When chains like Wawa lead in food service, they get more people in the store, writes Chuck Ulie for CSP Daily News.
R.J. Hottovy, head of analytical research at Placer.ai, said convenience stores with the most foot traffic areas are also leaders in food innovation.
“What we’re seeing is that those chains that really invest behind food programs, food quality, making it easier to access through mobile ordering or pickup windows, and loyalty programs have really been big among the winners in terms of year-over-year visitation trends,” Hottovy said.
Food leaders like Wawa are also experiencing greater visits for breakfast and lunch, with customers staying longer.
Hottovy said the average dwell time for a gas station is 8 to 9 minutes.
In 2024, Wawa had a median dwell time of 11.4 minutes.
Longer dwell times correlate to overall retail sales. As customers spend more time in the store, “maybe waiting for a food item to be made, there is an opportunity to cross-sell or upsell,” Hottovy said.
These stores also generate loyal customers. Almost 90 percent of Wawa customers visited more than twice a month in 2024.
Read more about the impact of food service investment on customer visits and loyalty to Wawa in CSP Daily News.
