Buc-ee’s Monthly Specials

Buc-ee’s approached our agency to boost deli sales and refresh their in-store point-of-sale experience. As Lead Designer, I helped develop the concept of a monthly featured food item, each with its own distinct branding and theme. These promotions were brought to life through in-store signage, POS animations, sampling activations, and merchandise tie-ins, reinforcing Buc-ee’s playful, recognizable brand identity across multiple customer touchpoints.

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Client

Year

2016-2018

Industry

Travel Center / Food Service

Role

Design Lead / Creative Director

Challenge

While Buc-ee’s had strong brand recognition, their deli offerings lacked visibility and excitement in-store. Customers often missed promotions or weren’t inspired to try new items. The challenge was to design an approach that both captured attention at the pump and in-store while creating variety and anticipation for returning customers.

Solution

I designed and branded the monthly featured food program, ensuring each promotion felt fresh and distinct while still tied to Buc-ee’s brand. Key contributions included:

Conceptualizing and branding each monthly food item with its own theme and visuals.
Designing animated POS and gas pump screens to grab attention during checkout and fueling.
Creating in-store signage and sampling stations that encouraged trial and boosted foot traffic to the deli.
Extending promotions into apparel and accessories, strengthening cross-merchandising opportunities.

Impact

Boosted deli traffic and sales by turning food items into monthly events.
Strengthened Buc-ee’s brand engagement by extending playful themes across multiple channels.
Increased customer excitement and repeat visits with rotating promotions and variety.
Created a scalable promotional framework that could be repeated month after month.