Mystery Shop Part 2: The Results

By
Melissa Vonder Haar, Tobacco Editor

Abbey Lewis, Executive Editor

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While Cumberland Farms narrowly eeked out a win in this year's CSP/Service Intelligence Mystery Shop, all of the 10 convenience-store retailers included in the study achieved admirable highlights. Here's a look at who fared best in each of the survey categories.

Audits for the 2014 Mystery Shop were conducted from April 24, 2014, to June 4, 2014. All audits were carried out between 11:30 a.m. and 7:30 p.m., any day of the week. Mystery shoppers completed a survey following each visit, with each response receiving equal value. What follows is the list of chains shopped, and how often each chain was visited during the mystery shop.

Brands Shopped

 Number of storesNumber of time shopped
Cumberland Farms57499
Kwik Trip452104
Maverik26487
Nice N Easy Grocery Shoppes7868
Pump N Pantry1724
Rutter's Farm Stores6059
QuikTrip685121
Sheetz46698
Speedway1,48791
Thorntons17286

Overall Performance by Brand

For the first time, Cumberland Farms sits at the top of the list overall, edging out four-time winner Kwik Trip by four-tenths of a point.

BrandOverall score
Cumberland Farms95.0%
Kwik Trip94.6%
Maverik93.9%
Pump N Pantry93.6%
Rutter's Farm Stores92.8%

Interior and Exterior Cleanliness (Top finishers)

Were the pump island and its pumps clean?

Kwik Trip100%
Maverik100%
QuikTrip100%

Was all exteriorsignage in good condition?

Kwik Trip100%
Maverik100%
QuikTrip100%

Was the restroom clean?

Pump N Pantry100%
Rutter's100%
Cumberland Farms100%

Were all the lights you saw in the store working?

Nice N Easy100%
Rutter's100%
Speedway96.7%

Mystery shoppers say ...

“One pump island had dirt caked on the island. The diesel pumps were filthy.”

“Someone’s undergarments were left in the stall.”

“A nice consideration ... was two immaculate water bowls for canines.”

CONTINUED: Food Combo Deals, Fountain Drinks, More ...

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