WISCONSIN (CBS 58) -- When it comes to overall customer satisfaction, Kwik Trip has now taken first on the leaderboard. 

According to a press release by the American Customer Satisfaction Index (ACSI), as of 2025 Kwik Trip now leads the industry as the number one convenience store, surpassing last year's leader Wawa, after surging 8% to a score of 84. In second place, Wawa sits at an unchanged 82 tied with Sheetz. 

On the lower end is BP and ampm with ACSI scores of 74 and 73. 

ACSI says that the 11-point gap ultimately comes down to customer experience - stores providing a range of quality food and beverage as well as a clean and convenient setting scoring higher than those who offer a more basic experience. 

Forrest Morgeson, associate professor of marketing at Michigan State University and director of research emeritus at the ACSI, says in the press release that the gap "should serve as a wake-up call for brands to rethink what truly drives loyalty today." 

“The brands rising to the top are doing more than just selling coffee and snacks," said Morgeson in the release. "They’re building communities inside their stores. As in-store sales outpace fuel and digital tools become table stakes, the brands that will win are those that double down on quality, innovation, and authentic connection.”