Ipsos releases the 2026 Channel Check-In ꟾ Fuel & C-Store Experience Study

Ipsos North America today released the Ipsos 2026 Channel Check-In ꟾ 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.

“Today's on-the-go consumers make split-second decisions at 55 mph, choosing a station based on visible pricing, brand trust, and the promise of a safe, clean, convenient stop. But winning the initial stop is only half the battle; the real opportunity lies in what happens next,” 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.”

Brands seeking to understand how the industry performed and what actions they might take to upgrade their offers can schedule a complimentary review of the study results by contacting Brad Christian at [email protected].

About the Study

Ipsos conducted a consumer survey of 1,500 respondents aged 18-75, all of whom had previously visited a convenience store or travel center within the past week, aiming to understand their preferences and expectations for an onsite visit and engagement. Leveraging these insights, Ipsos performed a key driver analysis to outline those operational and experiential attributes, which were configured into measurable performance attributes.

Subsequently, Ipsos deployed approximately ~1,700 mystery shoppers across the retail network of 28 brands (between 40 and 75 mystery shops each), assessing how effectively each brand delivered on those operational standards. The findings of this study reflect the opinions and perceptions of survey participants and the observations gathered by mystery shoppers.

About the Channel Check In ꟾ Fuel & C-Store Experience Study Awards

Each brand included in the Ipsos Channel Check In ꟾ Fuel & C-Store Experience Study received scores reflecting their delivery on operational and experiential standards, grouped into two key assessment categories: Forecourt Experience, Backcourt Experience. From there, Ipsos recognized the overall and by-format top performers with an award. Those awards were as follows:

• Best Brand – Overall Experience: This award recognizes the brand achieving the highest overall score across all performance categories, calculated using a weighted average based on the mystery shop scores. The brand outperforming the mean score across participating brands is deemed the overall winner.
• Best Brand – Forecourt: This award recognizes the brand achieving the highest overall score across the performance categories noted in the fueling experience, calculated using a weighted average based on the mystery shop scores. The brand outperforming the mean score across study-targeted c-stores brands is deemed the overall category winner.
• Best Brand – Backcourt: This award recognizes the brand achieving the highest overall score across the performance categories noted on the in-store experience, calculated using a weighted average based on the mystery shop scores. The brand outperforming the mean score across study-targeted c-stores brands is deemed the overall category winner.