DALLAS -- If there’s any doubt that convenience stores are gaining ground with consumers beyond low price and convenience, the results of a new study proves otherwise, as consumers say Wawa’s service is superior to that of full-service chain Fleming’s Prime Steakhouse and more than 600 other restaurant chains.
As reported by CSP's sister publication Restaurant Business, recent analysis of social media released by Dallas-based White Box Social Intelligence shows that Wawa is more likely to meet consumers’ service expectations than all 619 restaurant brands that the research company monitors on a consistent basis.
Closest to Wawa in positive service evaluations was Papa Murphy’s, followed by Seasons 52, Fleming’s and Wienerschnitzel. Wawa was also one of the brands that scored high in customers’ intention to return, with only Qdoba and Carvel ranking higher.
The information forms a new monthly benchmarking report from White Box’s parent company, TDn2K, the source of People Report and Black Box Intelligence data. The Restaurant Guest Satisfaction Snapshot scores chains on five attributes: service, food, propensity of customers to return, beverage and value.
Wawa’s top rating on service was a surprise, said Victor Fernandez, executive director of insights and knowledge for TDn2K. “It all depends on expectations, whatever the expectation of what good service is,” he said. “Obviously people expect something different from Wawa than they do from Fleming’s.” But they’re more likely to have those expectations satisfied at the c-store chain, he said.
The data also show consumers’ intentions of visiting the monitored restaurant chains have continued to wane, by a hefty 6.4%, and that they believe the food quality of those brands has slipped by 1.2% from a year ago.
The 1.2% dip in consumers’ estimation of chains’ food quality was also a surprise, Fernandez said. It could be the result of two persistent factors, he said.
“One is, the food quality is slipping and guests are noticing; somehow things are not as good,” he said. “Or, are guests becoming a little more strict in their expectations? Are they expecting a little more than they were a year ago?”
One of the more dramatic data points in the April Restaurant Guest Satisfaction Snapshot is the indication that consumers’ intent to return to restaurants fell 6.4%.
Fernandez’s explanation: “There are way too many options out there. You have the same dollars, but now there are four places instead of three around you.” And one of those potential choices could be Wawa or another c-store chain. “Those are very viable options now.”
He also notes a change in the consumer psyche. “Exploring is the name of the game now,” Fernandez said. “Before, it was easy to go to the places you knew and liked. Now with social media and all those other places, it’s easier to find new places.”
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