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2019 Mystery Shop: This Year's Leaders

CSP reveals the overall scores of its annual shopper analysis
Photography by Jeremy Charles

CHICAGO — In one of the narrowest finishes in the history of the CSP Intouch Insight Mystery Shop program, the spread between the top three brands was less than 1 percentage point. QuikTrip grabbed first place for the fourth time in the history of its participation of the mystery shop, followed by ExtraMile and Rutter’s (the latter of which was the winner of the 2017 and 2018 program).

The 2019 CSP Intouch Insight Mystery Shop was conducted through revealed but surprise audits as well as covert mystery shops from April 15 to May 17, 2019. The shops took place between 9 a.m. and 5 p.m. from Monday through Friday. In compiling the overall results, 60% of a brand’s score is based on the revealed audit, with 40% from the mystery shop.

In 2019, for the first time in the history of the program, no brand scored below 90% in the revealed audits.

A Close Finish

The 2019 CSP Intouch Insight Mystery Shop saw some of the tightest scoring among the top five brands in the program’s 15-year history. In some instances—for example, between Rutter’s and ExtraMile—the difference was only one-tenth of a percentage point.

With QuikTrip’s 2019 win, each of the top three brands have won the program twice in the past five years, says Cameron Watt, president and CEO of Ottawa, Ontario-based Intouch Insight, which conducts the mystery shop on CSP’s behalf. “The tighter scores and trend upward show the industry is executing at higher levels,” he says.

Take a look at our winner and the scores in each category:

QT's Smile Equation

Getting the Most From Employees

Cleanliness Counts

Fighting Friction

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