Case study: Buc-ee’s Mega-Convenience Store

The place I just moved from (southwest Missouri) has been abuzz about the newly opened Buc-ee’s. Social media accounts show photo after photo of cars lined up to make their first visit.

So what’s Buc-ee’s and why are people waiting in line to visit?

Buc-ee’s is an American chain of gas stations headquartered in Texas and expanding across the south. They’re known for the size of their locations (imagine a gas station 3x larger than the standard with 5x as many pumps), a massive beef jerky selection, BBQ sandwiches ready to go, and more souvenirs and travel items than you can imagine.

All this got me thinking … “Why are Buc-ee’s so well loved and what is their strategy?”

Strategy is about being different.

To figure this out, it’s important to understand that strategy isn’t about beating the competition. Rather, strategy helps you separate from the competition so you can play at a completely different game.

Sadly, most brands compete by trying to win. They chase the same customers, try the same tactics, and fight over the same scraps. It’s a one-way ticket to commodity-ville.

But strategy is about being different.

Strategy demands that you offer unique value to the market, one customers can’t find anywhere else.

And this is a wonderful place to exist, because your organization is operating in a way that only you can. Competitors can’t copy it because that unique value isn’t baked into their DNA.

So, what is Buc-ee’s strategy?

Buc-ee’s transforms the mundane and often dreaded necessity of a pit stop by making it an unforgettable experience.

Here's what it looks like in action:

Customer:

• Buc-ee’s has a clearly defined customer segment—people road-tripping. This allows them to execute on their customer experience with complete excellence.

• Buc-ee’s also rejects customer segments that could hurt the core experience. While freight haulers could be a strong revenue generator, Buc-ee’s doesn’t allow semi-trucks and doesn’t build infrastructure to accommodate them.

• Buc-ee’s leans into the kitsch of roadside attractions, making it a destination not just a necessity. Everything is extra-sized from the number of pumps to the different types of beef jerky.

People:

• To create a place that people love to visit, employees need to love the work they do. Buc-ee’s pays employees well above market rate with generous paid vacation and a 401(k) plan … all in an industry where these employee benefits are completely unheard of.

• A hallmark of the Buc-ee’s experience are their clean and sizable bathrooms. So much so that Buc-ee’s holds the title for “Cleanest Restrooms in the World” and has dedicated cleaning staff. In an interview, Buc-ee’s founder Arch “Beaver” Aplin said “There is literally someone in there (the bathrooms) all the time.”

Branding:

• Buc-ee’s mascot, Bucky the Beaver, is a powerful brand asset that few organizations take advantage of. You’ll find Bucky on everything from the billboards, signage, and packaging to t-shirts, travel mugs, and just about any souvenir you can imagine.

• For advertising, Buc-ee’s buys media where it makes the most sense: billboards. If there’s a Buc-ee’s within a few hundred miles, you’re going to see a billboard every 10 miles until you arrive. The billboards are consistent in their visual branding with humorous messaging. This all builds anticipation for the experience.

There are dozens more ways that Buc-ee’s transforms the humble pit stop into an adventure (like a BBQ brisket sandwich team who yell every time fresh beef is ready for chopping).

Buc-ee’s isn’t aiming to be better than the competition; it is aiming to be different. And the results are clear: proper strategy executed flawlessly pays off.