Brand Loyalty: Wawaholics

Wawa opened its first store in Pennsylvania in 1964 and is now the third largest convenience store chain in the United States. Still found in only six states, Wawa cultivated a brand identity that inspired intense customer loyalty.

Deemed 'Wawaholics' by Wawa employees, some consumers visited Wawa stores more than once per day (and many still do). Many went for the store’s own products, branded as fresh, quality goods. This brand identity reflected the company’s past as a family dairy farm. For decades an idealized dairy farm was pictured on Wawa packages.

Additional content in the Hagley Digital Archive: