LA CROSSE, Wis. -- For the third time in four years, Kwik Trip Inc. has taken the No. 1 rank in the CSP-Service Intelligence Mystery Shop, an annual study now in its eighth year.
The 410-store Midwest powerhouse--known locally for its dollar-Wednesday cheeseburgers, glazed doughnuts and fresh fruit with a special corner on bananas--reclaimed the title after dropping to second place behind last year's winner, Sheetz Inc., Altoona, Pa.
La Crosse, Wis.-based Kwik Trip's win was no small feat considering that about 100 stores within each of the nine targeted chains served these stealth shoppers, who at any moment would have been assessing pump-island cleanliness, clerk sincerity and what restrooms looked (and smelled) like.
After falling to No. 2 last year, Kwik Trip managers tweaked their own quality control criteria to match those of the CSP-Service Intelligence study, and like a laser beam, zeroed in on out-of-stocks, customer service and cleanliness with a vengeance.
Officials at Kwik Trip say its success is based on several unique, operational elements:
- An altruistic mindset. Vested in customer service from a position of both virtue and profitability, employees operate with a core value of "making a difference" in people's lives. It's a sensibility that guides everything from hiring to store behavior.
- A commitment to being better. Another value tied to operations is being better than the day before. Healthy competition between store teams and against larger chain goals keeps employees on the pulse of the store, looking for ways to execute better.
- A transparent path to profitability. Regular meetings from the district level down to store associates stress the strategies within the store. Foodservice goals, promotions and check-out times become moving targets that tie back to store profitability and ultimately take-home pay.
Of course, an almost unheard of benefit at Kwik Trip certainly helps: A whopping 40% of pre-tax profits goes back to employees. It's an unusual perk, even outside the c-store industry. And don't forget the employee ownership stake in all of Kwik Trip's real estate. For employees, it's icing on an already lucrative cake.
But John McHugh, director of communications for Kwik Trip, told CSP Daily News that these perks are only part of what drives employees. What's even more important is knowing that Kwik Trip's executive leadership is committed to the company's future and takes active, thoughtful steps to ensure sustainability.
The 2012 CSP-Service Intelligence Mystery Shop featured nine brands: 7-Eleven, Casey's General Stores, Kum & Go, Kwik Trip, Quick Chek, QuikTrip, Sheetz, Susser Holding's Stripes and Thorntons. Conducted from April 26 to June 6, 2012, shoppers began their reviews with pump islands, making forecourt observations and purchasing fuel. Then they went into the store where they made both outdoor and entrance observations. Inside, they visited the restroom, browsed the store and then made a purchase.
This year, the study included a larger section for mystery shopper comments, revealing a more visceral sense of what they thought. The study also included a section on availability of healthier foods.
Full results and a feature article on this year's winner can be found in the August issue of CSP magazine, or see “Related Content” below.
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