QuikTrip competes with the likes of Arco and its AM/PM markets, Circle K, and 7-11, which offers low cost gas, convenience store amenities and prime location on major street corners. What sets QuikTrip apart from others is its commitment to providing clean, safe, well-maintained facilities inside and out. Brightly lit and well-spaced gas aisles combined with video surveillance cameras are the hallmark of every QuikTrip station. The convenience store interiors are kept much the same with an interior layout that flows easily around a large, elevated cashier's platform.

Noticeably absent at a store location are garbage, excess oil or gas stains on the ground and the overall grungy environment that plagues many older, low-cost gas stations. According to its website, the company closes aging convenience stores as quickly as it builds new convenience stores, spending over $50,000 a year per store on landscaping, remodeling and maintenance. The average store age is just seven years old.

In addition to facilities quality, QuikTrip takes its branding seriously. Branded elements are prevalent throughout the environment inside and out. From prepaid gas cards to employee polo shirts, the corporate visual identities employ a cheery white on red color scheme in large, friendly sans-serif fonts. One version spells QuikTrip out and typically appears on the high façade of the convenience store and the top of gas pumps. The other is the QT "shorthand" box version that appears on the high gas aisle canopies.

In keeping with the times, the identity is extended to the computer interface of each pump and also to a separate screen providing audio and visual media that plug the brand's commercials. The result is a very clean, friendly and consistent system using traditional and new media.

QuikTrip seamlessly extends its branding to interior facilities, both in its convenience stores and truck-stop (travel) centers. What is most interesting is how the company has taken the branded convenience food model started by 7-11 and Circle K many years ago and married it with a touch of Starbucks. In addition to the typical convenience store fare of hotdogs, sandwiches (in this case Quik 'n Tasty sandwiches), mainstream snack foods, and large fountain drinks, QuikTrip also offers its own Hotzi breakfast sandwiches (including lo-carb versions), Freezoni ice drinks, bottled Hydr8t sports drinks, and Steamers flavored steamed milk. The company reportedly makes over 25 million sandwiches annually.

The serve-yourself coffee bar provides everything from cappuccino to Chocolattes and a full fledged "Flavor Center" dispensing creamers and flavors to customize drinks. There is even QuikTrip private label coffee for home brewing, priced much lower than most premium coffee brands. QuikTrip may be fast to get in and out of, but there is sure plenty to look at along the way.

The brand also takes an approach to youth and corporate responsibility. Cigarettes are not within easy sight nor are adult magazines present (representing a reported million dollar loss in profit). The company works with Safe Place, an organization dedicated to helping youth in trouble, to provide a safe and non-threatening environment for run-away or youth in trouble on the street. Store employees are mandated to provide the youth with something to eat and drink, while "a volunteer is called to pick them up at the store and take them either to get professional help or to a place to stay until their situation can be resolved." QuikTrip donates five percent of its annual profits to various local charities including those that provide Safe Place volunteer training.

Low cost, high quality, and socially responsible—what will a brand think of next?

Alycia de Mesa is a brand identity consultant and writer with over 10 years experience from Fortune 100 to start-up companies. She is author of Before The Brand, the definitive brand identity handbook, published by McGraw-Hill (under the name Alycia Perry).