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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 www.gasbuddy.com/go.  

For budget-minded drivers, GasBuddy is the travel and navigation app that is used by more North American drivers to save money on gas than any other. Unlike fuel retailer apps, as well as newer apps focused on fuel savings, GasBuddy covers 150,000+ gas stations in North America, giving drivers 27 ways to save on fuel. That’s why GasBuddy has been downloaded nearly 90 million times – more than any other travel and navigation app focused on gas savings.