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.
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.
Process & Solution
My approach combined creative direction with system thinking to bring consistency and freshness to Buc-ee’s monthly promotions. I partnered with marketing and digital teams to define a reusable design framework that maintained Buc-ee’s playful personality while improving workflow efficiency. Through iterative prototyping and testing, the framework evolved into a flexible system that could scale easily across print, digital, and in-store environments.
I then designed and branded the monthly featured food program, ensuring each promotion felt unique while remaining unmistakably Buc-ee’s. This included concepting individual themes and visuals, designing animated POS and gas pump screens, and creating in-store signage and sampling stations that captured attention and encouraged engagement. The work extended into apparel and accessories, strengthening cohesion across every customer touchpoint.
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.
Deliverables
Branded concepts and campaign visuals for monthly featured items.
POS animations and gas pump screen designs highlighting promotions.
In-store signage and sampling station graphics.
Merchandise tie-in designs for apparel and accessories.
