Through billboards, banners and full-page newspaper ads in the Philadelphia area, Wawa will alert customers to be on the lookout for credit surcharges and draw attention to a price structure that can be confusing. The campaign will explain that at Wawa, gasoline is always the same low price whether a customer pays with credit and cash, so the pricing structure is always competitive and straightforward.
"At Wawa we are committed to simplifying the lives of our customers, and in some cases, this means making concepts as easy to understand as possible," said Howard Stoeckel, Wawa's president and CEO. "We realize people might not be aware that they are paying more for gasoline when using credit and that retailers may be advertising their cash price, not the price customers will actually pay if they use a credit card. We are encouraging people to pay attention to the fine print, and let all customers know that at Wawa you always get gas for the same low price, whether paying with cash or credit."
Wawa has a long history of avoiding surcharges going back to 1995, when the first ATMs were installed in stores, and Wawa refused to apply an upfront surcharge to its customers.
"We believe in pricing that is fair and simple to understand, which is consistent with our core purpose and our core values," said Stoeckel. "We will continue to be driven by our desire to delight our customers by providing the best pricing possible for fuel and other products that we carry, at prices you can trust."
For more on Wawa's Prices You Can Trust campaign,click here to visit Stoeckel's blog.
Wawa, a privately held company, operates more than 560 convenience stores in Pennsylvania, New Jersey, Delaware, Maryland and Virginia.
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