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Wawa’s Coffee Deal Captured Largest Uplift in Foot Traffic in Convenience Retail Store Category on National Coffee Day

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Offering free java to loyalty program members proved successful for Penn.-based retailer

Gas stations and convenience stores seized a marketing opportunity with National Coffee Day on Sept. 29. Across the nation consumers enjoyed free or close-to-free, hot, cold, flavored, or unflavored coffee. Today we reveal whose coffee deals brought in the most caffeinated consumers during the holiday.

Our data found that on Sept 29 the average visits per station at Wawa locations nationwide increased 8.4 percent when compared to the previous week, nearly six percent more than the five other retailers included in the study. The deal: members of the Wawa Rewards program received a coupon for a free coffee.

“This shows the importance of loyalty. Anyone can offer a free cup of coffee, but Wawa has created a huge base of loyal customers who can be mobilized with fun and relevant offers,” said Frank Beard, convenience store and retail trends analyst at GasBuddy. “Of course it doesn’t hurt to have quality foodservice. In GasBuddy’s recent study, Wawa captured the top spot for best gas station coffee in six states.”

The runner up was Wawa’s friendly rival, Sheetz. The average visits per station at Sheetz locations nationwide increased 3 percent when compared to the previous week. Sheetz offered free cold brew for anyone who ordered through the Sheetz app.

 

Brand

Percentage Change In Average Visits from Previous Week

The Deal

Wawa

8.4%

Members of the Wawa Rewards program will get a coupon for a free coffee. Additionally, non-members can get any size coffee for just a buck through October 14 at Wawa locations in New Jersey, Pennsylvania, Delaware, Maryland, Virginia, and Washington D.C.

When: September 29

Sheetz

3.0%

Free cold brew for anyone who orders through the Sheetz app. The offer is good for any size and any flavor cold coffee.

When: September 29

7-Eleven

2.9%

Buy a morning breakfast sandwich on National Coffee Day ($2) and get a free coffee.

When: September 29

Pilot Flying J

2.7%

Anyone with the myPilot app, can get a free coffee in any size. That includes cold brew.

Love’s

2.6%

All 24-ounce hot beverages will cost $1.

When: September 29

G&M

1.9%

Stop in and grab a small coffee for 25 cents.

When: September 29

To learn more about GasBuddy’s location and footfall insight capabilities, visit business.gasbuddy.com.  

GasBuddy is a company that connects drivers with their Perfect Pit Stop. As the leading source for crowdsourced, real-time fuel prices at more than 150,000 gas station convenience stores in the U.S., Canada and Australia, millions of drivers use the GasBuddy app and website every day to find gas station convenience stores based on fuel prices, location and ratings/reviews. GasBuddy’s first-of-its-kind fuel savings program, Pay with GasBuddy, has saved Americans more than $4.5 million at the pumps since its launch in 2017.