kwik trip revenue 2022

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Kwik Trip revenue

Kwik trip's revenue is $2.0 billion., what is kwik trip's revenue.

• Kwik Trip has 28,000 employees, and the revenue per employee ratio is $71,429.
• Kwik Trip peak revenue was $2.0B in 2023.

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Kwik trip competitors.

Kwik Trip's top competitor, Kroger, earned an annual revenue of $148.3B.

Kwik Trip's smallest competitor is PDQ Food Stores with revenue of $93.0M last year.

Kwik Trip Revenue FAQs

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Kwik Trip Highest Paying Jobs

• Assistant Manager jobs at Kwik Trip
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• Customer Service Leader jobs at Kwik Trip
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• Bakery Clerk jobs at Kwik Trip
• Customer Service Desk jobs at Kwik Trip
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• La Crosse, WI
• Kwik Trip Revenue

Zippia gives an in-depth look into the details of Kwik Trip, including salaries, political affiliations, employee data, and more, in order to inform job seekers about Kwik Trip. The employee data is based on information from people who have self-reported their past or current employments at Kwik Trip. The data on this page is also based on data sources collected from public and open data sources on the Internet and other locations, as well as proprietary data we licensed from other companies. Sources of data may include, but are not limited to, the BLS, company filings, estimates based on those filings, H1B filings, and other public and private datasets. While we have made attempts to ensure that the information displayed are correct, Zippia is not responsible for any errors or omissions or for the results obtained from the use of this information. None of the information on this page has been provided or approved by Kwik Trip. The data presented on this page does not represent the view of Kwik Trip and its employees or that of Zippia.

Kwik Trip may also be known as or be related to Kwik Trip, Kwik Trip Inc and Kwik Trip, Inc.

How a DIY business strategy led to Kwik Trip's explosive growth. 11.5 million people visit the stores every week.

If customers look hard enough, they'll find a tiny Easter egg on each bottle of milk at their local Kwik Trip.

It's a small, hard to see smiley face, a reproduction of a drawing that former President and CEO Don Zietlow drew during annual meetings when he announced the company's year-end results, future goals and the amount employees would receive through the company's profit sharing program. It also appears on bottles of tea, juice and other drinks.

The smiley face is a nod to Zietlow, who retired in 2022 , and to the company's employee-focused culture. But it's also an add-on that's only possible because of a business strategy Zietlow introduced more than two decades ago and continues to underpin the company's rapid growth.

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Known as vertical integration, it's a do-it-yourself strategy of controlling as much of the production, warehousing, distribution and sales as you can. In Kwik Trip's case, that's grown from a small bakery at the back of an early store to a production and distribution network that extends across six states from Kwik Trip's sprawling La Crosse campus.

The La Crosse operation includes a dairy, a bread bakery, a sweets bakery, a commissary that makes all of the chain's hot food items and salads, warehousing and a distribution center, food safety and quality assurance labs, offices, a call center and other backroom functions. It all operates seamlessly to send custom ordered shipments six days a week to 872 convenience stores in Wisconsin, Minnesota, Iowa, Illinois, South Dakota and Michigan.

One of the benefits of doing all of that food preparation and packaging in house: the dairy operation also makes its own plastic bottles, which allowed Kwik Trip to easily add Zietlow's smiley face.

"Don asked people to smile at every guest and ask them to come back. So he started drawing smiley faces on stage and that kind of became his signature, his trademark, the early part of his personal brand," said Carl Rick, Kwik Trip's training manager and a third-generation owner of the business.

A changing convenience-store business needed a new model

Kwik Trip began making sandwiches for its stores in the back room of a La Crosse location in the 1970s, and it bought a small dairy in Caledonia, Minnesota in 1981. The full embrace of vertical integration didn't really come until 2000, said John McHugh, Kwik Trip's vice president of external relations.

That's the year that Zietlow concluded the exiting model for convenience stores, based on sales of cigarettes, snacks, gasoline and household staples sold at "insult prices," wasn't a recipe for long-term success. Instead, McHugh said, Zietlow decided to focus on in-house food and drink production and cutting out the middle man as a way to overcome two traditional barriers to growing a convenience store business: cost and freshness.

"If you're having a third party deliver that loaf of bread and you're only doing a handful of loaves in a traditional convenience store, you have to charge so much for that loaf of bread to make it worthwhile that, in our industry, we have something called insult pricing – we have it and you need it, we're convenient, and you're gonna pay through the nose to get it," McHugh said.

Controlling production, storage and transportation reduces those costs and puts Kwik Trip prices on equal footing with grocery stores.

It also helps ensure freshness and food safety. In the case of milk, that means 24 hours from the dairy to the store shelf. For the company's signature Glazers donuts, it means delivery the same day they're made.

The result: customers know that they can get consistently fresh food items at a competitive price.

"Don knew that for us to be successful in our business model, you had to beat everybody on price, and you had to beat everybody on freshness, and that's where the vertical integration model comes in," McHugh said.

The success of the model can be seen in the shopping trends of Kwik Trip's 11.5 million weekly customers, he said.

"What happens now is, especially if you look at some of our small and rural markets, from 1 in the afternoon until 4, the demographic is people in their late 70s and 80s with grocery carts in our stores buying eggs, milk, butter, bread, onions, kind of thing," McHugh said. "People are just coming here for their their basic commodities."

The company does not make its annual sales public. However its profit sharing plan provides a glimpse into the its finances. Last year employees received about $200 million as their 40% share of Kwik Trip's pre-tax profit, which puts the company's annual profit at about $500 million.

Nearly 8,000 employees keep Kwik Trip stores stocked and the business humming

What began as a small food production operation in what is now the company's training center has grown to take up most of the company's sprawling 140 acre campus. Much of that growth has occured since 2017, when the company first tapped Wisconsin Economic Development Corp. Enterprise Zone tax incentives to fuel its expansion.

Since then, the company has spent more than $325 million to expand the operation and created nearly 1,800 new, full-time jobs, according to WEDC records.

WEDC Secretary Missy Hughes said that growth is all the more impressive because the company has maintained its employees-first focus and even doubled down by providing on-site child care and a health clinic in La Crosse.

"They're a model Wisconsin company, and their decision to continue to expand here is just a huge win for us," Hughes said.

Today, the La Crosse workforce includes:

• 700 production employees in the kitchen, also known as the commissary, who produce pizza, burritos, salads and take-home meals.
• 150 dairy workers who pasteurize and homogenize milk, package it and make ice cream.
• 320 people who make doughnuts on two lines: one dedicated to Glazers in the morning and Dunkers in the afternoon, the other focused on Bismarks and Long Johns, cookies, cinnamon rolls and other sweet treats.
• 117 workers in the bread and roll bakery.
• 600 drivers who handle deliveries to retail locations with a fleet of 350 tractors and 250 trailers.

Kwik Trip's plan for continued growth and expansion

The seamless system that gets products to the stores' shelves is a product of 20 years of growth, experimentation and learning, one that company leaders acknowledge would be hard to reproduce today.

"This whole process grew organically," McHugh said. "To re-establish our140-acre campus with everything that we have here, someplace else in the Midwest, would be cost prohibitive."

Kwik trip has more than doubled its retail stores in the past decade and keeping up with that growth required continued investment in all of the behind-the-scenes support operations.

The company recently announced plans to spend another $151 million to support its plan to continue to add about 50 new stores a year.

That includes a recently completed expansion of Kwik Trip's burrito production line to make up to 90,000 burritos a day, a new 40-foot production line for Dunkers and cake doughnuts and additional packaging automation in the sweets bakery and a cooler expansion in the dairy.

For the first time, Kwik Trip will move some of the La Crosse operation off campus by building a new distribution center in De Forest and renovating an office building in Onalaska that the company recently bought.

The office building will house training, accounting and operations support, including a 24/7 help line for the stores, which in turn frees up more space for other overcrowded office functions. In time, the current training center will likely be torn down for an expansion of the dairy, McHugh said.

That expansion is being aided by an additional $15 million in tax credits from WEDC. The credits are tied to completing the $151 million investment and creating more than 500 new jobs by 2027.

"What I love is Kwik Trip's commitment to Wisconsin and the Midwest. They clearly have confidence that they can continue to grow," Hughes said.

The De Forest distribution center will help Kwik Trip better support its stores in southeastern Wisconsin, McHugh said. The company plans to eventually set up two additional distribution centers to better serve Kwik Trip's retail expansion. Likely locations are in western Wisconsin near Twin Cities and in Iowa, he said.

"We think we can double our footprint of stores and still be able to service it with this campus and the satellite distribution centers, but after that I think we're going to have to start thinking about other logistic concerns," McHugh said. "First, maybe you do a dairy or a bakery - you can't just replicate this campus."

Tapping automation increases efficiency without cutting workforce

Automation has helped the company expand production, while the company's growth has ensured that the efficiencies robotics bring don't cost employees their jobs.

"We're going to spend a lot of money on automation in years to come not to create jobs, but to free up those people to do jobs that we need people to do," Rick said. "Nobody's going to get fired because the robot's doing a job. We're taking those manual jobs, those highly repetitive jobs, and we're going to use robots for that. And that frees people up to do more, a different line of work."

Keeping the existing workforce is critical for a company expects to hire 500 more workers in a competitive regional labor market. Opportunities for career advancement and personal growth, and the company's commitment to sharing its profit with with employees has resulted in annual employee turnover of about 30%, far below the industry average, and is a key to attracting new workers, Rick said.

"When you go back to when Don was very first starting in business in the '50s and '60s, we were a major manufacturing community and Don watched friends, he watched family, he watched people lose jobs, because those facilities were bought, sold and had those jobs left La Crosse and never came back," Rick said. "And, so, one of the reasons we're committed to owning and growing the business going forward is we want to provide that long term stability for our co-workers and for the communities that we call home."

This article originally appeared on Milwaukee Journal Sentinel: How a DIY business strategy led to Kwik Trip's explosive growth. 11.5 million people visit the stores every week.

Kwik Trip continues to grow by leaps and bounds. A look at that growth by the numbers

The Kwik Trip juggernaut continues to roll.

In the past four years, the La Crosse-based company has added more than 150 locations to its network of convenience stores, while diving full-on into new product lines like the ready-to-eat meals it rolled out in 2020.

Behind that public-facing growth, there's a vast, often unnoticed operation that churns out bakery, salads, meals and more, and delivers it daily to the company's 800-plus locations.

This week, Kwik Trip announced a $151 million expansion of its La Crosse food production, distribution and office operations that will position the company for further growth while creating up to 500 new jobs.

Here's a by the numbers look at Kwik Trip and its growth:

866 locations and counting

The first Kwik Trip opened in La Crosse in 1971, and it took 15 years for the company to reach 100 locations.

Growth accelerated from there, as the company opened 500 stores over the next 20 years, and more than 300 since 2016.

Recent growth has included both newly built locations and the acquisition of 168 existing stores, including 34 PDQ stores in Wisconsin and 36 Stop-N-Go locations in Wisconsin and Illinois.

The company's most recent addition, a location in Sturgeon Bay , opened Dec. 14.

Kwik Trip's 506 Wisconsin convenience stores make up the majority of its locations, but it also has grown in other states. It operates another 360 Kwik Trip and Kwik Star stores in Minnesota, Iowa, Illinois, Michigan, and South Dakota.

Workforce is 38,600 - tripled in five years

Kwik Trip employs 38,600 people between its stores, its corporate headquarters and its food production and distribution operations.

Much of that workforce is in Wisconsin, where the company has 12,442 full-time employees, according to the Wisconsin Economic Development Corp. That's nearly triple the 3,432 full-time workers it employed just five years ago.

More than 13,000 people work at Kwik Trip's Wisconsin locations part time.

More: Why are Kwik Trip employees passionate about the company? Here are four good reasons.

24,000 Glazers an hour

According to its website, Kwik Trip's La Crosse bakerycan make 400 Glazer donuts a minute, or 24,000 an hour.

That added up to 45 million of the company's signature donuts in 2022, and millions more of other baked goods such as cookies, muffins and sandwich buns, all of which are shipped to the stores daily. The company also has its own dairy operation and a commissary operation that makes Kwik Trip's pizzas, ready to eat meals, salads and more.

In all, Kwik Trip says about 80% of the products it sells are prepared at its La Crosse production plants. That vertical integration - food production, transportation and retail sales - has been a key to the company's growth.

The $151 million expansion will add to that operation and also include development of a new office building in Onalaska.

Kwik Rewards keeps more than 1 million people coming back

Kwik Trip launched Kwik Rewards, its customer loyalty program, in 2018. The program allows regular customers to earn discounts on food and gas and to receive coupons and special offers that are exclusive to Kwik Rewards.

More than 1 million people signed up in that first year. Today, nearly 4 million people are enrolled in the rewards program.

The company said it serves 11.5 million customers a week.

More: This Kwik Trip super fan made it her 2021 goal to visit Wisconsin's 457 Kwik Trips. She did it.

$41 million in state tax credits help fuel Kwik Trip growth

The company's expansion of its food products and distribution operations in La Crosse has been assisted by the Wisconsin Economic Development Corp., through its Enterprise Zone Tax Credit program .

At the outset, the company was awarded up to $21 million in tax credits that were tied to the company's plan to invest $309 million in the La Crosse campus and create 300 new jobs. An additional $5 million was awarded when the project had exceeded that goal and created more than 500 jobs. In all, the expansion has led to the creation of 1,793 full-time jobs, according to WEDC.

An additional $15 million was approved by WEDC earlier this month with the expectation that the $151 million expansion will create an additional 500 full-time jobs over the next decade.

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Kwik Trip to invest $151M in expansion to boost company’s continued growth

WEDC authorizes Kwik Trip to qualify for $15M in additional tax credits from 2017 zone

Kwik Trip plans to spend over $151 million in Wisconsin to support the company’s continued growth. The move will create more than 500 jobs by 2027.

Those plans would qualify the La Crosse-based convenience store chain to earn an additional $15 million in state tax credits through an agreement established in 2017.

The company’s plan includes upgrading its production facilities in La Crosse, purchasing and renovating a commercial office building in Onalaska and constructing a new distribution center at a to-be-determined location.

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Ben Leibl, a public relations specialist for Kwik Trip, said the company is currently adding roughly 30 to 50 new stores each year. He said the chain’s investment will help get products to those retail locations by expanding its dairy, commissary and bakery facilities in La Crosse.

“We need to make sure we take the proper steps to make sure that we’re staying ahead of the curve to make sure that our stores are well stocked,” Leibl said.

Leibl couldn’t provide details regarding the location of a new distribution facility, but he said it will be used to house products until truck drivers can deliver them to stores.

He also said the Onalaska property is a three-story building that will be used for employee training, the accounting department and other departments.

Leibl said the company is running out of space at its corporate headquarters in La Crosse and the new facility will provide a more modern space for store management training.

“They can have a nicer facility where they can learn about the culture of Kwik Trip and the different operations as far as the store goes,” Leibl said.

New investment qualifies Kwik Trip for incentives from the state

The Wisconsin Economic Development Corp., or WEDC, announced the company’s expansion plans Monday . WEDC Secretary Missy Hughes said the board last week approved an amended agreement for the 2017 Enterprise Zone to allow the company to receive an additional $15 million in tax credits to support its expansion.

“As always, with the tax credits, these are performance-based,” she said. “They’re not earned by the company until the company performs in creating the jobs and investing in those capital expenditures.”

Enterprise Zones are geographic areas eligible for refundable tax credits, typically awarded to Wisconsin businesses undergoing major expansions. According to WEDC , those credits can be earned through job creation, job retention, capital investment, employee training and supply chain purchases from Wisconsin vendors.

Kwik Trip’s original tax credit was created in 2017 to support the company’s investment of at least $378 million to bolster its production facilities, and offered $21 million in tax credits, Hughes said. The state eventually amended the initial agreement, letting the company access an additional $5 million in tax credits. With the third and latest amendment, the company could receive up to a total of $41 million from the state.

Since the zone was established, Kwik Trip’s investment has far exceeded what was anticipated at this point in the project, according to WEDC.

The agency said Kwik Trip has invested $325 million in Wisconsin support center operations, creating nearly 1,800 new tax credit-eligible jobs. In fact, the company’s construction and acquisition of 168 new retail locations boosted its eligible employee count from 4,342 in 2017 to 12,442 this year.

Hughes said that consistent growth gave WEDC confidence in continuing to support Kwik Trip in 2023.

“Kwik Trip is truly investing in Wisconsin,” she said. “Not only are they creating more production facilities and distribution facilities in Wisconsin, but we see that they keep adding stores.”

According to WEDC , Kwik Trip operates 865 convenience stores in Wisconsin, Minnesota, Iowa, Illinois, Michigan and South Dakota. Of those stores, 506 are in the Badger State.

In addition to investing in stores, Leibl said the company also invests in its workforce, sharing 40 percent of its pre-tax profits with employees.

“Growth is good, not only for Kwik Trip, but most importantly for our coworkers and the communities we serve,” said Scott Zietlow, the CEO and president of Kwik Trip, in a statement. “We are able to provide strong, vibrant jobs throughout Wisconsin. We appreciate the support from the WEDC to make this happen.”

Wisconsin Public Radio, © Copyright 2024, Board of Regents of the University of Wisconsin System and Wisconsin Educational Communications Board.

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Another parkland investor calls for strategic review, sheetz charged with denying employment to applicants due to race, bp restructures business functions, names new executives, ‘challenger’ wawa among fastest-growing brands: yelp, kwik trip launches $300 million capital investment project.

LA CROSSE, Wis. -- Kwik Trip Inc. , which owns and operates convenience stores in Wisconsin, Minnesota and Iowa, has initiated a $300 million capital investment project that will enable the growing company to meet its ongoing capacity needs.

La Crosse, Wis.-based Kwik Trip, founded in 1965, operates 621 c-stores and employs more than 20,000 workers. The stores receive daily deliveries of fresh baked goods, dairy products, soups, salads, fruit, produce and sandwiches, and they sell grocery products, general merchandise, gasoline and related petroleum products.

• Kwik Trip is No. 15 in CSP’s Top 202 c-store chain ranking for 2017. In October, it completed the acquisition of Middleton, Wis.-based PDQ Food Stores Inc., No. 174 on the Top 202 list.

A vertically integrated company, Kwik Trip operates its own bakery, dairy, water bottling line, kitchens, food-safety lab, distribution center, ice plant, LP plant, blow mold facility, transportation company and health clinic. The company makes, ships and sells 80% of its own branded products.

Plans call for investing $113 million in a new 200,000-square-foot bread and bun production facility and multimillion expansions and improvements in Kwik Trip’s dairy manufacturing facility, kitchen operations and transportation fleet, according to an announcement by Wisconsin Gov. Scott Walker.

“With more than 380 stores and 12,000 employees in Wisconsin, Kwik Trip has already shown a strong commitment to our state, and that commitment is being solidified with this expansion. Kwik Trip is the latest example of companies seeking to expand in Wisconsin because of our pro-business policies and dedicated workforce,” said Walker.

The company expects construction of the new bakery to be completed by late fall 2018. It expects the project to create more than 300 jobs in the La Crosse area over the next five years.

“The multimillion-dollar capital expenditures in Kwik Trip’s bakery, dairy, kitchen and transportation facilities will generate a significant return on investment for the state of Wisconsin and the city of La Crosse in the form of new and expanded tax base, job opportunities for our co-workers, construction contractors, subcontractors and suppliers,” said John McHugh, director of corporate communications and leadership development for Kwik Trip. “This will result in the purchase of additional fleet vehicles and the construction of more efficient production plants that will create higher capacity, productivity and cost savings which will allow Kwik Trip to better accommodate the needs of our guests in the 621 stores and numerous communities we currently serve.”

The company is building 56 new stores in 2017, including 36 in Wisconsin. The projects will support the family-owned company’s plans to open 40 to 50 new stores annually, including a significant number in Wisconsin. In order to reach the goal, the company needs to make significant investments in its buildings, equipment and employees at its La Crosse support center and production facilities. Otherwise, the company projects that its production facilities will run out of capacity over the next five years, it said. Kwik Trip’s production, distribution, transportation and corporate support facilities currently include more than 1 million square feet on the company campus of more than 120 acres.

Expanding its own food production operations enables the company to continue to control food quality, food offerings, food safety and company efficiencies. As a result, Kwik Trip can control its costs and continue offering quality products and low prices, it said.

The largest component of the project is the investment of $42 million in new facilities and $71 million in new equipment for the bread and bun production facility. It will include two new lines that will enable Kwik Trip to significantly increase its production of bread and buns. As a direct result of moving bread and bun production into a new plant, the company plans to make a significant investment into the existing bakery to enhance the capabilities for sweet-goods production.

To help secure the company’s investment in Wisconsin, the Wisconsin Economic Development Corp. (WEDC) has authorized Kwik Trip to receive up to $21 million in state income tax credits over the next five years.

The actual amount of tax credits the company will earn is contingent upon the number of jobs it creates, the level of capital investment and the amount it spends on purchasing equipment, goods and services from Wisconsin companies through 2022. Kwik Trip met all of the required criteria and standards in the tax credit application, review and approval process.

In addition to the more than 300 jobs expected to be created by Kwik Trip over the next five years, an economic modeling study projects that the project will indirectly generate 235 additional jobs in the region. The direct and indirect jobs could generate up to $1.1 million annually in additional state income tax revenue.

“Kwik Trip’s decision to expand is great news for the La Crosse region as well as the entire state,” said Mark Hogan, secretary and CEO of WEDC. “Kwik Trip currently purchases over $900 million each year in goods and services from Wisconsin companies, and this expansion will further increase opportunities for statewide supply chain.”

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'See ya next time': How a neighborhood grocery store grew into today's Kwik Trip phenomenon

What's so special about kwik trip, and why do so many people love this midwestern gas station and convenience store.

Design by Brooke Eberle, producer, Wisconsin Digital Optimization Team

There’s nothing more Wisconsin than a Kwik Trip. 

That is, until you take a look at the fan base and following that turned a convenience store into a phenomenon.

Fifty-seven years after the first Kwik Trip opened in Eau Claire, Kwik Trip has grown from that one neighborhood grocery store to a statewide obsession with its own personality across social media platforms.

The company has  Facebook , Twitter , Instagram , TikTok , YouTube and Snapchat  accounts. It even has a Spotify  account with more than 130 followers who can listen to the company’s "Kwik Trip Checkout" or "Chicken Jammies" public playlists. 

There are multiple fan groups on Facebook, including Wisconsin Kwik Trip Enthusiast Club, Kwik Trip Enthusiasts Club, and even a Kwik Trip Missed Connections group. Some fans have had photo shoots, even on their wedding days, at a Kwik Trip. It has become more than a store; it's a vibe.

The Wisconsin Kwik Trip Enthusiast Club, for example, was created two years ago and is not affiliated with the company. It has more than 94,000 members and dozens of posts daily, ranging from photos of favorite Kwik Trip treats, questions, memes and more.

So, how did Kwik Trip grow into a Midwestern phenomenon with a social media influencer status?

RELATED:  This Kwik Trip super fan made it her 2021 goal to visit Wisconsin's 457 Kwik Trips. She did it.

RELATED:  Valentine's Day: Check out these super Wisconsin love stories, from a Kwik Trip wedding photo shoot to brewery ceremonies

Keeping up with the Kwik Trips

Kendra Lasack, Kwik Trip’s digital content supervisor, said social media platforms have allowed the Kwik Trip team to bring the brand to life.

“It’s incredible how much we’re able to learn from our fans every day, just by engaging and listening to the conversations on social,” she said.

Lasack said the company has shifted its digital marketing strategy from focusing on the products to focusing on the people and developing a brand voice to bring a more human level to the company’s content. 

She said the company's success on social media reflects Kwik Trip’s mission to treat others as they would like to be treated. The team listens, takes time to reply and has fun with its followers.

And people have responded. Members of the social media fan groups talk about the company, highlight their favorite products, post original memes and share Kwik Trip’s content.

When USA TODAY NETWORK-Wisconsin asked members of the Wisconsin Kwik Trip Enthusiast Club Facebook group what they like most about Kwik Trip, more than 400 people responded, including dozens of employees who are part of the group.

Their answers ranged from clean bathrooms to the food options and how friendly the employees are. Many like the "see ya next time" farewell as they leave a store. Fans from other states said they stock up on Kwik Trip goodies while they're in the area, as they can't find anything like it anywhere else.

Carrie Marie is from Yorkville, Illinois and travels to Friendship often. When she and her family are in Wisconsin, her two teenage boys have to stop at Kwik Trip twice a day, every day. She said her family has Kwik Trip hoodies and three Big Buddy cups in case they cross the border unexpectedly. Her children receive Kwik Trip gas cards from their grandparents.

They make you feel like a person in there and not just another customer.

Jaimee Arnold from Appleton said she loves Kwik Trip because of the company's high standards for cleanliness, someone is always willing to help, and guests can find a wide variety of "grab and go" options for whatever they're craving.

"They make you feel like a person in there and not just another customer," she said.

Emily Jean Weger from Watertown said she's been going to a Kwik Trip store since she was little, and now she takes her kids to the same store.

"There are employees who've been there the whole time and say 'I remember your mom when she was your age and smaller,'" she said. "That makes Kwik Trip a special place to me."

Take a Kwik scroll online

Fans also love the company's social media presence.

"Their social media person is phenomenal," said Kwik Trip fan Leah McDonald from Waukesha. "Really connects with the consumers."

Recently, when Kwik Trip ran out of coffee cups, the brand took to social media, saying another gas station took the cups . The problem was later explained as a supply chain issue . In lieu of disposable cups, Kwik Trip encouraged guests to bring their own cups for a 99-cent refill of any size, suggesting dozens of options ranging from a wheelbarrow, blender and fish bowl to a toilet plunger, Dumbledore's hat and a gas can.

The post was shared more than 17,000 times and collected more than 18,000 reactions and 3,700 comments.

"Great way to make lemonade from lemons," Christine Garchow from Portage commented on the post. "Thanks Kwik Trip!"

Wilson the volleyball and Forrest Gump's chocolate box both made the list, prompting a comment from Jimmie Kaska from Cadott:

"Did Tom Hanks steal the cups? Is that why we're using his volleyball and chocolate box to load up on coffee?"

Kwik Trip responded with a Tom Hanks gif.

Three days later, Kwik Trip posted a follow-up post to clarify some additional details.

"We didn't expect a post about cups to go viral," the post was captioned .

One of the frequently-asked questions was how long the refill deal would last.

"(I don't know) I just do social media," the answer stated. "At least a few weeks ... our cup guy is doing his best."

As to whether people could really bring in a wheelbarrow, the answer is no.

"Please no," said the follow-up, posted the day after the Super Bowl. "We know the initial post was a bit ridiculous, but it was cheaper than a commercial spot during the football game last night. Feel free to get creative with your mug, just make sure it's clean and safe for hot liquid. Also, let's not waste ... if you pour, you better drink."

Paige Forde, Kwik Trip’s social media specialist, said interacting with followers is extremely important to Kwik Trip.

“We love making our fans know they’re being heard, whether that means sharing their content, interacting with them, or passing these social listening trends forward to the appropriate department,” she said.

Some fans have captured their love of Kwik Trip on their wedding day, holding photo shoots both outside and inside of a store.

“We absolutely love seeing this content,” Forde said. “It’s incredible that so many of our loyal guests take the time to make a special ‘photo op’ trip to our stores during such a special day.”

Other interactions have included fans sending unusual direct messages to Kwik Trip’s social media accounts, and sometimes those fans screenshot the messages and share them.

Forde said those interactions provide opportunities for content, and they’re great ways to engage fans.

“The majority of the time, we go along with it,” Forde said. “I mean, it isn’t too often you can (direct message) a brand something obscure and they take the time to respond. It’s fun, it’s personal, and definitely gets people talking.”

It all started with one store

Kwik Trip started as a neighborhood grocery store, opening its first location in 1965 in Eau Claire. The second store opened in La Crosse in 1971.

“It was a humble beginning with painted letters cut out of plywood,” Kwik Trip owner Don Zietlow said. “These were all neighborhood grocery stores, and none of them sold fuel.”

The company opened a corporate office in La Crosse in 1973, and, by 1986, it had grown to 100 stores. Kwik Trip opened its 800th store in December and, according to the Wisconsin Technology Council, has nearly $7 billion in annual sales.

The success Kwik Trip found over the years has not been by accident. Zietlow, who is still the company's president and CEO, points to two main ingredients that contributed to Kwik Trip’s success: the right people and the ability to have products that guests want and are looking for and being able to offer them at a good deal.

Zietlow said Kwik Trip is able to offer quality products at good prices because of the company’s “vertical integration.” The company’s Glazer doughnuts, for example, are made in Kwik Trip’s own bakery, they’re shipped on Kwik Trip’s trucks, and they’re sold in Kwik Trip stores.

Be our guest

Zietlow said Kwik Trip’s employees set the company apart from the competition.

“People are our number one asset," he said. "There’s more to a job than pay. You need to feel like you are making a difference. That’s our mission, and that’s what our coworkers do every day.”

There’s more to a job than pay. You need to feel like you are making a difference. That’s our mission, and that’s what our coworkers do every day.

In the middle of a pandemic and worker shortages, many companies have had a hard time finding and retaining employees, but Kwik Trip hasn’t felt those hardships as much as some other businesses. Zietlow said the company and family is committed to their coworkers, and Kwik Trip shares 40% of its pre-tax profits.

And employees have felt that sentiment, saying they feel valued and respected at their jobs.

Kwik Trip employee Keith DeLabio from Kenosha said in the Wisconsin Kwik Trip Enthusiast Club Facebook group that he appreciates the 40% profit share, and that Zietlow calls his employees his coworkers and wears a Kwik Trip uniform every day instead of a suit and tie.

Denise Royea from Oconomowoc said the company treats all of its coworkers as family, and they're open with them about all of the ins and outs of the company, from where new stores will open to the the company's faults and areas for improvement. She said between informative meetings and employee programs, no one gets left behind.

“Our coworkers earn every penny,” Zietlow said. “We can’t thank them enough for the hard work they do, day in and day out.”

Michael James Luckow from Manitowoc said when he was first hired at Kwik Trip, the company told him people aren't customers, they're guests. While it was a strange concept at first, he quickly understood the distinction.

"They are guests in our store, and we take pride in them having a great experience, just as anyone would having guests over the holidays," he said.

Customer Coryn Burette from New London said Kwik Trip always has the nicest employees, even the ones working overnight shifts.

"They go above and beyond to make my visit nice and wonderful," she said.

Hunter Karraker from Shawano said a Kwik Trip employee knew she was pregnant before she did, after she had gone in for shakes every night for a week. Karraker said she told the employee she had been craving them, and the employee asked if she was pregnant.

"I got a test and sure enough, it came back positive," she said.

She said the workers began to recognize her, and when they would see her come in, they'd make sure there was fresh food out for her on the hot spot, a display where customers can find breakfast sandwiches, pizza slices and other warm food options that are ready to eat. Now that Karraker has had her baby, she said an employee asked her how they were doing.

"They definitely make me feel special," she said. "Kwik Trip is the best."

Some people love Kwik Trip so much, it becomes a birthday theme. Mitzie Murdock Klozotsky told USA TODAY NETWORK-Wisconsin she owns a custom baking business in Kaukauna, and a customer recently ordered a  Kwik Trip cake for a 40th birthday .

"Needless to say, Kwik Trip has a following unlike anything else when a milestone like a 40th birthday is celebrated with a Kwik Trip themed cake," she said.

Midwest is best

One of the most relatable parts of Kwik Trip is its roots in the Midwest.

“The majority of our content is based around what people think about our brand and relatable Midwest situations,” Forde said.

So, when there's a chance to merge some Midwest personalities, Kwik Trip is on it. The list of projects the Kwik Trip team works on is never-ending, and there are always new challenges that the team brainstorms in meetings.

Some of those projects have included partnerships through a brand ambassador program Kwik Trip started in 2019. Kwik Trip has worked with a few Midwest social media personalities like comedian Charlie Berens and Green Bay Packers players Rashan Gary and Kurt Benkert.

In 2020, Kwik Trip's team started brainstorming ideas to promote the company's Fresh Blends menu of smoothies, frozen lemonades, refreshers, iced coffees, cold brew coffee and shakes. In November, the company partnered with Berens and premiered a Berens Alexander on a "secret menu." It's a combination of caramel, chocolate, cream and cold brew.

“We’ve had the opportunity to work with truly amazing, authentic and talented people through this initiative and look forward to growing this network to reach even more unique audiences,” Forde said.

Kwik Trip is an influencer offline, too

The company is also committed to helping the communities it calls home. Kwik Trip donates to various community organizations and efforts, and it sponsors youth sports teams, large events and more. It also helps groups with fundraising options like car washes and scrip gift cards and more. It even encourages grade school students to read more with Kwik Book, a program that offers a free slice of pizza or a garden salad for each student who reaches a reading goal set by their teacher.

Many fans on Facebook said their favorite thing about the company was the donations and efforts to help people in need.

Chelsea Hall from Janesville said when she lost everything in a house fire two years ago, someone submitted her name for a donation program through Kwik Trip in Milton. She said it wasn't a lot, but every little bit made a huge difference.

"They support Special Olympics and are at almost every state tournament handing out water, Gatorade, fruit and cookies," said Sue Weber Dushek from Milwaukee. "The interaction between the employees and the athletes is an amazing thing to watch."

Gail Marie Benedict from Loyal said Kwik Trip came to her small town when the community had lost its grocery store, and Kwik Trip filled that gap, helped the community and brought jobs to the area.

Kwik Trip has filled community needs, too, especially in smaller areas with less access to grocery stores and other food options. Many fans said their Kwik Trip serves as their grocery store. Some said Kwik Trip opened in their area and filled a need when a grocery store had closed.

Kay Grosinske, who now lives in Texas, said while she misses Kwik Trip, she regularly visits the store when she's back home visiting family. She said her hometown got two new stores recently, and the company has donated a lot of food to the local community help center.

"Those donations alone spread a lot of love," she said.

Where do Kwik Trips come from?

Have you ever wondered how a Kwik Trip is born?

Dax Connely, Kwik Trip's real estate manager, said the company's real estate team chooses new locations based on an area’s population, traffic volume near a site and its accessibility, and more. The company is always looking to open in new markets throughout Wisconsin, he said.

The look of a Kwik Trip varies. Some are built from the ground up. Others have evolved from other stores. Connely said Kwik Trip has many stores that the company acquired over the years that don’t look like the typical Kwik Trip, but the company’s goal is to have its sites look similar. Locations may have their own uniqueness because of the landscape or land size, however, he said.

The newest Kwik Trip stores look a bit different than the long-standing sites. Connely said the  “Generation 3” stores have a new color schemes are larger at 9,000 square feet, and have more of a small grocery feel.

Kwik Trip has plans to grow, both inside and outside of Wisconsin. Connely said the company has plans to extend into the Upper Peninsula of Michigan and also into the eastern edges of North and South Dakota in a couple of years.

When it comes to expansion plans, Kwik Trip fans approve.

"I just think Kwik Trip is the finest chain of gas stations in the entire United States of America," said customer Andrea Tamara from Sheboygan.

Contact Caitlin at [email protected] or follow her on Twitter @CaitlinShuda .

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Kwik Trip plans $151 million expansion of its Wisconsin operations

La Crosse-based convenience store company Kwik Trip plans to invest more than $151 million to expand its operations in Wisconsin, creating more than 500 jobs by 2027, according to the Wisconsin Economic Development Corp.

The company plans to expand its dairy, commissary, and bakery facilities in La Crosse, purchase and renovate an office building in Onalaska, and build a new satellite distribution center.

The expansion will enable the company to earn an additional $15 million in performance-based Enterprise Zone tax incentives from WEDC.

This is the third time the state has invested in Kwik Trip’s growth in Wisconsin, raising the company’s eligibility for tax credits to a total of $41 million. Since the state and Kwik Trip entered into their Enterprise Zone agreement in 2017, the company has invested more than $325 million into its Wisconsin support center operations and created nearly 1,800 new full-time jobs. As a result of the growth at its La Crosse support center and the construction and acquisition of 168 new retail locations, Kwik Trip’s total Wisconsin employee count has increased from 4,342 in 2017 to 12,442 in 2023, a total increase of 8,100 workers, according to WEDC.

“Kwik Trip is one of Wisconsin’s most instantly recognizable success stories,” said Missy Hughes, secretary and chief executive officer of WEDC. “While most of us are familiar with Kwik Trip for its retail operations, the company continues to grow its manufacturing and supply chain base in our state, which is creating hundreds of jobs and new investments even faster than anyone could have anticipated.”

Kwik Trip has 865 stores in Wisconsin, Minnesota, Iowa, Illinois, Michigan, and South Dakota, including 506 in Wisconsin. It is the nation’s 11 th largest convenience store chain, according to CSP Daily News.

Kwik Trip was first awarded up to $21 million in Enterprise Zone tax credits from WEDC in 2017. The company’s rapid growth led to an amendment raising that eligibility by $5 million, primarily to expand its production facilities in La Crosse. At that time, the company anticipated hiring at least 662 new workers and investing at least $378 million in the project. So far, the company has spent more than $325 million in capital investment and created 1,793 new jobs eligible to earn tax credits at their non-retail locations. Because Kwik Trip is exceeding the goals of its Enterprise Zone, the WEDC board voted last month to amend Kwik Trip’s contract to make it eligible for the additional $15 million in tax credits.

The actual amount of credits to be awarded will depend on the number of jobs created and amount of capital invested.

“Growth is good, not only for Kwik Trip, but most importantly for our coworkers and the communities we serve,” said Scott Zietlow, chief executive officer and president of Kwik Trip. “We are able to provide strong, vibrant jobs throughout Wisconsin. We appreciate the support from the WEDC to make this happen.”

Kwik Trip executive Carl Rick spoke about the company’s future growth plans at BizTimes Media’s 2021 Family & Closely Held Business Summit .

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