KEN BANKS’BLOG JUNE 2023
PRESS PLAY>>TO VIEW THIS MONTH’S WELCOME VIDEO
A NEW CULT BRAND!!
One of the most important books that I’ve read on branding was co-authored by my good friend, B.J. Bueno in 2002—THE POWER OF CULT BRANDING. In the book, B.J. describes how the most successful brands not only achieve significant market share but also create a cult following by its loyal customer base. In defining this type of branding, he says that the brand’s “customers not only use their products, but they evangelize to the world about them.” Brands like Starbucks, Chick-fil-A, Lexus, Harley Davidson, and Nordstroms (to name a few) are famous for not only having a strong brand identity but also their customers consistently rave about them to their families, friends and neighbors. That’s how I found out about one of today’s strongest cult brands—Buc-ee’s. Friends of ours who travel regularly on our interstates frequently told us that “you have got to visit a Buc-ee’s on you next road trip. So, on our way to Kentucky last week we took a look and did some research.
Buc-ee’s was founded in 1982 in Clute, Texas, as a convenience store and gas station by Arch Aplin, whose nickname growing up was “Beaver”. The name not only describes the company’s giant logo with a smiling beaver, but also led to it’s name after the early mascot for Ipana toothpaste in the 1950’s, Bucky Beaver. It took about 20 years before Aplin decided to expand this typical store/station into a mega-travel stop nearly 100 gas pumps and over 50,000 square feet of retail space. It’s a lot bigger than a truck stop and in fact, does not allow trucks on the property in order to appeal to its rv and auto traveling customers. The company is known for it’s signature brisket sandwiches, take-away foods, about 50 soft drink and slushee fountains, carmel pecans and assorted nuts and snack, and miscellaneous and unique travel items. It also boasts the cleanest, most spacious restrooms on the road which were personally designed by Aplin. These consistently are recognized the cleanest in the country. It’s a sight to walk into the expanse and note the amount of customers even at 10am on a Tuesday morning. Customer service is one of the reasons for the cult following. Despite the size and traffic, Buc-ee’s associates are efficient and friendly and greet customer with a Texas-style “Welcome to Buc-ee’s” while whisking customers through their checkouts without long lines. Same holds true for the gas pumps which (despite the lowest price on this trip) move cars in and out as fast as the indoor checkouts.
The proof of its success is reflected in the company’s expansion to over 50 stores mostly in Texas and the Southeast and since it’s privately held, the volume numbers aren’t public but if you picture a Wal-Mart or Costco on the day after Thanksgiving, you’ll have a good picture of a typical day at Buc-ee’s. Yes, there are big, noticeable billboard for several miles before the next exit, but the enthusiasm of their customers in recommending a stop makes it one of the newest, most successful cult brands in the US.
Ken
Watch this video for more info about Buc-ee’s https://youtu.be/XbV4XWpfMyE
Recent Comments