ExtraMile earned second place in CSP’s 2025 Thriller Store audit. | ExtraMile
After finishing a chainwide inside refresh, ExtraMile is popping its consideration to the outside as a part of a multiyear effort to raise the convenience-store expertise. That dedication is already paying off: ExtraMile earned second place in CSP’s 2025 Mystery Shop with a rating of 96.8%.
Nouria, Worcester, Massachusetts, is the 2025 CSP Intouch Perception Thriller Store winner, taking house an general rating of 97.62% in its fourth yr collaborating within the audit, which evaluates collaborating convenience-store chains’ cleanliness, workers and extra. York, Pennsylvania-based Rutter’s acquired the third-place rating of 96.53%.
The Thriller Store audit assesses convenience-store chains with two kinds of research: a revealed audit, which accounts for 60%, and a covert audit, which accounts for 40%. A complete of 1,000 audits have been carried out between April 30 and June 2.
The annual examine is accomplished by Intouch Perception, Ottawa, Ontario, a buyer expertise options and thriller purchasing firm that makes a speciality of serving to multi-location manufacturers obtain operational excellence, in partnership with CSP.
ExtraMile Comfort Shops, Pleasanton, California, is a three way partnership of 1,123 shops owned by Houston-based Chevron and Meridian, Idaho-based Jacksons Meals Shops.
The chain spent 2021-2024 updating the interiors of its shops, with refreshments that embody modernized paint schemes, graphics, class identifiers, refrigeration ground tools, reconfigured layouts and subway tiles within the allotted beverage space.
ExtraMile acquired 98.7% within the inside class of the Thriller Store revealed audit, second solely to Nouria.
Because it wrapped up its interior refresh, ExtraMile launched an exterior replace, which has been below manner for a few yr and a half. The corporate goals to finish this transformation by 2027, mentioned Dennis Francis, director of operations at ExtraMile. The chain’s exterior acquired a rating of 97.3% within the Thriller Store revealed audit, a tie for fourth place.
“Each retailer may have a brand-new exterior with new commerce costume, coloration palettes and an entire new brand,” Francis mentioned.
The up to date brand is extra legible and shall be featured throughout all promoting automobiles, private-label merchandise, espresso cups and extra, he added.
Elsewhere within the revealed portion of the audit, ExtraMile’s scored nicely in workers, 99%, and occasional, 98.6%.
“Each retailer may have a brand-new exterior with new commerce costume, coloration palettes and an entire new brand.” —Dennis Francis, ExtraMile
As a result of ExtraMile shops are owned by impartial contractors and workers report back to their franchisee supervisor, passing requirements down from company to store-level workers isn’t so lower and dried, Francis mentioned. To remain linked, senior management groups go to shops often.
“This offers managers and retailer workers accessibility to senior management publicity and consideration for future technique,” Francis mentioned. “Our consulting, requirements and applications are what drives a tradition the place we attempt to talk, educate and educate how necessary it’s to be pleasant to our prospects, to one another, to be in correct uniform and to greet.”
These applications embody its personal thriller store, ExtraMile Stars, which occurs six instances a yr, specializing in customer support, foodservice, allotted drinks, tobacco, heart retailer and restrooms. Chevron performs two evaluations. Its Buyer First thriller store assesses the forecourt and backcourt 4 instances a yr, whereas its Buyer Picture analysis entails introduced visits for every class two instances per yr. The applications are carried out in partnership with Ipsos, a market analysis firm based mostly in Paris.
“These applications are strengthened by ExtraMile franchise enterprise consultants and Chevron retail enterprise consultants, which is a superb partnership driving the identical message,” Francis mentioned.
This dedication to enhancing the model extends to ExtraMile’s espresso program.
ExtraMile, which acquired 98.6% on the revealed espresso audit in CSP’s Thriller Store audit, has been broadening its assortment, Francis mentioned.
The chain now serves quite a lot of choices, together with bean-to-cup, nitro brew, iced espresso, frozen espresso and seasonal flavors. ExtraMile additionally has improved its customization station, refining each its design and the vary of syrups and flavors out there, mentioned Francis.
Francis mentioned the corporate commonly visits opponents to remain forward of trade developments. One other issue contributing to ExtraMile’s aggressive edge is its franchise homeowners, a lot of whom additionally personal shops from different manufacturers.
“A few of them [own stores under] all of the manufacturers we compete with,” Francis mentioned. “I like to have conversations with them. We will discuss very clear and sincere to one another.”
Within the thriller store portion of the audit, ExtraMile earned high scores for clear restrooms, 100%, and well-stocked shops, 99%.
He added that Chevron’s emphasis on cleanliness has influenced ExtraMile’s operations, with the corporate’s cleanliness tradition being strengthened by way of its personal thriller store applications.
ExtraMile takes a constructive method to worker evaluations throughout retailer thriller outlets. As a substitute of penalizing employees for scoring under 96%, the main focus is on encouraging steady enchancment. Workers are given the chance to appropriate points, like cleanliness or inventory ranges, throughout the analysis and nonetheless earn full factors. This shifts the system from punitive to supportive, Francis mentioned.
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