Buc-ee's Biggest Marketing Hack

---

This post was written by Setup’s Marketing Manager, Madeline Evans.

---

From scrolling past numerous photos of a friend posing with the beaver statue, to seeing strangers in a supermarket sporting the Beaver branded t-shirt…having never heard of it, I started wondering what was Buc-ee’s secret and how did they create super fans? 

Did the merch come first and then the fans? Or vice versa? What was the big deal? 

…But then I took a trip to the world’s largest convenience store myself, and I knew. 

The answer to all of my questions is summed up by these words and one of the most important marketing strategies: Phenomenal Customer Experience. 

Originally founded in 1982, Buc-ee’s has been growing in popularity over the last decade, and even became a worldwide sensation over the last few years as it has swiftly taken over the southeast. During my visit to the store, I asked the cashier about the phenomenon. He told me that people come from all over the world ranging from Canada to Australia just to experience it. 

What makes Buc-ee’s a destination instead of a normal rest stop?

A brief summary would be: The food, service, and space (and lots of it)! 

What can other brands learn from Buc-ee’s superior customer experience?

True to their mission.

Buc-ee’s is “committed to providing a clean, friendly, and in stock experience for our customers.” Their mission harps on the fact that, “Regardless of where you may find us, if the store is big or small, near or far, the mission remains the same.” 

This consistency and focus on quality is what draws the crowds. Their domination, though slow and steady, is purposeful as they master providing an excellent experience to one area before thoughtfully expanding to the next area conveniently distanced from another major city. The CEO, Arch Alpine III, shared in other interviews that, “No one starts at the top. You must start at the bottom to build a great company, then a great brand.”

Alpine also prioritizes quality by ensuring the cleanliness of bathrooms - stating that some employees spend their whole shift making sure the room is in tip top condition. (It works, because they’ve won an award for cleanest restrooms! Also think about your own trips - would you rather hover over a dirty toilet seat, or know you’re going to be taken care of?) 

A people business.

Buc-ee’s keeps the people who work for and visit the store top of mind. 

By offering a competitive hourly wage starting at $15/hour with benefits, the company ensures maintaining a satisfied staff because that trickles down to how they serve the customer. 

Even the layout design is catered to the average roadtripper and their experience. Instead of focusing on profit by catering to everyone and using the space to cram oversized 18 wheeler trucks, Buc-ee’s is very intentional about who they serve and leave plenty of space for the cars of their visitors.

Treats, smiles, and space galore - Buc-ee’s exceeds expectations at every turn, always thinking about what would make the customer’s time spent more fulfilled. 

Aggressive branding. 

Buc-ee’s has an ability to somehow wrap you into their hype. Call it southern or Texas hospitality, but their enthusiasm and love for their own brand and customers has a way of making you feel hype too. They include their audience in their branding. And audiences love to be celebrated. Brands who include consumers in their brand celebration and existence tend to be more successful. 

As someone who used to spend their teenage years hanging out at the cleanest gas station nearby, (which happened to be a QuikTrip, then later a RaceTrac at the time) Buc-ee’s is surpassing convenience stores and rest stops as the “place to be.” 

Next time you find yourself on a road trip, be sure to stop by to take a picture with the beaver. We promise that the experience lives up to the hype, and that beaver is a lot bigger and more shocking in person.