6 Takeaways From A Visit to Buc-ee's

I've heard a lot about Buc-ee's, but on a visit during a weekend getaway I sure did learn a lot.

Buc-ee's has taken all of the unpleasant things out of the travel necessaries.

My Top 6 Takeaways:

1. Be a Destination and a Purpose - As my wife and I were walking up to the store we observed an attractive young couple with 2 children were getting out of their New Jersey registered car. The dad said, "before we go in, we need to get a picture over here". Other families were taking pictures with the statue of Buc-ee, and of course I had to take a picture with the live action character. Now this is not enough, because if its just a destination, there is a once and done effect. Clearly this is not a problem for Buc-ee's, as in our case, we stopped both going and returning from the weekend getaway. It has created a purposeful connection, as evidenced by several people I observed over the weekend wearing Buc-ee's themed apparel. Being a destination is important, but purpose is clearly the driver of sales and profits.
2. Purpose Delivers Sales and Profits - Buc-ee's has everything you need while on a trip including fuel, food, restrooms and speed. Buc-ee's has taken all of the unpleasant things out of the travel necessaries. As you enter, there is an almost overwhelming aroma of food. A central food court has freshly prepared foods and baked goods, as well as things packaged for easy takeaway. Massive bathrooms are clean, and present no lines even with hundreds if not a thousand customers on the property. Endless fuel pumps and charging stations make for few delays. But the store has so much in it that is unique, and if not careful you can stay longer than you planned. In fact, when I pulled up, I was worried about the crowds. Thankfully there were no delays in any part of the process, due primarily to engaged associates.
3. Engaged Associates Drive Great Experiences - The store was teaming with happy and busy associates calling "welcome to Buc-ee's" and offering assistance. I asked one associate if they had any trouble recruiting, to which he replied "No, not at all, they pay well and treat everybody well". These associates were clearly motivated and well trained. And they knew how to maintain great visual presentations.
4. Visual Presentation is Key - This is not a typical roadside convenience store, for starters its significantly larger. There are the usual coolers lining the walls and the drink dispensers, cigarettes, etc. The focus of the store is on experience and merchandising. Something I have not seen done so well in years. All food displays were full and immaculately clean. In the home department there were various unique displays designed like heirloom furniture. Beautiful displays of home goods, all thematically set like a shopper would expect from a high end boutique. Something you generally don't get from a department store anymore, and certainly don't expect from a roadside store operation. It also featured a vast array of Buc-ee's private branded merchandise. The assortment challenged assumptions of what can be sold at a roadside store.
5. Assumptions Kill Opportunities - I was taken back by the large swaths of home and apparel, and the endless private brand areas. To be fair, the vast majority of action was around the central food court, but shopping was going on throughout. My wife spent more the $50 buying a few things from the home section. I suspect that some of the branded apparel, including swimwear emblazoned with the mascot, would be heading to a markdown. But I saw much that really challenged my assumptions of what to expect from a short-stop off the interstate. Obviously this is not something that can be sustained off an exit every 20 miles, but careful thought has gone into the strategic placement of each location and I see a lot of opportunities for growth.
6. Maybe Retail Can Offer Something for Everyone - There were people from every socio-economic group shopping in this store. I saw many different ages and races. In the parking lot there were old beat up trucks and cars, and high end automobiles. By excelling at the basic, and common needs that everyone has for a road trip, like a clean bathroom and fast, quality food, they have struck a cord with the general population.

Admittedly Buc-ee's is still a small, privately owned company operating about 58 stores. Although not new its expansion efforts are and it will face obstacles in the future. However, if it keeps an updated focus on opportunities and visual merchandising, and doesn't slip on the execution of the basics, I see a lot of growth on the horizon.

By excelling at the basic, and common needs that everyone has for a road trip, like a clean bathroom and fast, quality food, they have struck a cord with the general population.

Speaking of opportunities. One thing that I didn't understand, at least for this location, is that there were no places to sit and eat, inside or out. I asked an associate who said they consider themselves grab and go. But by its nature it seems to be a place that is inviting customers to stay. This seems a bit disconnected. But that was about the only thing I questioned. Many retailers should make it a point to send their leaders for a visit to understand how to create an engaging experience.