Grading the Circle K Brand

Scott Hartman, President of Rutters USA and mentioned in the article below will be a presenter at the AACS Convenience Leaders Summit on 17th August 2016 in Melbourne….register now.
March 2016
Circle K: Building a Global Bland?

3/3/2016
CSP MAGAZINE
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.”

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%
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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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