We unpack why Buc-ee's might be the wildest business on the highway. With just 51 locations, each reportedly doing $60–$80 million a year, we’re talking roughly $3B in revenue from what looks like a gas station—but operates like destination retail. I dig into the in-store spectacle—fresh tacos, brisket being shouted from the slicer, beaver nuggets, and those famously spotless bathrooms—and how that kinetic energy turns a quick pit stop into a full-on experience.

I trace the story back to founder Arch, nicknamed Bucky as a kid, and the delightfully cheesy beaver mascot that unlocked a merch goldmine. From half-Costco-sized footprints to far-flung, vacation-route locations, we break down why building big in the right places drives dwell time, basket size, and word of mouth.

We connect the dots on brand, location strategy, and unit economics: why fuel is the draw but not the profit center, how throughput meets theme-park energy, and what this roadside phenomenon teaches about designing a themed retail machine that happens to sell gas. If you’re curious about operational theater, margin mix, and building experiences that scale, this episode is for you.