ALEXANDRIA, Va.—Forbes has released a new list—Halo 100—highlighting brands that deliver the experience that customers want to have. The list measures how well and how responsibly brands are serving their U.S. customers.
“For every consumer, after all, the relationship with brands is a personal one. When companies make you feel like their products are designed to serve you, you enjoy the experience of using them. When you feel like those brands are also a force for good, it adds to the halo that keeps you coming back,” wrote Forbes.
Wawa, which operates in Pennsylvania, New Jersey, Delaware, Maryland, Virginia, Washington D.C. and Florida, made the list at No. 12. Check out Wawa’s commitment to its people, and how it makes an impact in the lives of the customers the stores serve through its social purpose.
QuikTrip comes in a No. 36. The brand owns and operates 835 convenience stores and gasoline service stations throughout 11 states in the South, Midwest and Southwest. Around 20% of the privately held company is owned by non-family members through an employee stock ownership plan, while the Cadieux family controls most of the remainder. Quiktrip expanded its remote travel center network in 2021. These locations are about 30% bigger than the usual 4,100-to-5,700 square-foot store footprints.
Costco topped the Halo 100 list. The warehouse retailer has been chartering its own ocean vessels in order to keep supply in stock for its customers, while many other retailers are grappling with low stock and empty shelves. Last fall, Costco raised its starting wage for hourly store workers in the U.S. from $16 an hour to $17. This was the second time in 2021 that Costco raised its wages—in February, Costco raised its minimum wage to $16. Costco has around 180,000 U.S. employees, and 90% of them work hourly. The raise allows Costco to pay $2 above Target and Amazon’s minimum wage and $5 above Walmart’s.
In-N-Out Burger, Chick-fil-A, Publix Super Markets and Trader Joe’s rounded out the top five.
Forbes created the list in partnership with HundredX, a Dallas-based data and analytics company. The list was compiled by asking consumers to select up to 75 brands that matter to them from more than 2,000 options and share their opinions and experience with those brands. HundredX gave money to their favorite charity in return.