The way I was told is, Casey’s and KwikTrip had an informal agreement not to encroach on each other’s territory. Casey’s then started aggressively expanding everywhere, including into Wisconsin, so KwikTrip/KwikStar started doing the same in Iowa.
I don’t know if that’s a true story, but it seems plausible. I see KwikStars everywhere I go in Iowa, they’re building a brand new one on the North Liberty/Tiffin border, and frankly - they put Casey’s to shame quality-wise. If that is an accurate description of events, Casey’s did not make the right play.