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Four of the top 10 neighbors are athletes — Jordy Nelson at 0.97, Clay Matthews III at 0.94, Davante Adams at 0.92, and Aaron Rodgers at 0.90 — making Kwik Trip's nearest audience shape look more like a Green Bay Packers fan club than a convenience retail peer set.
The shape is broad: all 10 neighbors score above 0.89, with no single dominant pull and no sharp drop-off. The Milwaukee Brewers (0.94) and Green Bay Packers (0.93) round out a sports-team cluster that, combined with the four athletes, accounts for six of the ten positions. The remaining four are a regional grocery chain — Hy-Vee at 0.93 — a mid-range hotel brand, AmericInn at 0.91, a regional humor account, Midwest vs. Everybody at 0.90, and a food brand, Culver's Restaurants at 0.90. Notably, no other convenience brand appears in the top 10; the two direct category peers, Kum & Go and Casey's, sit just outside at positions 12 and 13 in the broader data. The cross-kind pattern here is the finding: Kwik Trip's audience shape is defined primarily by Midwestern sports fandom and regional identity, not by convenience retail overlap.
The tight band of high scores across such a varied mix of subcategories — athletes, sports teams, a grocer, a hotel chain, a meme account — signals an audience with a strong, coherent regional profile that cuts across category lines.
