I have a friend in Kansas who swears by Buc-ees. He'll drive miles out of his
way to visit a Buc-ees. He and his family all have Buc-ees shirts and hats. When I visited him earlier this year he wanted to take me on a 5 hour drive to visit a Buc-ees.
I don't know what they're doing, but they must be doing it right!