BRAND RESEARCH

Julie Glazer, Jake Landmesser, Nate Stauffer, Sarah Walsh

1 PRESENTATION SLIDES

2 FINAL SURVEY: GOOGLE FORMS

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6 http://goo.gl/forms/mPm8LTkAWC SURVEY TABULATIONS

1. Are you 18 or older?

2. Are you currently employed?

7 3. In the past 30 days, have you shopped at a ?

4. How often do you eat out during the week?

8 5. When you only need to buy a few grocery items (Milk, eggs, bread) where would you typically go?

6. Which products do you purchase most often from convenience stores? (Check all that apply)

9 7. In the past 30 days, which of the following stores have you made a purchase from? (Check all that apply)

8. Please only check THREE of the following characteristics that are important to you when shopping:

10 9. Please list the brand name of each mascot (along with the correlating number) in the box below. Complete only the ones you know.

11 10. When I need to go to a convenience store, I go to the closest one (Please select the one that applies)

11. In a short answer, please respond to the following question: Would you sacrifice going out of your way to a convenience store if it was the best one in the area? (Yes/No and Why)

12 12. Please check the following * brand* products that you have purchased in the past two weeks. (Check all that apply)

13. If Wawa created a brand mascot, I believe more people will notice the company. (Please choose the answer that best applies)

13 SURVEY TABULATIONS

14. Please check all the apply - I follow Wawa on:

15. Wawa’s Made-to-Order feature sets Wawa apart from the other convenience stores in a positive way.

14 SURVEY TABULATIONS

16. Please rate your overall satisfaction with your experience with Wawa by choosing the appropriate image below.

17. What is the average amount of money you spend during a visit to Wawa?

15 18. Please check your gender

19. I fall into the following age group:

16 20.Please check the box that fits your level of education

21. My occupation is:

17 22. Please list any comments, questions, concerns, or recommendations about Wawa in the box below.

18 FOCUS GROUP

Introduction: Welcome, and thank you all for being a part of this focus group study. My name is Nate and I will be facilitating and recording today’s discussion. Today we will be talking about convenience stores. I look forward to hearing what each of you have to say, and encourage an open and comfortable environment of truthful conversation. Please remember that this is a group discussion of different people and experiences, and therefore are no wrong answers. All of your answers are very valuable to us, and over the next hour hope to gain understanding and insight from the information you provide.

(Participants must pass screener before being considered for the focus group.) Screener Questions: 1. Are you above the age of 18? 2. Do you reside primarily in the northeast? 3. Have you used a convenience store at least once a month for the past 6 months? 4. Are there any Wawa stores in your area/surrounding area? a. If so, have you shopped there in the past 6 months?

If you answered “no” to any of the above questions, I am sorry, but you do not qualify to be a part of this focus group. Thank you for your time.

1. Let’s begin with talking about your daily lives. Between work, school, family, etc., give a rundown of your day, including elements that you feel are most important to your day. • Waking up and getting started on the day. Rigid daily schedules: class, work, eating, sleeping, exercise. • Food: Grocery shopping/make own food, dining center, , close and convenient, convenience style stores

a. Think about what you chose to include in your description verses what you chose to leave out. Are there aspects/parts of your day that you value more than others? Tell me about these things and why they are crucial to you. • Taking time to rest • Fast service, time is important • Sustaining/quality • Convenience • Cost: cheap

2. What is your mode of transportation? What impact does this have on you obtaining the things you need? • Walking, biking, driving. • Some of those without vehicles feel they are limited on how far they can go and therefore the places they can shop/eat.

19 3. Where are some of the places you shop for the things you use throughout your day? Please explain why these places are important to you. • Dining halls, food trucks, grocery store, pharmacy. • Location, convenience, quickness, and cost are of utmost importance.

4. What are some of the things that you need and take the time to get throughout the day? Why do you feel you need these things? • Essential daily items: toothpaste, deodorant, etc. gotten from convenience stores. • Closeness and convenience trumps costs for essential items (excluding food). • “What makes me happy” - focusing on positives to eliminate stress. • Friends/family time - to eliminate stress.

5. How many of your daily necessities can you purchase from a convenience store? Do you use convenience stores to obtain these things? Why or why not? (If not, as why and where they do.) • Many necessities can be purchased but are cheaper elsewhere. • Savings cards from other stores influence purchases to be made there. • Coffee is preferred to be prepared rather than making it at home. • “If I am going anywhere and I need coffee I will always go to Wawa. It’s better quality.” • Others make coffee at home to save on cost/time.

6. What are you most concerned with when buying these products? (Price, quality, efficiency, etc.) Why? • Low price is important, pharmacy/ offer better savings cards than convenience stores. • “Quality needs to be high” - willing to pay more for better quality.

7. How often do you use convenience stores? What role do they play in a typical day? • Snacks and drinks a few times a week. • More inclined to make purchases when with other people. • Getting gas primarily, usually don’t go in unless hungry. • I will often stop and get snacks or food.

8. What are some things that are important to you when you purchase things at a convenience store? Why are these factors important to you? • Fresh ingredients • Customization options • Variety is important. • I purchase things I know that I like/am familiar with. • Quality is the most important. • Better tasting food.

20 9. Imagine that you walk into a convenience store. Where is the first place you go? What is your purpose there? (Food, beverage, gas, tobacco, restroom, etc.) • Hoagies/deli (made to order food). • Restroom, quality, clean, and accessible - most popular answer. • Beverages - latte, bottled drink. • Snacks

10. What are some of the convenience stores you shop at/have shopped at? What made you shop there? What caused you to keep shopping there or decide to shop somewhere else? Do you have one specific favorite? • Wawa, Redners, 7-11, campus convenience stores, , , • Gas, toiletries, groceries, drinks, snacks, bathroom, sandwiches • How good the place looks determines if customer will return. • Nice appearance, sense of security, comfort, cleanliness • “Bathrooms are a big deal”

*After they have given their responses, provide the following companies and attributes as ideas in the form of a discussion.

11. Which of the following attributes would you associate with each of the following convenience stores? Please feel free to provide your own responses and other convenience stores as well. “Wawa vs. Sheetz”

Sheetz: Name is not attractive, clean, open layout, quality, customization, partnership with Weis (points/discounts)

7-Eleven: “On the bottom,” looks junky, “I don’t really know where the food is coming from, and I don’t know if I want to know,” low quality, cheap, cheapest because it’s the worst quality, old, dirty

Wawa: Looks nice, clean, open layout, quality, customization, fresh, better quality, younger, superior food, expensive

Other: “I think you’re paying for what you’re getting.” - Quality vs. cost • “If there were a Sheetz and a Wawa sitting right next to each other I’d go to the Wawa.” • Possible attributes: Quality, convenience, efficiency, variety, customization, expensive, cheap, clean, etc. • Why did you categorize the companies the way you did? • Although similar, Wawa seems to be slightly superior in quality.

12. Imaging that all of the mentioned stores are a family of people. Who do you see as the head of the household? Which stores do you associate with being dominant or in control? How do they compare to younger members of the family

21 and how would they interact? Would they be friends with the same types of people? • Wawa is the parent (Mom), cool and relatable, head of the household • 7-11 is dominant figure because it is a bigger company • Wawa and Sheetz would fight as siblings, but would have the same friends because they attract the same kind of people.

13. How would you describe your experience with Wawa? How would you compare it to the previously mentioned stores? • “Never had a bad experience with Wawa.” • Wawa’s food was prepared faster than Sheetz. • 7-11 does not deliver as quality products or customer service as Sheetz and Wawa.

14. Why do you shop at Wawa? Explain. • Wawa has surcharge free ATMs • Clean and appealing • Order of cleanliness from best to worst: Wawa, Sheetz, 7-11 • Best quality food • Order of quality food from best to worst: Wawa, Sheetz, 7-11 • Best MTO options and customization • Location

15. Are there any specific benefits/drawbacks to shopping at Wawa? How do these factors affect the way you shop there? What about your experience there makes you feel this way? • Benefits: Best coffee, fast and efficient, high quality food, close proximity • Drawbacks: Does not have unsweetened iced coffee, too busy - long wait at times, does not have savings cards/partnerships

16. If you could improve one thing about Wawa, what would it be? Why would you choose this aspect? • Option to pay at the food ordering systems (efficiency) • Unsweetened iced coffee • Cheaper prices • More locations • Gas stations at every Wawa • Better customer service

Conclusion: This concludes the focus group. Thank you so much, we are very appreciative of your time and cooperation. Your insight is extremely valuable and effective to our study, and your answers are key to allowing Wawa to serve its customers to the best of its ability.

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