In late 2016, Wawa sold its 20 billionth gallon of fuel, only 20 years after it re-entered the gasoline business. Since then, the Wawa, Pa.-based chain’s fuel brand has built up a reputation for having the highest market efficiency among operators with 50 or more sites. Much of this strength is based on Wawa’s effort to be a “value leader” in all of its markets.
Depending on the market, this sometimes means having the lowest gasoline price—for example, in Florida, the beachhead of Wawa’s expansion efforts, the chain is known for below-market prices. But in its more mature Northeast markets, Wawa relies on its entire brand offer, highlighted by an industry-leading foodservice program, to be competitive. In fact, its price differential in 2016 was only 2.8 cents per gallon lower than the competition, according to OPIS.