A 2015 Technomic survey of regional and national c-store names seems to fortify the consumer perception of Circle K as a middle-of-the-road brand. The Chicago-based research firm asked consumers to rate c-stores on qualities ranging from cleanliness to “brand fit and loyalty.”
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Food and Beverage Ranking
1. Wawa: 51.1%
2. Rutter's Farm Stores: 49.5%
3. QuikTrip: 48.9% ...
16. Circle K: 37.2% ...
21. 7-Eleven: 34.8%
Brand Fit and Loyalty Ranking
1. Rutter's Farm Stores: 31.6%
2. Wawa: 30.0%
3. QuikTrip: 29.4% ...
18. 7-Eleven: 20.4% ...
19. Circle K: 20.2%
Source: Consumer Brand Metrics 2015 data, Technomic Inc.
Note: CSP’s parent company, Winsight, Oakbrook, Terrace, Ill., purchased Technomic in 2015.
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