Buc-ee’s, the gas station with character, is no longer just a favorite of truck drivers and parents looking for a clean restroom during a long car ride.
The chain, known for its wide range of gas stations and unique beaver nuggets, has attracted new fans among Gen Z drivers.
The key to their success lies in a quirky marketing campaign that appeals to the TikTok generation, and it has been very well received.
Buc-ee’s highway posters in states like Texas and Tennessee feature slogans like “In my Buc-ee’s era,” “Beaver fit check” and “Slay: 82 miles” against a backdrop of the chain’s striking red and yellow color.
The phrases are based on popular terminology from TikTok and other social media, which in turn has earned the brand fans on those platforms. Below you will find a translation of some terms from the Generation Z community.
Buc-ee’s has launched a fun marketing campaign aimed at the TikTok generation
Buc-ee’s uses billboards to appeal to Gen Z
Other signs – accompanied by the iconic beaver mascot – read: “Catch Kolaches, No Feelings,” “Glow Up, Next Exit,” “Beef With Us,” “Jerky? Guys Dinner,” “Beaver Nuggets? Girls Dinner,” and “Main Character Energy.”
Becca Hay, a TikTok user, said she and her friends became “hyper fixated” on Buc-ee’s marketing campaign.
In a recent video praising the Buc-ee’s signs that has been liked more than 120,000 times, Hay asks, “Did they just do a mass hiring of some Gen Z legends because what the hell is going on?”
Other users were also enthusiastic about the signs at the gas station.
“No, literally, the Buc-ee’s signs are getting my attention EXTRA with these updates,” someone wrote in the comments.
“Yes, the marketing team is a bunch of millennials and Gen-Zs who sit in a room giggling all day. And I have FOMO,” wrote another.
Another user made a TikTok promoting the signs with the caption, “As if I didn’t like Buc-ee’s enough already!
“If you don’t live near there, I’m sorry! Whoever in their marketing team came up with these billboard slogans is a genius.”
Businesses can benefit greatly from tapping into the Gen Z market, especially if they become loyal, long-term customers.
Because the target audience responded so enthusiastically to Buc-ee’s marketing, the brand was also able to benefit from free social media attention with such videos.
Buc-ee’s even has a ton of fan accounts on TikTok, where they post about their love for the chain, its food, its cleaning and its merchandise.
One of 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 in 14 states, all open 24 hours a day, 365 days a year.
Most Buc-ee’s live in Texas, but there are others in Colorado, Missouri, Kentucky, Georgia, Florida, South Carolina and Alabama.
These include the largest supermarket in the world (Luling, Texas at 75,000 square feet) and the longest car wash in the world (285 feet of conveyor belt in Katy, Texas).
Buc-ee’s has 62 locations in 14 states and expansion plans are in the works
Buc-ee’s is selling merchandise featuring its famous beaver mascot
Buc-ee’s has the world’s longest car wash at 255 feet in its Katy, Texas store
Fans rave about the food selection, the many gas stations and the clean restrooms
The gas station chain even has its own branded products, such as Beaver Nuggets
The chain claims to have the “cleanest restrooms in America,” and anecdotally, customers agree.
According to its website, it is still a private company and there are no plans to go public.
The company has a popular program for local charities or organizations.
“Buc-ee’s supports our community by contributing where the need is greatest and the impact is long lasting for our customers and employees,” the company said on its website.