Are We Having Fun Yet?: Lessons from the Buc-ee’s Experience for Radio

July 10, 2025

Welcome to the Buc-ee’s Cult
I have a confession: I am now a proud member of the Buc-ee’s cult. It happened fast. One day, I was blissfully unaware; the next, I was circling a parking lot in Virginia like a vulture over a brisket sandwich, desperately seeking a spot. Buc-ee’s had landed just ten miles from my house, and apparently, the entire state got the memo—except me. No local ads, no radio blitz, just a line that wrapped around the building like folks were waiting for Taylor Swift tickets.

After 45 minutes of parking-lot purgatory, I gave up. A few days later, I tried again. The crowd was still there, but at least I wasn’t at risk of running out of gas while waiting to get gas.

The Road Trip Revelation
My true Buc-ee’s enlightenment came on a road trip to Nashville. Somewhere around the 200-mile mark, the billboards began. Not your average “Clean Restrooms Ahead” fare—these were works of art:

• “Restrooms so clean, even your mother would approve.”
• “Don’t make me turn this car around. Buc-ee’s: 87 miles.”
• “You have to pee anyway. Buc-ee’s: 42 miles.”

By the time I arrived, I was primed for greatness. And Buc-ee’s delivered: the store buzzed with energy, the snack aisles seemed endless, and the wall of jerky deserved its own zip code. Where else can you buy a brisket sandwich, a beaver onesie, and a kayak in one stop?

 Experience is Everything
Here’s the secret: Buc-ee’s isn’t just a convenience store or a gas station. It’s a destination. People don’t just stop in—they make pilgrimages. Word of mouth is their superpower, fueled by experiences that are memorable, emotional, and, yes, a little bit ridiculous.

Let’s face it: Buc-ee’s is the Disney World of roadside stops. There’s even a cult-like reverence for their mascot. (Fun fact: Buc-ee the Beaver once beat out Chuck E. Cheese and Ronald McDonald for “Most Huggable Corporate Mascot.” Okay, I made that up. But it feels true, doesn’t it?)

What’s Your Station’s “Wall of Jerky”?
Now, let’s talk radio. Does your station inspire that kind of passion? You may not have a 100-foot wall of beef snacks, but what emotional need do you fulfill? When listeners tune in, do they feel something—or are you just background noise, the musical equivalent of a gas pump?

If you can’t answer that in a word or a phrase, you’re not a destination. You’re a utility. And while utilities are useful (no one wants to live without electricity or running water), they don’t spark joy. They don’t create stories.

Radio: More Than a JukeboxIn today’s fractured media world, if your station is just about the songs, you’re a jukebox—or worse, a playlist with commercials. Radio is entertainment. Entertainment is about emotions. Comedy, drama, surprise—these are what make people remember you.

Ask yourself:

• Does your station deliver a “Buc-ee’s billboard moment”?
• How quickly do you grab attention or spark a smile?
• Are you the #1 preset, or just another stop on the dial?

The Buc-ee’s ChallengeBuc-ee’s has figured it out. Other stores have loyal fans (looking at you, Wawa), but none match Buc-ee’s attitude, energy, or sheer spectacle. Buc-ee’s is a shrine. A roadside cathedral to snacks, souvenirs, and spotless bathrooms.

Is your station a shrine—or just a pit stop?

Final Thought: Try the BrisketTrust me on this one. And if you see a beaver mascot handing out samples, don’t be shy. You’re not just buying a sandwich—you’re joining a movement.

Remember: In radio, as in life, don’t just fill a need. Create an experience. And maybe hand out some free samples while you’re at it.

-Steve Allan, Programming Research Consultant

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