This month, someone will make the one billionth surcharge-free ATM withdrawal at a Wawa. Brand-and-marketing experts said Wawa's maintenance of surcharge-free ATMs even during a down economy burnished the company's reputation for being focused on consumers' desire for convenience and value. Richard Lancioni, professor of marketing and supply-chain management at Temple University’s Fox School of Business, said the ATMs built demand for other products in the stores.