Trimark of Excellence

Three Easy Steps to Increase Your Business

Small improvements in each of these areas could reap big rewards!

Fueling Excellence

The outside of your location is clean and visually appealing to your customers and that they have a nice experience while filling up at the pump.

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Shopping Excellence

The inside of your location is clean, easy to get around and nice to look at for your customers — especially the restrooms.

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Customer Excellence

You and your employees look nice and give friendly, helpful service to each customer that walks through your door.

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The Trimark of Excellence Mystery Shop Program is uniquely designed to protect the integrity of the CITGO brand and reward you for your day-to-day efforts to maintain it. It creates consistency across the brand and allows for tracking accomplishments as well as areas of improvement, both in store and at the pump.

Additional Information

Mystery Shop Frequency

Your locations will be shopped secretly by a third-party vendor four times per year, so we can give you better feedback.

  • Shop One: Jan. 1 - March 31
  • Shop Two: April 1 - June 30
  • Shop Three: July 1 - Sept. 30
  • Shop Four: Oct. 1 - Dec. 31

View Trimark of Excellence reports

Grading System

The grading system pinpoints your performance based on a possible score of 100% plus up to two bonus points, with all questions allowing for partial credit. A pass/fail score will be given on select brand image questions. Locations that score 97% or higher on any given shop will receive a reward.

Locations scoring 80% or lower on any given shop are considered failing and penalties will be applied.

Questionnaire/ Checklist

The questionnaire emphasizes consistency and is divided into three sections that encompass the overall retail experience of your customers—fueling excellence, shopping excellence and customer service excellence.

View the Checklist


Make Your Mark. Reap the Rewards.

Your attention to retail detail will not go unnoticed!

gift card Trimark of Excellence
Trimark of Excellence certificate

Quarterly Rewards

If your location scores 97% or higher on a quarterly shop, you will receive the following from your gasoline supplier:

  • $250 in CITGO Gift Cards
  • A letter of commendation
  • A performance certificate to display in the store

Annual Rewards

If you are among the top 500 retail locations for the year, you will receive the following from your gasoline supplier:

  • $500 in Visa® gift cards
  • A recognition plaque
  • A letter of commendation


You will be notified that your mystery shop survey was completed after each shop. Contact your CITGO gasoline supplier to review your results. You can also review results on, if your location is registered on the website. Just click the “Mystery Shop Results” button.


Your gasoline supplier will receive the following penalties for each location scoring less than 80% on consecutive shops. They will decide whether or not to pass them on to you.

  • 1st failure - warning letter (no charge)
  • 2nd consecutive failure - $500 charge
  • 3rd consecutive failure - $1,000 charge and subject to debrand
  • 4th consecutive failure - $2,000 charge and subject to debrand
  • 5 or more failures - $2,500 charge and subject to debrand

After the first-quarter results are completed, Retailers that register on this site will have access to:

  • Quick, easy-to-understand performance reports
  • A complete survey review after each shop
  • A request for appeal process should you question your scores for any reason


To receive points back on your survey for corrections made to select branding issues, or if you feel a scoring error was made, you can submit an Appeal by clicking the “Appeal” button at the top of your survey in the Alta360 Research reporting portal. All correction photos should be taken from the same spot as the original mystery shop photo. Appeals must be submitted within 30 days of the original mystery shop or up to 10 days after the close of the quarter, whichever comes first.

Locations who receive a Brand auto-failure can retroactively receive their points back (and any penalties) if you submit an appeal with correction photos prior to the end of the following quarter.

Steps to submit an Appeal

Tips & Tricks

Tips & Tricks is a feedback feature found on your quarterly mystery shop reports. Automatically populating under select questions, they provide you with solutions to file existing issues in order to avoid penalties on future shops. They do not offer points back.