If you’ve passed through parts of New Jersey some time since June, you may have seen our advertising campaign alerting customers about credit surcharges, fees that an increasing number of retailers charge when customers purchase fuel with credit cards instead of cash. The purpose of the campaign was to draw attention to the practice of posting competitive fuel prices for cash purchases, then adding several cents per gallon to credit card purchases when the transaction is actually completed. We call this campaign “Prices You Can Trust,” and because this practice is happening more and more, this week we are expanding the campaign throughout the Philadelphia area. 

As leader in convenience we feel it is our responsibility to protect the consumer, and hopefully clear up any confusion around this issue.  Through radio spots, billboards, banners and full-page newspaper ads, we are educating our Philadelphia area customers about a price structure that can be perplexing.  More importantly, we are letting our customers know that at Wawa, we always offer one low price for both cash and credit – and never impose a credit surcharge in any of our 270 stores with gasoline. 

We don’t believe in surcharges, and we don’t believe in letting customers pay them elsewhere because they are confused or unaware that the practice is going on at all.

As I’ve said before, part of our commitment to simplifying our customers’ lives is making concepts as easy to understand as possible.  So as we disclose these important pricing messages to the public, we hope to let customers know that at Wawa we pledge to always provide prices you can trust, and pricing that is always fair and always simple to understand.  This is brand promise you can trust.

 ‘Til next time…