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SBK Research

A recent survey of 170 non-Sweetz customers reveals trends in bakery purchases at Sheetz, indicating a skew towards female respondents, though males are equally likely to purchase bakery items. Females typically buy bakery products more often; however, males shop at convenience stores more frequently, leading to higher bakery purchases at Sheetz. Notably, 74.9% of respondents increased their bakery purchases or tried new items due to a recent change. Customers expressed satisfaction with the bakery experience, with importance varying by income level.

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SBK Research

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  1. SBK Research BAKERY Online survey to Non-Shweetz customers n=170 March 09

  2. Respondent Profile Respondents skew female, but males are just as likely to purchase bakery at Sheetz. Any differences in results by gender will be noted. When looking at bakery products in general, females buy more often. However, since males shop c-stores more often, they buy bakery at Sheetz more often than females.

  3. Respondent Profile (Continued) Sheetz gets the majority of respondents bakery purchases. When looking at bakery products in general, females buy more often. However, since males shop c-stores more often, they buy bakery at Sheetz more often than females.

  4. Sheetz Purchases n = 168

  5. Why do you buy less bakery at Sheetz?

  6. Impact on Sheetz Bakery Purchases An amazing 74.9% of respondents are either buying more bakery, started to buy bakery or tried new bakery items at Sheetz as a result of the change.

  7. Bakery Attribute Importance and Sheetz Performance Customers are very satisfied with their SBK bakery experience at Sheetz. Females score everything slightly higher (importance and Sheetz performance) Selection/variety of items to choose from more important to lower income (under $25,000) Filled donuts and cookies has the lowest “in-stock” scores. Customers rated how important each of these attributes were to making their bakery purchase decision. They used a scale of 1-5, where “5”=extremely important. In the next question they were asked how satisfied were they with Sheetz performance on these attributes. They used a scale of 1-5, where “5”=extremely satisfied.

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