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America's best loved convenience store is even winning over Gen Z with its beaver nuggets
Buc-ee’s, the gas station with character, is no longer just a favorite for truckers and parents looking for a clean bathroom on a long road trip.
The chain, known for its plentiful gas pumps and unique beaver nuggets treats, has reeled in new fans in Gen Z drivers.
The key to their success lies in a quirky marketing campaign that speaks to the TikTok generation, and it's going down a treat.
Buc-ee's posters on highways in states such as Texas and Tennessee have slogans such as; ‘In my Buc-ee’s era’, ‘Beaver fit check’ and ‘Slay: 82 miles’ on the backdrop of the chain’s eye-catching red and yellow.
The phrases use popular TikTok and other social media parlance that has in turn given the brand fans on those platforms itself. See below for a box translating some of the Gen Z terms.
Buc-ee's has launched a quippy marketing campaign that speaks to the TikTok generation
Buc-ee's has used billboard slogans to appeal to Gen Z
Other signage - accompanied by the iconic beaver mascot - reads: ‘catch Kolaches not feelings’, ‘Glow up, next exit’, ‘Beef with us’, ‘Jerky? Boy dinner’, ‘Beaver nuggets? Girl dinner’ and ‘Main character energy’.
One TikTok user, Becca Hay, said she and her friends had become ‘hyper-fixated’ on the Buc-ee’s marketing campaign.
In a recent video, liked more than 120,000 times, celebrating the Buc-ee’s signs, Hay asked: ‘Did they recently mass hire a bunch of Gen Z legends because what is going on?’
Other users also raved about the gas station signs.
‘No, literally, the Buc-ee’s signs have been catching my eye EXTRA with these updates,’ one wrote in the comments.
‘Yes the marketing team is a bunch of millennials and Gen-Zs sitting in a room giggling all day. And I have fomo,’ another wrote.
Another user made a TikTok praising the signs with the caption: ‘As if I didn’t already love Buc-ee’s enough!
'If you don’t live close to one I’m sorry! Whoever on their marketing team came up with these billboard sayings is a genius.’
Tapping into the Gen Z market can bring lucrative returns for companies, especially if they become long-term loyal customers.
By having the demographic respond so enthusiastically to Buc-ee's marketing has also allowed the brand to benefit from free social media awareness with such videos.
Buc-ee's has even spawned a slew of fan accounts on TikTok, which post about their love of the chain, its food, cleanliness and merchandise.
Among them is 'Buc-ee’s Biggest Fans' which has more than 120,000 followers.
Buc-ee’s first gas station opened in Texas in 1982, and the company now has 62 locations across 14 states, that are all open 24-hours-a-day 365 days a year.
The majority of Buc-ee’s are in Texas, with others in Colorado, Missouri, Kentucky, Georgia, Florida, South Carolina Alabama.
Among them are the world’s largest convenience store (Luling, Texas at 75,593 square feet) and the world’s longest car wash (255 feet of conveyor in Katy, Texas).
Buc-ee's has 62 locations across 14 states with expansion plans in the works
Buc-ee's sells merchandise of its famous beaver mascot
Buc-ee's boasts the world’s longest car wash at 255 feet at its store in Katy, Texas
Fans rave about its food offerings as well as plentiful gas pumps and clean bathrooms
The gas station chain even has its own branded treats, such as Beaver Nuggets
The chain claims to have the ‘cleanest bathrooms in America,’ and anecdotally customers tend to agree.
It remains a private company and has no plans to become publicly traded, according to its website.
The company has a popular community contribution scheme for local charities or organizations.
‘Buc-ee's supports our community by contributing where the need is critical and the effect is long term for our customers and employees,’ it states on its website.