Gasoline is the only product in America advertised on a sign you can read from a moving car.
Not milk. Not coffee. Not a sandwich.
That sign is not confidence. It is surrender.
A gallon of gas is the one item in the building where the customer already knows the competitor’s price, and the retailer keeps almost none of what the customer pays.
So the station stopped being a station. It became a kitchen with pumps attached.
Wawa did that earlier and harder than most, and it did one more thing on top: it handed a slice of the result to the people behind the counter.
That second part has been tested in federal court twice.
Here is what the numbers and the dockets actually show.