Affordability is a critical driver of reach, growth, and emotional connection, shaped by customer perceptions of prices, promotions, and loyalty rewards, spanning overall value, fuel, and meal occasions.

Walmart C-Stores, Murphy USA, and Safeway Express lead the Affordability pillar overall. Walmart tops perceptions of low prices, with Safeway and Murphy also performing strongly. Murphy distinguishes itself on gas price perception, while Safeway emphasizes promotions and holds the #1 position in loyalty programs.

Other notable performers include ARCO in gas prices and Kwik Trip in promotions. In meal price perception, the leaders are 76, Walmart C-Stores, and Sinclair Oil, underscoring how value in foodservice is becoming a battleground as convenience evolves beyond fuel.

Visibility goes beyond simply being seen. It’s about being part of the community and resonating with the whole family. Customer perceptions span ad recall, social buzz, appeal to kids, and local community connection.

Buc-ee’s, United Dairy Farmers, and 76 lead overall in the Visibility pillar. In the most important attribute, ad recall, Wawa takes the top spot, with Buc-ee’s close behind and performing strongly across all other elements, from social presence to family and community appeal.

On community connection specifically, Stewart’s Shops stands out as the clear leader, followed by Buc-ee’s and Hy-Vee, reinforcing the importance of local roots in building brand equity.