kwik trip social media girl

Meet the woman behind Kwik Trip's viral social media posts

It is rare for a convenience store chain to have millions of followers on social media, but maybe not if that chain is La Crosse, Wisconsin-based Kwik Trip.

The store has a large and cult-like following that grows each time they open a new store.

TMJ4 News was granted a rare look behind the scenes at the company’s headquarters, where decisions are not only made, but also a lot of the food that is sold at the more than 860 stores across the Midwest.

Tom Durian talked with the woman leading the social media team. You might recognize Paige Geary and her team from the viral videos posted to the store's social media accounts.

In this interview, she talks about her favorite celebrity collaboration, as well as becoming recognized herself.

It’s about time to watch on your time. Stream local news and weather 24/7 by searching for “TMJ4” on your device.

Available for download on Roku, Apple TV, Amazon Fire TV, and more.

Report a typo or error // Submit a news tip

Report a typo

Sign up for our new TMJ4 Morning Headlines Newsletter and get the latest news and weather delivered straight to your inbox.

Now signed up to receive the morning headlines newsletter..

Watch TMJ4 News live on your favorite streaming device

Here’s how ‘Kwik Trip Girl’ earned her title

Cassandra Berger didn't choose Kwik Trip. Kwik Trip chose Cassandra Berger.

Walk into her local Kwik Trip, and there’s a good chance you’ll find Cassandra Berger browsing the aisles. She’s there every day — come rain, shine, sleet or snow.

Some might consider obsessing over a regional gas station odd, but Berger doesn’t.

She has a Kwik Trip tattoo. She owns several items of branded merchandise. She’s tried almost every Kwik Trip snack and food item.

Stay informed on the latest news

Sign up for WPR’s email newsletter.

But last year, Berger might have reached the pinnacle of fandom. In 2021, she visited every Kwik Trip gas station across the entire state of Wisconsin — all 457 of them.

“They have said that I’m their number one fan several times, so, yup, number one fan,” Berger said.

Berger, who lives in Onalaska and is the women’s lacrosse coach for the University of Wisconsin-La Crosse, has now been dubbed the “KT Girl” or “Kwik Trip Girl.”

“I’m there every day,” Berger said. “I try to get a car wash once in a while, I fill up on gas once a week and then I get my groceries from there. And then if I’m randomly craving some peppermint ice cream, I get it. They just have everything that I’m obsessed with, so I definitely go every day.”

Berger took a break from visiting stores from every corner of the state in 2022, but she might get back to visiting newly opened ones in 2023. She also wants to visit other Kwik Trip and Kwik Star locations in Minnesota and Iowa.

She doesn’t know exactly when her fixation on the business began, but she remembers going to the store on weekends when she was a college student.

“My love started with just the food there,” she said.

Berger began making social media videos about how much she loved the stores. That included writing a song about the brand and a video about how she obtained a Kwik Trip banner, which she placed outside of her apartment.

“I’d wake up one morning and be like, OK, I’m going to sprint down to Kwik Trip in my boots and shorts,” she said.

“It was very spontaneous and random,” she added about the videos.

Soon enough, Kwik Trip began to take notice, sharing some of her videos on their social media pages.

They even let Berger appear in a commercial in 2020.

“It was the highlight of my life at that time,” Berger said of the commercial.

After the commercial, she reached out to the company and presented an idea for a video series called “KT Girl.” The idea was simple — she’d travel across the state, visiting every Kwik Trip, while recording videos along the way.

Kwik Trip was on board.

“Having that freedom to do that was pretty awesome,” Berger said.

It took her 12 months, and with a full-time job, she realized this could be a tall task. She started small, visiting some of the 30 or so Kwik Trips in La Crosse.

“That took me all day,” Berger said. “I was like, ‘Oh no, this is going to take a long time.’ Like, ‘What did I sign up for?’”

But she was able to visit a majority of the 457 stores in the summer of 2021, often traveling with her mother and sometimes sleeping in hotels. The most stores she hit in one day was 52.

Berger would sometimes just fill up on gas when she stopped. Other time, she’d go in to get snacks and talk to the employees.

“It really just depended on what I was feeling like in that moment,” she said.

But she loved every second of it. She said she still gets “hyped up” just talking about it.

It took her all 12 months, but by the end of the year, she had reached her goal.

Berger still keeps in touch regularly with management of the store, including current Kwik Trip CEO and President Donald Zietlow. She also plans to do future videos with Kwik Trip.

“They’re expanding all the time, so I want to make it a goal to go and see the other ones,” she said.

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

Related Stories

A cancer diagnosis is a shock. here’s advice on how to share the news.

Grief made me lose my balance. Here’s how I learned to walk forward again

From Swiftie beads and Barbie to Beyonce, girls ran the world economy in 2023

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

Post-covid ‘revenge travel’ is booming

• Faculty & Staff
• University of Wisconsin System
• All In Wisconsin
• Campus Stories

Kwik quip: UW-La Crosse alum is the witty voice behind Wisconsin’s favorite convenience store

Paige Forde, ’19, is the witty voice behind Kwik Trip’s social media accounts. In recent years, Kwik Trip’s brand has evolved into a symbol for the Midwestern way of life — in part thanks to effective use of marketing and social media.

Every time a rainbow appears over a Wisconsin town, the messages start rolling in.

“People love sending us photos of Kwik Trip at the end of a rainbow. We’ll get about 50 of them,” says Paige Forde, ’19, a social media specialist for the La Crosse-based convenience store chain. “It’s awesome to see people reaching out that way. The love we get from our followers is just crazy.”

Kwik Trip has long been a convenience store of choice in Wisconsin, and it continues to make inroads in Minnesota, Iowa and Illinois. But over the past few years, the Kwik Trip brand has become something more — a symbol for the Midwestern way of life, an institution of which Wisconsinites are unusually proud and fiercely protective.

And that’s in part thanks to Forde.

She is the voice behind Kwik Trip’s social media, which have garnered large and loyal followings on  Facebook  (600,000 likes),  Instagram  (88,000 followers),  TikTok  (76,000 followers) and  Twitter  (67,000 followers).

By giving Kwik Trip’s social media accounts a new and engaging voice, Forde has helped grow the company’s following on Facebook (600,000 likes), Instagram (88,000 followers), TikTok (76,000 followers) and Twitter (67,000 followers).

“We actually have the same sense of humor, and from there we just solidified the voice,” Forde explains. “We started with Twitter — Wendy’s kind of created the trend of brands being clever on Twitter — and then we took the Twitter voice and moved it to Instagram.”

Forde and Nedegaard worried that memes and sarcasm would be less effective on Facebook, given the older audience.

They started with a safe one. With a blizzard in the forecast, they posted a meme of Luke Skywalker riding a Tauntaun through the snow with the caption: “I’m going to Kwik Trip. Need anything?”

“It just took off,” Forde remembers. “We had this huge follower bump.”

In the months that followed, she posted more memes and pop culture references ranging from “The Office” to “The Avengers” to “Forrest Gump.”

Some poked fun at rival gas stations.

Some alluded to Midwestern peculiarities such as long goodbyes and an obsession with camo.

Many paid homage to Kwik Trip’s signature items: glazers, cheesy breadsticks and Nature’s Touch milk and ice cream.

“We’re still doing the same promotions,” Forde says. “We’re just doing it in a fun, clever way.”

The foundation of Forde’s social media approach was laid at UWL.

After considering degrees in biology and teaching, she changed her major to  marketing  and was immediately hooked.

“I loved UWL and all my professors —  Ken Graham ,  Gwen Achenreiner , Stephen Brokaw,” says Forde, noting that lessons on social media advertising and celebrity endorsements were particularly impactful. “Brokaw’s lectures were just mind-blowing. I’d get out of class, and my brain would just be gone.”

Forde is somewhat of a contradiction: She says she’s not particularly interesting on her personal social media, yet she feels right at home speaking for Kwik Trip — even if it means stepping in front of the camera.

Examples can be found on TikTok, where Forde gives followers not just a steady stream of memes and jokes, but also a peek inside her work with the company.

In one video, she ventures from her cubicle to the “Kwik Trip inside Kwik Trip” — a fully stocked store inside company headquarters.

In another, she takes an intern, Hunter, on a surprise tour of the company’s legendary banana-ripening facility.

“My favorite part of my job is the variety,” she says. “When I show up in the morning, I never know what we’ll have to hop on, what trends we’ll have to do. Every day is different.”

Wisconsin’s reverence for Kwik Trip seems to know no bounds.

Brides and grooms do Kwik Trip photoshoots on their wedding day. Once, an entire wedding party took pictures in a Kwik Trip beer cave.

People buy Kwik Trip-themed merchandise: shirts, hats, sandals and baby clothes. Even underwear.

On social media, customers engage in good-natured battles with other convenience store chains, defending Kwik Trip at every turn.

One man, Brent Erdmann of New London, is so fond of Kwik Trip he visited 615 unique locations in 2020 — an unofficial but almost certain record.

Kwik Trip has tens of thousands of enthusiastic fans, including Brent Erdmann of New London, who visited 615 unique Kwik Trip locations in 2020. “The love we get from our followers is just crazy,” Forde says.

Forde admits there is an unknown quality about Wisconsin’s infatuation with Kwik Trip.

It seems odd, in theory, that a convenience store would inspire this level of passion. It’s utilitarian by nature — a place to fill your gas tank on the way to work and pick up a few groceries on the way back home.

Maybe that’s the point.

A relationship with a convenience store is the simplest kind of love. It is never complicated or messy, and it is always there when you need it.

“It becomes a part of people’s lives and routines,” Forde says. “I mean, if you want to get a quick snack on your wedding day, where else are you going to go?”

Share Your Story

Share how you or someone you know is contributing to the inspiring work at our public university campuses throughout Wisconsin.

• Pay Your Advertising Bill
• Forms & Submissions
• Subscribe - E-Edition or Print
• Special Sections
• PUBLIC NOTICES
• Top Stories
• Community News
• River Valley
• Agriculture
• Classifieds
• Photo Galleries

You are here

Waukon native cassandra berger is loving life as “kt girl”.

Kwik Trip trips ... Waukon native Cassandra Berger sits on the floor of the Waukon Kwik Star location during a recent photo session with photos in front of her from her trips to every Kwik Trip location in the state of Wisconsin during this past year. Taking on the persona of “KT Girl,” Berger visited all 457 Kwik Trip locations in Wisconsin, documenting her visits on social media. Photo courtesy of Tatum Miller Photography.

by Lissa Blake

There are fans. And then there are serious fanatics. To say Waukon native Cassandra Berger is a big fan of Kwik Trip and Kwik Star would be a serious understatement. That’s because over the past couple years, Berger’s enthusiasm for her favorite gas station has resulted in a huge following on youtube.com. Berger recently brought her role as a social influencer for Kwik Trip, Inc. to her hometown Kwik Star, resulting in a full-on photoshoot at the local store.

A LOVE AFFAIR BEGINS After graduating from Waukon High School in 2012, Berger, the daughter of Rusty and Cynthia of Waukon, attended the University of Dubuque. While attending UD, she played lacrosse while majoring in accounting/human resource management and business administration. “My plan was always to be an accountant,” she said. But after working as an auditor in the Des Moines area for a year, she decided that line of work really wasn’t for her. “I went back to Dubuque and got my Masters,” she said. It was during these college years, Berger said her love affair with the convenience store began. “It really became an obsession,” she said. Berger, who also was interested in videography, started making some videos. “I started doing some silly videos talking about Kwik Trip, and sharing them. Kwik Trip started noticing,” she said.

TO LA CROSSE FOR LACROSSE In 2018, Berger landed the head coaching position for the women’s lacrosse team at the University of Wisconsin – La Crosse in La Crosse, WI, where there are more than a dozen Kwik Trip store locations. In early 2020, Berger reached out to Kwik Trip corporate with an idea for a commercial. “As it turned out, they were already shooting some commercials and they asked if I would want to be involved in one,” she said. “I told them, ‘Yes, that’s my dream.’” Berger said once she was actually involved with the company, new ideas just kept coming to her. “I was thinking, I can’t stop here. What can I do next? What can I present to them?” she said.

KT GIRL Berger pitched the company the idea of a KT Girl persona, who would travel the state of Wisconsin, stopping at every Kwik Trip and documenting her experiences. “I really didn’t know what their response would be. I was just hoping they would think it was a cool idea,” she said. Luckily for her, they bought it. “They said they loved my work and they wanted to enlist my help as a paid influencer,” she said. Berger could not have been more excited, as she and the company worked out a deal where she would travel to each Wisconsin store,  and chronicle her adventures.

HER FAVORITE THINGS Berger said she just loves what Kwik Trip offers, even though a gluten allergy has caused her to modify her diet in recent years. “If I could eat gluten again, I would say my favorites are the fried chicken and cream-filled long johns. As far as frozen pizzas go, their Pothole Pizzas are top notch,” she said. “But now that I’m gluten intolerant, I get most of my groceries out of their fresh case… and I love their coffee, too.”

KT BOUND At the start of last year, there were 457 Kwik Stars in Wisconsin, and Berger spent most of her weekends exploring them, when she wasn’t coaching. “I did all the video work. Sometimes I would ask my friends to go. My mom ended up coming in the summer. Kudos to my mom for being a champ,” she said. As for what’s next, Berger said she always hopes she will be able to find time to stay involved with Kwik Trip. Her series, “KT Bound with Cassandra: A story of love, adventure and a regional gas station,” can be seen on youtube.com.  

Jump back to navigation

The Standard Newspaper P.O. Box 286 15 1st St. NW Waukon, IA 52172 Telephone: 563-568-3431 E-mail: [email protected]

Copyright 2012 | The Standard Newspaper | All Rights Reserv ed

“KT Girl” visits every single Kwik Trip in Wisconsin

HOLMEN, Wis. (WEAU) - There are 457 Kwik Trips across the state of Wisconsin, and one woman has seen them all.

Cassandra Berger is the head women’s lacrosse coach at UW-La Crosse, but her love of Kwik Trip has earned her a different title - the “KT Girl”.

“I had always been making my own videos, just silly videos talking about Kwik Trip, and Kwik Trip shared one of my videos and said, meet my new best friend,” Berger recalled. “I was like, oh my gosh, this was the best day of my life.”

It was a video that made quite the impression on Kwik Trip Social Media Specialist Paige Forde.

“I actually did that when I was an intern,” Forde said. “She had just gotten her year in review recap, and she was kind of down about not being the top ‘tripper’ status, and we just thought it was so funny because she was just so passionate about it.”

Berger began developing a relationship with Kwik Trip, even being part of commercials, when an idea for a larger collaboration came about.

In 2021, Berger vowed to visit each and every Kwik Trip in Wisconsin, along with making videos of her experience for Kwik Trip’s YouTube page.

However, it turned out to be quite the undertaking.

“My initial thing was ok, I’m just going to travel to all the local ones, all the La Crosse ones, Onalaska, Holmen,” Berger explained. “It took me a lot longer than I thought it was going to take me because I’m kind of a chatterbox, and I go in and I talk to people, and pretty soon I’ve been to a Kwik Trip for 25 minutes, and I’ve got 25 more to hit that day.”

After making a more strategic plan, Berger actually saw it through, hitting her final store in Holmen in December.

“I was actually really sad because I was like, oh my gosh, I’ve had the best year of my life traveling Wisconsin,” Berger said. “But it was also like, oh my gosh, I can’t believe I did that.”

You may think seeing so many stores would make Berger sick of Kwik Trip, but it only reaffirmed her love for it.

“I just really like Kwik Trip’s vision, and how they are constantly evolving,” Berger expressed. “They’re always trying to be better, and I feel like that’s something that I relate to, it’s like what’s the next thing for me, what’s next on my goal list.”

Forde says Berger’s videos were a major hit throughout the year, and hopes it won’t be the last time the two join forces.

“We don’t see that we’re going to stop working with her,” Forde added. “I think it’s going to continue, maybe just through new projects.”

Berger says she’d one day like to visit every store that Kwik Trip has to offer.

The company has locations in Illinois, Minnesota, and Iowa, and is planning an expansion into Michigan this year.

Copyright 2022 WEAU. All rights reserved.

Body of missing woman found

3 people arrested on drug, firearms charges

Authorities find suspected drugs during traffic stop in Buffalo County, driver in custody

Grenade found near Chippewa River

Former police officer pleads guilty to homicide charges

Latest news.

Special Education Para in Polk County accused of exposing child to harmful material

Northwood Technical College to offer scholarship in honor of fallen officer

Eleva police chief found guilty of OWI 1st offense

Our House Senior Living honors two former brothers in blue with a ride along

Vehicle drives into pond during police chase in Eau Claire

Cassandra Berger aka Kwik Trip Girl

• March 14, 2023

Cassandra Berger joins us to tell us what’s next with her partnership with Kwik Trip.

Then, with the return of the last season of Ted Lasso, we talk about other series that ended, leaving us wanting more.

Check out this episode on Spotify and Apple Podcasts !

Cassandra Berger, aka KT Girl, is still not sick of Kwik Trip

In 2021, Cassandra Berger , aka Kwik Trip Girl , visited every Kwik Trip gas station across the entire state of Wisconsin — all 457 of them. We talk with her about her origin story, how her love of Kwik Trip has evolved, and what differences exist between the different locations. 

Follow her on either of her Instagram accounts ( @kwiktripgirl  or @ cassandrajberger )  – she may even help you get a job at Kwik Trip!

It’s Pi Day!

If you want to try to memorize the first 100 numbers of Pi, here is a song for you:

Pi Day is on March 14th (3/14) around the world. Pi (Greek letter “π”) is the symbol used in mathematics to represent a constant — the ratio of the circumference of a circle to its diameter — which is approximately 3.14159.

Math enthusiasts can use Pi Day as an annual opportunity to recite the infinite digits of Pi, talk to their friends about math, and eat pie. While only a handful of digits are needed for typical calculations, pi’s infinite nature makes it a fun challenge to memorize and to computationally calculate more and more digits.

Fun Fact: At an event outside Tokyo in 2006, Akira Haraguchi set an unofficial world record for reciting the most digits of pi: 100,000 over more than 16 hours. So, how’d he do it? In his mind, he linked each digit with a syllable and created a collection of epic stories from the words those syllables formed. For Haraguchi, pi is more than just a number—it’s a spiritual calling . He told The Guardian: “All things in this world, including ourselves, are aggregate sums of atoms, which are made up of rotating electrons. The ultimate history of mankind is moving toward a happy ending for people of all races. The Earth, the galaxy, and the universe all rotate. In other words, I think rotation is the absolute truth. So as long as I’m thinking about pi, I think I can live a life according to the truth.”

This guy sounds like he gets high off numbers.

Ted Lasso is Back Tomorrow

Ted Lasso’s third and final season premieres this week. ( Here’s the trailer .)

For such a beloved show, which such incredible characters, three seasons feels way too short. So often with American television, series drag on for way too many seasons and jump the shark. 

But we ask what series were cut too short in your opinion? What left you wanting more?

Reminder: There are 22 Days Until Wisconsin’s Spring Election.

• See what’s on your ballot here . 
• You can register to vote online until March 15th, at your minicap clerk’s office until March 31st and in person on April 4th at your polling place. Register or check your registration here .  
• Deadline to request an absentee ballot is March 30th – request yours here .

Sign up with your email address to get our weekly round-up and never miss an update. 

Other Podcasts

Changes (Hour 1)

Remembering Those We’ve Lost And UW-La Crosse Is Getting Spicy! (Hour 1)

“Breaking” News For Men, A Quiz About Breasts And The Best/Worst Movies Of 2023 (Hour 2)

New Maps And Spirit Airline Did What?! (Hour 1)

'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 .

Couple's engagement photo featuring Culvers and Kwik Trip sweaters goes viral on social media

'We went to Culvers, and after I knew that she loved Culvers I knew that she was the one,' said Andrew Meier.

KENOSHA, Wis. -- An engagement photo shoot in Wisconsin is taking social media by storm.

That photo shoot has 11,000 likes and thousands of shares on Facebook, WDJT reported .

"We met on Tinder like every other person our age these days," said Andrew Meier.

Meier and his fiancé, Annemarie Ryan, set out to take engagement photos, something that's pretty common, but they did it with a Wisconsin twist.

"It's family, Green Bay, Kwik Trip and Culvers," said Meier.

Trading the normal button downs and flowery dresses, for Culvers and Kwik Trip sweaters, debuting their love for what many would call Wisconsin staples.

Meier goes on to say his fiancé suggested the sweater shoot.

"She's like let's do Kwik Trip and Culvers, and I'm like, yeah great idea.

Meier told CBS 58 he and his fiancé had their first date at Culvers, making clear what he already knew.

"We went to Culvers, and after I knew that she loved Culvers I knew that she was the one," said Meier.

Nathan Lewis, the man behind the viral photo, said a picture like this is worth a thousand words.

"They can look back and feel those same feelings that they had so many years ago but this one is just a little extra special because it's got a Midwest flavor to it."

Lewis is co-owner of Nathan and Stephanie Photography based in Kenosha.

Meier said he was not expecting for the social media blow up, but nevertheless, the future husband-to-be, said it makes for a great story to tell future generations.

"Great Wisconsin love story, people out east and west have no idea what Kwik Trip is but that's fine we need to keep it here, keep it Wisconsin," said Meier.

Meier and Ryan are set to be married in the fall of 2023.

(The-CNN-Wire & 2021 Cable News Network, Inc., a Time Warner Company. All rights reserved.)

Related Topics

• ONLINE DATING
• SOCIAL MEDIA
• FAST FOOD RESTAURANT

All the details of Robin Roberts' upcoming wedding

Robin Roberts, Amber Laign share 18-year love story ahead of wedding

Millie Bobby Brown and Jake Bongiovi hint they're engaged

Ohio woman's fiancé arrested for her murder more than a decade later

Top stories.

The cicada invasion is coming; what to expect, from timing to noise

Funeral to be held next week for fallen CPD Officer Huesca

Bears set to announce details for new lakefront stadium

• 24 minutes ago

President Biden signs bill including $95B foreign aid package

• 14 minutes ago

Man robbed at gunpoint by group in Loop: CPD

• 21 minutes ago

New federal rules on airline refunds require cash instead of vouchers

Hammond closes schools Wednesday due to excessive call-offs

New federal rule would bar 'noncompete' agreements for most employees

Watch CBS News

Wave of social media posts about attempted gas station abductions unfounded, Anoka Co. Sheriff says

By Stephen Swanson

November 29, 2023 / 9:56 AM CST / CBS Minnesota

ANOKA, Minn. — Law enforcement leaders in the north metro are speaking out after a series of online posts about attempted abductions went viral.

The Anoka County Sheriff's Office took to X, formerly Twitter, on Tuesday to "clarify some allegations" posted to social media about kidnapping attempts at county gas stations.

The sheriff's office says it hasn't received any reports of such incidents.

The allegations appear to be part of a hoax that originated online last year, according to the fact-checking website Snopes .

MORE: Minneapolis police still searching for suspects who kidnapped and robbed victim on U campus

The posts are often tinged with racism, with most claiming "an Arab woman" is going to Kwik Trip gas stations in the Upper Midwest in a vehicle with tinted windows, where she asks other customers for help pumping gas. Her accomplice then jumps out and tries to kidnap the customer.

Snopes reports several Minnesota cities were involved in last year's hoax, including St. Francis. Police in that city took to social media in March 2022 to dispel the rumors.

The Anoka County Sheriff's Office reminds citizens to call 911 if they feel unsafe in public, and to "always be alert of your surroundings."

MORE: Police investigating attack of Muslim woman at Minneapolis gas station

• Anoka County Sheriff's Office
• Anoka County

Stephen Swanson is a web producer at WCCO. A 20-year station veteran, Stephen was a floor director for a decade before moving to the newsroom, where he focuses on general assignment reporting.

Featured Local Savings

More from cbs news.

Brown County investigating wildfires believed to be intentional

Shelter-in-place alert mistakenly issued to all of Hennepin County

Drone pilot spots 1983 BMW submerged in Twin Cities pond

Investigators search Blaine park for remains of Tamara Bradley, missing since 1994

• Today's news
• Reviews and deals
• Climate change
• 2024 election
• Fall allergies
• Health news
• Mental health
• Sexual health
• Family health
• So mini ways
• Unapologetically
• Buying guides

Entertainment

• How to Watch
• My watchlist
• Stock market
• Biden economy
• Personal finance
• Stocks: most active
• Stocks: gainers
• Stocks: losers
• Trending tickers
• World indices
• US Treasury bonds
• Top mutual funds
• Highest open interest
• Highest implied volatility
• Currency converter
• Basic materials
• Communication services
• Consumer cyclical
• Consumer defensive
• Financial services
• Industrials
• Real estate
• Mutual funds
• Credit cards
• Credit card rates
• Balance transfer credit cards
• Business credit cards
• Cash back credit cards
• Rewards credit cards
• Travel credit cards
• Checking accounts
• Online checking accounts
• High-yield savings accounts
• Money market accounts
• Personal loans
• Student loans
• Car insurance
• Home buying
• Options pit
• Investment ideas
• Research reports
• Fantasy football
• Pro Pick 'Em
• College Pick 'Em
• Fantasy baseball
• Fantasy hockey
• Fantasy basketball
• Download the app
• Daily fantasy
• Scores and schedules
• GameChannel
• World Baseball Classic
• Premier League
• CONCACAF League
• Champions League
• Motorsports
• Horse racing
• Newsletters

New on Yahoo

• Privacy Dashboard

Kwik Trip became a tradition when this Wisconsin couple was dating. So that's where they took their wedding photos.

Mark lived in Milwaukee. Katie lived in La Crosse.

When they started dating — and driving to opposite ends of the state to see each other — Kwik Trip became a constant.

"When we would travel to see each other, we'd always be stopping at Kwik Trip," Katie Endres said.

"Half way, you'd always stop at Kwik Trip to fuel up and get some food," Mark Endres said. "It kind of became a tradition."

So when the couple got married this summer in La Crosse — where the beloved convenience store chain happens to be based — guess where they took their wedding photos.

"We wanted a light-hearted, joyful, kind of funny spot to have some good wedding memories at," Mark said. "So, we chose Kwik Trip."

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

The Cass Street store was located between where they had their ceremony, Blessed Sacrament Catholic Church, and their reception venue, The Waterfront Restaurant and Tavern.

Let's just call that what it was: Fate.

"We kind of did a flash mob of sorts in front of a Kwik Trip for about five minutes or so," Mark said. "A lot of people were nearby, happy and clapping for us. It was a fun afternoon."

The groomsmen ran inside to buy snacks, and Mark told his bride that he was going to bring her a treat. Since it was a "really hot" day, he said, he wanted to go with a "cool, refreshing drink."

So what did he pick? Oh, ya know, just one of the most Wisconsin beverages ever.

No, not beer. The other one.

With 2% pints of milk in hand, the newlyweds interlocked arms and took a swig as  James Stokes Photography  captured the moment.

"I don't even drink 2% milk," Katie laughed. "But I thought, 'You know what? I will for you because you're now my husband.' "

They knew 'right away' they were meant for each other

The pair, both teachers, met on CatholicMatch.com shortly before the COVID-19 pandemic hit.

"I knew right off the bat that this was the one that God had in store for me," Mark said. "We had that sense that you just knew right from the get-go. I was just attracted to Katie and her personality, her warmth, her faith and just how kind and selfless she is."

"I knew right away, too," Katie said. "I was just drawn to his personality. And he was so kind and thoughtful and faithful and fun to be around. It just was an instant click for both of us."

For them, dating during a pandemic looked like hiking, biking, running, kayaking, cooking, watching movies and playing games together.

On a snowy February day in 2021, the two hiked at Indian Lake County Park to the top of a hill with a chapel that Mark said his relatives built hundreds of years ago. They came down engaged.

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

RELATED: These Kwik Trip 'superfans' had their wedding photo shoot at the convenience store

'Surreal': Kwik Trip shared the wedding pics with their followers

This past weekend, the now-Milwaukee couple were out for a walk when all of a sudden their phones started blowing up with messages and social media notifications.

Kwik Trip had shared Katie and Mark's wedding photos with their more than 627,100  Facebook and 125,000  Instagram followers.

"It was a little surreal," Katie said.

"This photo is just to make people smile and laugh, and be a joyful, fun part of their day," Mark said.

Yes, the couple did also take additional photos elsewhere.

"It's a day we'll never forget," Mark said. "It's our best day, favorite day ever."

View this post on Instagram A post shared by Kwik Trip (@kwiktrip)

Contact Hannah Kirby at [email protected] . Follow her on Twitter at @HannahHopeKirby .

Our subscribers make this reporting possible. Please consider supporting local journalism by subscribing to the Journal Sentinel at jsonline.com/deal .

DOWNLOAD THE APP: Get the latest news, sports and more

This article originally appeared on Milwaukee Journal Sentinel: Milwaukee, Wisconsin couple take wedding photos at La Crosse Kwik Trip

Recommended Stories

Jamie dimon is worried the us economy is headed back to the 1970s.

JPMorgan's CEO is concerned the US economy could be in for a repeat of the stagflation that hampered the country during the 1970s.

Based on the odds, here's what the top 10 picks of the NFL Draft will be

What would a mock draft look like using just betting odds?

Broncos, Jets, Lions and Texans have new uniforms. Let's rank them

Which new uniforms are winners this season?

WNBA Draft winners and losers: As you may have guessed, the Fever did pretty well. The Liberty? Perhaps not

Here are five franchises who stood out, for better or for worse.

Everyone's still talking about the 'SNL' Beavis and Butt-Head sketch. Cast members and experts explain why it's an instant classic.

Ryan Gosling, who starred in the skit, couldn't keep a straight face — and neither could some of the "Saturday Night Live" cast.

Dave McCarty, player on 2004 Red Sox championship team, dies 1 week after team's reunion

The Red Sox were already mourning the loss of Tim Wakefield from that 2004 team.

Ryan Garcia drops Devin Haney 3 times en route to stunning upset

The 25-year-old labeled "mentally fragile" by many delivered the upset for the ages.

Jets trade QB Zach Wilson to Broncos

Wilson's starting over in Denver.

Yankees' Nestor Cortés told by MLB his pump-fake pitch is illegal

Cortés' attempt didn't fool Andrés Giménez, who fouled off the pitch.

Chiefs make Andy Reid NFL's highest-paid coach, sign president Mark Donovan, GM Brett Veach to extensions

Reid's deal reportedly runs through 2029 and makes him the highest-paid coach in the NFL.

2024 NFL mock draft: With one major trade-up, it's a QB party in the top 5

Our final 2024 mock draft projects four quarterbacks in the first five picks, but the Cardinals at No. 4 might represent the key pivot point of the entire board.

Here’s when people think old age begins — and why experts think it’s starting later

People's definition of "old age" is older than it used to be, new research suggests.

Donald Trump nabs additional $1.2 billion 'earnout' bonus from DJT stock

Trump is entitled to an additional 36 million shares if the company's share price trades above $17.50 "for twenty out of any thirty trading days" over the next three years.

Arch Manning dominates in the Texas spring game, and Jaden Rashada enters the transfer portal

Dan Wetzel, Ross Dellenger & SI’s Pat Forde react to the huge performance this weekend by Texas QB Arch Manning, Michigan and Notre Dame's spring games, Jaden Rashada entering the transfer portal, and more

Lions' new uniforms get leaked early, and they find some humor in it

The Lions' new uniforms got released prematurely.

What US taxpayers will get for another $61 billion to Ukraine

Congress is finally providing more of the aid Ukraine needs to survive. Here's why this is money well spent.

The new Ford Mustang's V8 is available as a crate engine

Ford offers the new Mustang's updated 5.0-liter Coyote V8 as a crate engine, and it also sells a supercharger kit that unlocks a total of 810 horsepower.

Bears to reportedly request more than $2 billion in public money to fund $4.6 billion stadium project

The numbers for the Bears' proposed stadium project are astounding.

Yankees manager Aaron Boone ejected after fan mouths off to home plate umpire

You don't see an ejection like this every day.

NBA Playoffs: Lillard sinks the Pacers, Celtics-Heat controversy, plus injury concerns for Kawhi & Embiid

Vincent Goodwill and Amin Elhassan react to (just about) every Round 1 game of the NBA Playoffs after the first games have been played over the weekend.

CStore Decisions

What You Can Learn From Kwik Trip’s Social Strategy

By Therese Nguyen | February 3, 2023

It’s no secret that competition can get tough among convenience stores. Luckily, social media has emerged as a powerful marketing tool that can help brands stand out among the rest.

CStore Decisions recently released The 2023 Social Media Awards , powered by RivalIQ , which looked at which convenience stores were performing best across social media platforms.

And the convenience store that’s undoubtedly mastered the art of social? Kwik Trip.

Whether it was Facebook or Instagram, Twitter or TikTok, the Midwestern chain never fell below the Top 3 in our ranking of top-performing convenience store brands on social media, notably ranking No. 1 when it came to TikTok.

So, how exactly did Kwik Trip end up on top? Competitive social media analytics app Rival IQ analyzed the brand’s highly entertaining content to identify the top five strategies it used to rack up impressive levels of engagement. Let’s jump right in.

1) Be #Relatable

Creating relatable content has long been a tried-and-true tactic for driving engagement. Most of us are simple creatures, after all. We see a post we identify with and we double-tap “like.”

Knowing this, Kwik Trip’s social team did a stellar job of creating content that would acutely resonate with its target audiences. The convenience store chain never shies away from directly addressing a niche audience. Rather than trying to appeal to “everyone,” the brand embraces a particular segment by unapologetically posting content that’s clearly meant for them.

In the case of the two examples below, Kwik Trip tapped into the experiences and humor of Gen Z college students from the Midwest. By reenacting entertaining scenarios that those students would find relatable, the brand not only captured their attention but also secured impressive levels of engagement, including positive comments from those who were eager to chime in with their own opinions on the familiar experience.

@kwiktrip Relatable. #kwiktrip #midwest ♬ original sound – Kwik Trip

With a caption that succinctly encapsulates its goal, the above TikTok made it into the top 5 of Kwik Trip’s most engaging posts across all social platforms with an engagement rate by follower of 47.7%.

Another video, which uses a popular meme of actor Robert Pattinson to express the feeling of awkwardly running into an old high school classmate, saw similar numbers. Boasting an engagement rate of 42.2%, the TikTok performed 30.2x better than the average of every Kwik Trip social post in 2022.

There’s no question that Kwik Trip’s niche targeting had a lot to do with the success of its social strategy. With a crystal clear image of its audience in mind, the convenience store brand was able to create content that was boldly specific and refreshingly relatable.

The lesson here? Don’t get caught up in appealing to the masses. Find ways to connect with your target audience over unique shared experiences, no matter how minor or niche they may seem. When your viewers find your posts relatable, they won’t be able to resist engaging.

2) Embrace the Trends

Trends are a fantastic way to boost exposure and connect with a wider audience over what essentially feels like a shared inside joke. It should come as no surprise then that one of the biggest drivers of Kwik Trip’s impressive engagement levels is its participation in viral content trends.

The beauty of trends is that they grow as more and more creators put their own unique twist on them. In fact, users expect trends to evolve, meaning brands have so many more opportunities to jump on a trend than they usually think. It just takes a little out-of-the-box thinking.

Kwik Trip, for instance, promoted its butter sale, by simply hopping on a viral meme that was trending on TikTok: giant dancing Shrek. The trend was not only easy to join (users would use a filter where a giant Shrek in a catsuit would pop up and “be spotted” dancing in random locations) but it also perfectly aligned with the humor of Kwik Trip’s Gen Z audience.

@kwiktrip $2.49 limit 5. #kwiktrip #butter #midwest #shrek ♬ original sound – edaheeransgingerpub3s 😘🤪

Considering how fast trends move on social, Kwik Trip’s ability to keep up deserves admiration. Not only is the convenience store great at staying on top of the latest trends, but it also does a stellar job of creatively applying trends to its brand in a way that resonates with its audience.

At the same time, though, having a social media team that’s “kwik  ” on their feet is only the first step. The team also needs to be empowered to post without having to go through layers of red tape. After all, what’s the point of creating on-trend content if the trend is already outdated once higher-ups finally approve the post?

Fortunately, as the TikTok above seems to suggest, the Kwik Trip social team seems to be fully supported by their boss. And, in embracing trends fully, the convenience store has thrived on social media. Certainly, for any brand looking to up its trend game, Kwik Trip’s approach is worth taking a look at.

3) Humanize Your Brand

Amplifying its strategies of being relatable and trendy is Kwik Trip’s tactic of having actual team members be the face of the brand.

Countless videos feature the same few people from the Kwik Trip social media team, giving viewers recognizable faces that they can connect with. Having real people — not a faceless logo — represent the brand both humanizes it and legitimizes the brand personality, making its actions seem less calculated and more genuine.

On top of having real people represent the brand on social, Kwik Trip also embraces showing common human emotions. Its social team tells jokes, replies to comments and, as seen below, reacts to celebrities DM-ing them, just like any normal person would.

@kwiktrip @Yung Gravy 🍯 #kwiktrip #midwest ♬ original sound – Kwik Trip

Bottom line? Social media is the ultimate opportunity to show off your brand’s personality. Take advantage of it!

4) Stir Up Engagement

Another tactic that’s served Kwik Trip well? The chain is never afraid to stir up some trouble — all in the name of good fun, of course.

With unapologetic quips reminiscent of Wendy’s iconic roasts on Twitter , Kwik Trip has drawn plenty of engagement by getting into it with competitors and fueling some good ol’ Midwest rivalries. Fittingly, its bio on Twitter reads “ We roast more than our coffee. ”

Kwik Trip’s appetite for good-natured jabs isn’t limited to just Twitter. The video below was posted to both TikTok and Instagram, with both posts making it in the top 10 of the brand’s most engaging posts based on engagement rate by follower.

@kwiktrip (This is a joke, people.) #kwiktrip #midwest #wisconsin #minnesota #iowa ♬ original sound – Kwik Trip

By chiming in on “controversial” topics, Kwik Trip was able to organically drive discussion and interaction among its viewers. While you’ll obviously want to avoid touchy topics that could alienate your audience, initiating friendly debates or asking thoughtful questions in a similar way can be a super effective way to boost social engagement.

5) Repurpose What Works

The final lesson to draw from Kwik Trip’s social media strategy is to repurpose your social content thoughtfully.

A longstanding social media best practice has been to carefully create content according to the nuances of each channel. In other words, rather than having identical feeds across different social platforms, your content style should be fitted to the platform you’re posting on. After all, an Instagram carousel of aesthetically pleasing photos wouldn’t necessarily work well on TikTok.

However, this doesn’t mean that you shouldn’t repurpose content across channels. Instead, being selective about what gets reshared is the way to go — which is exactly what Kwik Trip does so well.

A quick scroll through each of the chain’s social profiles and you can see that not every piece of content makes it across all channels. Instead, only certain — typically well-performing — posts are repurposed, presumably after the social team observes how well it does on the original channel.

Case in point, this Instagram Reel was posted over a week after the same video racked up plenty of comments and other engagements on TikTok . With 12.9K engagements and an engagement rate lift of 7.88x compared to all of Kwik Trip’s social posts in 2022, it’s no wonder that the TikTok was reposted to Instagram.

Kwik Trip’s choice to repurpose its top-performing videos certainly paid off. As seen from the stats below, the same piece of content was able to earn nearly twice the engagements just by reposting it again to another platform.

Like Kwik Trip, your brand likely has plenty of stand-out content that would perform well across channels. Be strategic when repurposing your top posts and you’ll not only save time and effort but also boost your reach and engagement.

Wrapping It Up

So there you have it! Hopefully this deep dive into Kwik Trip’s success on social has inspired you to spruce up your own strategy for the year. Whether you come away with new learnings or are able to validate your own approaches, there’s always value to be found in studying what’s worked well for others.

Download your free copy of The 2023 Social Media Awards here.

Therese Nguyen is a former marketing manager turned freelance content writer based in Dallas. Working with agencies and B2B brands, she specializes in covering the latest developments in marketing trends, insights and strategies. Rival IQ is a Seattle-based social media analytics company that helps social media professionals maximize their impact with competitive benchmarking, comprehensive analytics and automated insight generation.

Related Articles Read More >

Foxtrot, Dom’s Suddenly Shutter All Stores, Cease Operations

Pilot Names New President of Energy Division

Buc-ee’s Opens the Largest C-Store in Texas

AMCON Acquires Richmond Master Distributors

Search cstore decisions.

• Today on CSD
• Foodservice
• Fuel & Gas
• Health & Beauty
• Independent Operators
• Operations & Marketing
• Hot New Products Contest
• Beverages & Cold Vault
• Candy, Gum & Mints
• Digital Issues
• Research & Downloads
• Podcasts/How To Series
• On Location
• Leaders in Convenience
• Rack Prices
• Sponsored Content
• Category Insights
• Webinars / Digital Events
• White Papers
• 2023 Chain of the Year
• 40 under 40
• Convenience Directions
• NAG Convenience Conference
• Young Executive Organization
• Top 111 Chains
• National Advisory Group