You might enjoy the audio on this one in particular ;)
I’ve got a 5-hr roadtrip tomorrow. I plan to stop at my favorite little café in the Noog on my way to Western NC to see my family. It should be pretty smooth.
But within the first 15 minutes of my drive, I’ll pass by a Buc-ees. For those not familiar, it’s a Texas-born gas station-turned-megamart. Like how people in the NE have Wawa, Texans have their beaver, the Buc-ee, and ever since I went to one 18 months ago outside of Houston, I’ve found it hard not to stop if it hits my vicinity.
It can be described as a private, public square—filled with all walks of the American spectrum at any given moment. A marketplace, and a bustling scene at all hours of the day. Great for people watching, let me tell you.
The bathrooms are immaculate—they keep a janitor in there round-the-clock to ensure things smelled fresh and the place spotless. Let’s not forget to mention they’re huge—the stall doors are a good 4 feet wide, unlike the traditional 36” found in most homes.
It’s peak American capitalism—aggressive, witty billboards begin 100 miles out either side of the highway. Their gas is always priced the lowest around, safe for Costco. They leaned into private labels for high-margin on their jerky, clothes, and other goodies, and no commercial trucks means more cars for the 100+ gas pumps at their travel centers, like the one right near me in Leeds.
It’s ridiculous, but so is the brand, and that’s partly why it works—it’s hard to forget…it’s easy to like..it’s kinda, neutral? Relatable. Silly. While typing this, I’ve now realized I have amassed fridge magnets, texas memorabilia, bumper stickers, and Buc-ee’s bandanas.
And as far as I know, they do it right — hourly rates can be up to $32/hr for managers, with 6% matching on 401(k)s.1 Their staff don’t seem to fake smile, they really smile. They’re warm and conversational, whether you’re coming or going.
I never said I necessarily liked it, but from bathrooms to branding, they’ve certainly differentiated themselves in the stop for gas. And a leak. And a brisket sandwich.
Maybe, I’ll stop at the Buc-ee’s tomorrow.
Matthew Mahon, Forbes
📍A62 — 11/22/22 | The bedroom desk, Birmingham, AL
My company doesn’t even match!