience store — and can meaningfully boost sales revenue and profits.

“Whether you go to market as a company owned and company operated model or through branded wholesalers, the implications are the same. Execution beyond the forecourt matters, and giving consumers a valid reason to come into the C-Store drives greater brand loyalty,” said Brad Christian, Chief Commercial Officer, Ipsos Experience.

Forecourt safety and operations (operational pumps, seamless payment, clear lighting), restroom cleanliness, easy entry and egress, and clear price displays are among the key determinants of consumer satisfaction at the forecourt. Brands like Wawa that excel on these points tend to achieve higher customer loyalty and increased foot traffic in their C-Stores.

This year’s report also emphasizes the importance of restrooms as gateways to the C-Store, with cleanliness being a strong predictor of whether consumers will spend more time and money at the location, and a “dirty restroom” often cited as a reason not to return.

The report also highlights the importance of frictionless reward systems, finding that 57% of consumers value immediate discounts over loyalty points. This underlines the importance of meeting consumers where they are and simplifying the reward process.

Noting the value produced by measuring and monitoring consumer expectations, W. Capra Partner Mike Streams added: “Benchmarking customer experience is no longer optional – it’s a strategic necessity. This study gives retailers a clear look at where they excel, where they lag, and what matters most to shoppers across formats and missions.”

 

About W. Capra

W. Capra is the premier end-to-end consulting and services business – driving high impact customer-first business transformation – from high level strategy through implementation in every vertical served. Leveraging our breadth of industry expertise and innovative thought leadership, we collaborate with our clients to optimize operations, enhance customer experience, minimize risk, and achieve strategic business goals. As industry and technology evolve, so does our expertise and drive – and that keeps us at the cutting edge as we help clients navigate the complexities of today’s technology ecosystem and prepare for the new opportunities of tomorrow.

About Ipsos

Ipsos is one of the largest market research and polling companies globally, operating in 90 markets and employing nearly 20,000 people.

Ipsos’ passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. Our 75 business solutions are based on primary data from our surveys, social media monitoring, and qualitative or observational techniques.