foot traffic report - gasbuddy · 2019-03-22 · safeway, sam’s club and smith’s. cumberland...

FOOT TRAFFIC REPORTfor the fuel & convenience retailing industry

Q2 2018

Q2 2018 FOOT TRAFFIC REPORT

FOOT TRAFFIC REPORTQ2 2018

GasBuddy examined more than 24.3 million consumer visits to fuel and convenience retailers between April 1 and June 30, 2018. This data provides actionable insights into consumer behavior and the factors that influence foot traffic.

HIGHLIGHTS:

Costco Claims the Top SpotWashington-based Costco captured the most foot traffic per station of any brand in any category—more than five times the industry average. Costco and additional big box and grocery brands captured the highest average footfall traffic in 13 U.S. states in Q2, only one fewer state than last quarter. Brands include Dillon Stores, Fred Meyer, King Sooper’s, Kroger, Safeway, Sam’s Club and Smith’s.

Cumberland Farms and Wawa Tie for #1 in the Most StatesWawa ties with Q1’s top brand, Cumberland Farms, in capturing the highest average footfall traffic in five states. Costco and Pilot capture the highest average foot traffic in four states, while Kroger and Speedway tie for the highest average foot traffic in three states.

T.G.I.F.Friday at 5pm was the busiest time for fuel and convenience brands in Q2, followed by Friday from 12-4pm. Busiest days include Friday (1), Saturday (2), Thursday (3) and Wednesday (4).

Quality Experiences Drive More VisitsToday’s consumers seek quality retail experiences. Stations with above-average ratings in the GasBuddy app attracted more visits than the industry average, and those with below-average ratings experienced comparatively less foot traffic. The largest gap was seen with outdoor lighting ratings. Stations with above-average outdoor lighting captured approximately 35% more traffic than their below-average counterparts.

Travel Brands Experienced Significant Uplift During Memorial DayMany Americans took to the roads for Memorial Day road trips. Hotels saw the largest increase in footfall from roadtrippers as the overall category experienced a 100% uplift in visits compared to the prior weekend. Comfort Inn took the top spot, followed by Holiday Inn and Hampton Inn. Casual dining experienced a 33% uplift with Cracker Barrell, Denny’s, and Applebees in the Top 3.

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FOOT TRAFFIC RANKINGSWhich brands captured the highest average footfall per station?

GasBuddy examined more than 24.3 million consumer trips to gas stations and convenience stores in Q2 2018. The following brands attracted the highest average footfall within their respective categories.

The Rankings

● 1,000+ locations

● 250 - 999 locations



MethodologyThe footfall ratio equals average footfall per location / average footfall for the industry. A brand on par with the industry average would have a ratio of 1.0.

Q2 2018 FOOT TRAFFIC REPORT 2



Speedway

ARCO

Circle K

Murphy USA

7-Eleven

Shell

76

Marathon

Mobil

Chevron

1

2

3

4

5

6

7

8

9

10

2.40

1.72

1.52

1.35

1.28

1.01

1.00

0.96

0.92

0.92

TOP 101,000+ Locations

3

▲1

▲1

▼2

▲1

▼1

▲1

▼1

NEW!

Data from April 1 - June 30, 2018▲▼ Change from Q1 2018


Costco

Pilot

Sam’s Club

Kroger

Love’s

Wawa

Sheetz

RaceTrac

QuikTrip

Safeway

1

2

3

4

5

6

7

8

9

10

3.36

5.19

3.02

3.02

2.99

2.60

2.47

2.11

2.10

1.73

4

TOP 10250 - 999 Locations

▼2

▲1

▲3

▼2




Thorntons

Meijer

United Dairy Farmers

Family Express

Flying J

GetGo

BellStores

Duchess

BJ’s

Smith’s

1

2

3

4

5

6

7

8

9

10

4.21

3.42

3.32

3.30

3.03

2.83

2.64

2.38

2.22

2.11

5


NEW!

▲2

▼1

▲3

▼2

▲1




Ricker’s

Buc-ee’s

Lassus Handy Dandy

On The Run

J&H Family Stores

Road Ranger

PS Food Mart

MotoMart

Dillon Stores

Rotten Robbie

1

2

3

4

5

6

7

8

9

10

3.88

3.15

2.37

2.30

2.16

2.01

1.71

1.59

1.20

1.07

6


▲1

▼1

▲1

▼1




FOOT TRAFFIC RANKINGS BY STATEWhich brands captured the highest average footfall in each state?

Results based on brands with a minimum of 20 stations per state; average footfall = total footfall/number of stations.

WESTAK Holiday

AZ QuikTrip

CA Costco

HI 76

ID Maverik

NV Smith’s

OR Fred Meyer

UT Smith’s

WA Costco

CENTRALCO King Soopers

IA Kwik Trip

KS Dillon Stores

MN Kwik Trip

MO On The Run

MT Town Pump

ND Casey’s

NE Bucky’s

SD BP

WY Maverik

SOUTH CENTRALAR Kroger

LA RaceTrac

NM 7-Eleven

OK Love’s

TX Costco

MIDWESTIL Thorntons

IN Pilot

KY Pilot

MI Kroger

OH Sam's Club

WI Speedway

SOUTHEASTAL MAPCO

FL Costco

GA Pilot

MS Kroger

SC Pilot

TN Speedway

NORTHEASTCT Cumberland Farms

DC Exxon

DE Wawa

MA Pride

MD Wawa

ME Cumberland Farms

NC Sheetz

NH Cumberland Farms

NJ Wawa

NY Speedway

PA Wawa

RI Cumberland Farms

VA Wawa

VT Cumberland Farms

WV Sheetz

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QUARTERLY FOOT TRAFFIC REPORT

WHEN DO GASBUDDIES VISIT GAS STATIONS?Location data from Q2 2018 reveals that Friday afternoon and early evening were especially busy for fuel and convenience retailers. Saturday at noon rounded out the Top 5 busiest days and times.

Are Your Stores Visible Wherever Consumers Search?Customers are apt to prioritize time-savings when purchasing fuel on busy Friday afternoons and early-evenings, and many will rely on mobile apps and in-dash navigation systems to locate the most convenient options. It’s essential for your brand to be visible with accurate information no matter where customers search, otherwise this leads to missed opportunities for sales. .

Similarly, many consumers from summer travelers to Uber and Lyft drivers treat digital listings as the new front door. When running low on fuel in unfamiliar areas or driving during times of high traffic, they rely on this technology to locate their perfect pit stop. The Listings Management solution from GasBuddy Business Pages can ensure visibility no matter where they search—GasBuddy, Google Maps, Waze, in-dash navigation systems, and more. For additional information, visit business.gasbuddy.com or email [email protected]. .

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Day 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23Grand Total

Sunday 0.16% 0.11% 0.08% 0.06% 0.05% 0.07% 0.11% 0.19% 0.33% 0.50% 0.68% 0.83% 1.02% 1.01% 0.96% 0.92% 0.87% 0.83% 0.73% 0.58% 0.45% 0.32% 0.22% 0.15% 11.23%

Monday 0.11% 0.08% 0.06% 0.06% 0.08% 0.17% 0.32% 0.52% 0.61% 0.67% 0.76% 0.93% 1.08% 1.02% 1.00% 1.06% 1.10% 1.10% 0.91% 0.67% 0.50% 0.36% 0.24% 0.16% 13.57%

Tuesday 0.10% 0.07% 0.05% 0.05% 0.09% 0.19% 0.36% 0.60% 0.68% 0.71% 0.78% 0.95% 1.10% 1.03% 1.02% 1.09% 1.15% 1.18% 0.98% 0.73% 0.54% 0.40% 0.26% 0.17% 14.28%

Wednesday 0.10% 0.07% 0.06% 0.06% 0.09% 0.19% 0.37% 0.61% 0.69% 0.71% 0.78% 0.95% 1.11% 1.04% 1.02% 1.09% 1.16% 1.20% 1.01% 0.76% 0.58% 0.41% 0.27% 0.18% 14.48%

Thursday 0.11% 0.08% 0.06% 0.06% 0.09% 0.19% 0.38% 0.62% 0.71% 0.73% 0.80% 0.98% 1.14% 1.06% 1.04% 1.11% 1.17% 1.21% 1.02% 0.77% 0.58% 0.43% 0.29% 0.19% 14.82%

Friday 0.12% 0.08% 0.07% 0.06% 0.09% 0.19% 0.38% 0.64% 0.73% 0.78% 0.89% 1.08% 1.25% 1.19% 1.18% 1.25% 1.31% 1.32% 1.16% 0.90% 0.69% 0.53% 0.38% 0.27% 16.54%

Saturday 0.17% 0.12% 0.09% 0.07% 0.07% 0.11% 0.19% 0.33% 0.54% 0.79% 1.00% 1.16% 1.23% 1.20% 1.16% 1.12% 1.07% 1.04% 0.97% 0.81% 0.66% 0.52% 0.39% 0.28% 15.07%

Grand Total 0.88% 0.60% 0.47% 0.42% 0.57% 1.11% 2.10% 3.51% 4.28% 4.90% 5.69% 6.87% 7.92% 7.54% 7.37% 7.65% 7.83% 7.88% 6.77% 5.24% 4.01% 2.96% 2.05% 1.39% 100.00%

Numbers represent the percentage of weekly foot traffic

https://go.gasbuddy.com/Business_Pages

mailto:[email protected]


CATCH THEM WHILE YOU CANDuring Q2 2018, more than half (52%) of visits to gas stations

and convenience stores lasted for under 5 minutes.

5 minutes or less 52.03%5 - 10 minutes 27.66%10 - 15 minutes 9.11%15 minutes or more 11.19%

TOP 5 BUSIESTDAYS & TIMES

BUSIEST DAYS LEAST BUSY TIMESDURING WORK WEEK(Mon - Fri, 8am - 8pm)

5:00 PM4:00 PM3:00 PM12:00 PM

12:00 PM

FRI

SAT 8:00 PMWED

8:00 PMTHU

FRI

SAT

THU

WED

1

2

3

4

TUE

MON

SUN

5

6

7

8:00 PM8:00 AM

MON

8:00 PMTUE

RATINGS AND FOOT TRAFFIC How do above and below-average stations fare in terms of foot traffic? .

More than 2 million individual ratings were submitted by GasBuddy users in Q2 2018. This real-time consumer feedback not only provides retailers with insight into the customer experience at their stores, but is reflective of the fact that today’s customers care about quality—and tend to vote with their feet. .

We conducted an analysis to determine how the foot traffic at stations with above and below-average ratings differs from the industry average.

Analysis: Today’s customers prioritize quality when choosing where to refuel or purchase snacks. Price and location matter, but they’re no longer the full story. With the nearest competitor sometimes across the street or a few blocks away, consumers have many choices and can avoid dirty, boring, and unexceptional stores. It’s essential to understand how customers perceive the experience at your stations, and this is done by monitoring real-time ratings and reviews. With an effective strategy in place, retailers can identify low-performing outliers, boost their brand’s reputation, and increase their market share.

Below-Average StationsAbove-Average Stations

11.24%

-16.95%

7.10%

-11.13%

9.92%

-14.15%

11.48%

-17.87%

1.49%

-2.39%

0.74%

-1.18%

CLEANLINESS RESTROOMSOVERALL OUTDOOR LIGHTINGCUSTOMER SERVICE COFFEE

Are you interested in obtaining these insights for your stations? The Reputation Management solution from GasBuddy Business Pages can help.

For more information, visit business.gasbuddy.com or email [email protected]


https://go.gasbuddy.com/Business_Pages


HotelsCategory uplift 100%

1. Comfort Inn ▲200%

2. Holiday Inn ▲150%

3. Hampton Inn ▲100%


Memorial Day Travel TrendsWhere do travelers stop to dine, sleep, and refuel during their summer road trips? .

Many drivers took to the roads for Memorial Day Weekend. GasBuddy analyzed the trips of long-distance travelers - those traveling 400 miles or more between May 25th and May 28 - to reveal key points of interest for summer road trippers. Hotels saw the largest increase in footfall from roadtrippers as the overall category experienced a 100% uplift in visits compared to the prior weekend. Check out all of the top moving brands across travel and dining categories below.

Auto RentalCategory uplift 40%

1. Budget ▲100%

2. Enterprise ▲50%

3. Hertz ▲33%

DININGTRAVEL

Gain actionable insights about your customers and those of your competitors. Design targeted campaigns that drive consumers to your locations while they are on the road. Contact [email protected] for more information.

Casual Dining RestaurantsCategory uplift 33%

1. Cracker Barrel ▲100%

2. Denny’s ▲67%

3. Applebees ▲50%

Quick Service RestaurantsCategory uplift 35%

1. Dairy Queen ▲67%

2. Popeyes ▲67%

3. Jack in the Box ▲67%

Coffee ShopsCategory uplift 38%

1. Tim Hortons ▲67%

2. Dunkin Donuts ▲44%

3. Starbucks ▲38%

Results reflect the uplift from Memorial Day weekend (05/25 - 05/28) over the previous weekend (05/18 - 05/21)

Gas StationsCategory uplift 45%

1. Marathon ▲67%

2. BP ▲67%

3. Circle K ▲60%



About GasBuddyGasBuddy is a smartphone app connecting drivers with their Perfect Pit Stop™. GasBuddy is the leader in crowdsourced information to help drivers find the best gas prices, closest stations, friendliest service, cleanest restrooms, tastiest coffee and much more. GasBuddy is the leading source for the most accurate, real-time fuel prices at more than 140,000 gas stations in the U.S and Canada. The Company’s B2B Retailer Software-as-a-Service (SaaS), known as GasBuddy Business Pages, provide Fuel Marketers and Retailers their best opportunity to maintain their station information, manage their brand, and promote to their target consumer audience.

MethodologyFrom April 1 to June 30, 2018, GasBuddy analyzed location visit data at more than 100 fuel and convenience store brands across the United States to understand foot traffic trends, provide geo-behavioral and consumer insights, and identify the impact of key factors such as ratings and reviews on POI visits. To be considered a “visit,” a user must be within 30 meters of a fuel pump for between 2 and 30 minutes. .

GasBuddy works in collaboration with Cuebiq, a next generation location intelligence and measurement company, which leverages the largest database of accurate and precise location data in the U.S. to help marketers map and measure the consumer journey. Its leading data intelligence platform analyzes location patterns of 61 million monthly active U.S. smartphone users on over 180 mobile apps, allowing businesses to glean actionable insights about real-world consumer behaviors and trends. Cuebiq does not collect any personally identifiable information. Its privacy-sensitive methodology has earned the company membership status with the Network Advertising Initiative (NAI), the leading self-regulatory industry association dedicated to responsible data collection and its use for digital advertising. Cuebiq is headquartered in New York with offices in San Francisco, Chicago, Italy, and China. .

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foot traffic report - gasbuddy · 2019-03-22 · safeway, sam’s club and smith’s. cumberland...

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