People Love Kwik Trip.
Why would one gas station have a line at the pump while another, offering the exact same product across the road, is almost empty? This question came to me as I stopped at a Kwik Trip while traveling over Memorial Day weekend.
Walking into a Kwik Trip isn’t just walking into a gas station; it’s an experience. People get excited when a new Kwik Trip opens near them, even tailgating and playing cornhole before the event. From the iconic green roofs to the shelves full of bananas, Kwik Trip’s brand identity is iconic in Wisconsin.
It may seem frivolous to go out of your way for a specific gas station. After all, gas is gas no matter whose pump it comes from. Yet many people, myself included, prefer Kwik Trip over any other gas station. It would be easy to credit my loyalty to their rewards program—every visit earns you discounts on fuel or snacks. However, my affinity for Kwik Trip started long before I signed up for the ‘Kwik Rewards Card.’
So, what is the real reason I, and so many other Wisconsinites, love the Kwik Trip brand?
Keys to Kwik Trips Success
Service: The workers are friendly and welcoming, always offering assistance and ALWAYS saying “see you next time.” This genuine hospitality makes every visit pleasant.
Consistency: Their stores, including the bathrooms, are always clean. The layout is nearly identical across locations, making it easy to find what you need quickly.
Quality: Kwik Trip offers delicious hot food that’s ready to grab and go. They also provide healthy options like fresh fruit, sandwiches, and salads. I often stop at Kwik Trip for lunch or a snack, even if I don’t need gas. Their vertically integrated food production at their headquarters in La Crosse, WI, ensures they have complete control over quality.
Shared Values: Kwik Trip aligns with the community. Midwesterners value hospitality, respect for the community, work ethic, and humility. They embody these values through their support of local nonprofits, schools, and public defenders. They are known for being great employers with empathetic management, generous bonuses, and a positive work environment.
Locations: With over 500 stores in Wisconsin alone, they have the best geographic locations of any gas station in the area. From the smaller stores near college campuses to large truck stops on I-90, each location serves a different target market. They use localization strategies to adapt each store slightly.
Glazers: Glazers.
Competitive Advantage
Any gas station can sell gas. The product is the same no matter where you buy it. What differentiates Kwik Trip is their best-in-class, consistent experience that resonates with their customers. This gives them an advantage in a highly competitive category.
I believe the Kwik Trip brand would be successful nationally if they can ensure service and product consistency on a large scale. Just as Culver’s has successfully brought Midwestern quality and values to the rest of the nation, Kwik Trip has the potential to do the same. I’m planning on writing a full post about Culver’s in the future. Check this page to see if it’s out.
Leave a Reply