Retailer Detail:
Buc-ee’s versus the Market, Select Retailers
A Case Study: Buc-ee’s
To better understand Buc-ee’s positioning, we can dive into 23 of the more important 34 attributes in determining a retailers’ RPI Score. For any retailer interested in understanding what the other 11 are and how they are performing on all of them, please reach out to dunnhumby to learn more.
Buc-ee’s has a clear playbook and it shows. When it comes to customer drivers, they’re either at the very top or nowhere in sight, with little in between.
They lead the pack on the pillar that matters most: Quality of Experience and Products, pulling ahead of the competition with meaningful gaps. Spotless, safe locations and welcoming staff create a memorable visit, while an expansive range of food, meal, and beverage options reinforces their reputation for variety. Across nearly every attribute, Buc-ee’s lands in the top two.
It’s no surprise, then, that Buc-ee’s also dominates the conversation on social media, standing out as both a destination and a brand shoppers love to talk about.
A Love Letter to Buc-ee’s, written by dh’s RPI AI Agent, Using Customer Verbatims from the RPI Survey
“Dear Buc-ee's,
Every visit to your store feels like a highlight of my journey. From the moment I walk in, I'm greeted by an environment that is not only clean and well-organized but also full of energy and charm. Your attention to cleanliness, especially in your restrooms, is unmatched—it's something I genuinely appreciate and rely on during road trips.
The food options are another reason I keep coming back. Whether it's the mouthwatering brisket sandwiches or the wide variety of snacks, there's always something fresh and satisfying waiting for me. I know I can count on Buc-ee’s for a quick bite that doesn’t compromise on quality.
But what truly sets you apart is the experience. Your stores are more than just a stop—they’re a destination. The fun and unique merchandise, the friendly atmosphere, and the sense of discovery make each visit memorable. I find myself browsing your aisles not just for essentials, but for the joy of finding something new and unexpected.
Thank you for consistently delivering a top-tier experience. Buc-ee’s isn’t just a convenience store—it’s a place I look forward to visiting, a part of my routine that brings comfort and delight.
With appreciation,
A Loyal Customer
+ Quality Experience/ Products
+ Product Variety
Buc-ee’s Versus Other Retailers
Buc-ee’s achieves a Pillar Score of 100 on Quality. It can’t go any higher than where it is. It also clearly outdistances two other Top Tier retailers – Wawa and Walmart C-Stores on Visibility and Product Variety. All enough to outweigh the inconvenience customers have to take to go out of their way to get there and to navigate its relatively large boxes.
Wawa beats Racetrac – another regional in the rankings – less so with superior Quality and not at all with Savings – but instead by driving clearly more Frictionless Transactions. If you are a 2nd Tier retailer like Racetrac, based on your comparisons with Wawa, the mandate here is address some mild Quality gaps but, more importantly, make transactions more frictionless if you aspire to start winning meal occasions and become a Top Tier c-store.
Third Tier ampm, a franchise model, and 2nd Tier Racetrac beat the Top Tier retailers at Speed/Convenience, and ampm is strong on Savings. But given the important of newer forms of time savings with Frictionless Experience and Quality to also drive meal occasions, ampm cannot just rest on its laurels and needs to consider some strategic shifts in priorities.
Walmart pairs two strengths we see in the U.S. Grocery RPI and brings them with great success to the c-store space: Savings and Digital (Digital is expressed in the C-Store space in Frictionless Transactions). Its strategic position is very different from Buc-ee’s but presents an alternative path to success for those 2nd and 3rd Tercile retailers contemplating how to improve.