Everyone has their favorite brands. The brands they couldn’t possibly live without.
For some people it’s Apple or Nike, for others, it’s Lululemon or Stanley.
For Texans? Well, it’s most likely the Texas Trinity: HEB, Whataburger, and Buc-ee’s.
As a fellow Texan, surrounded by other Texans, obsessed with Texas (how many times can I say ‘Texas ‘in this newsletter, huh?) I can personally tell you how much people from The Lone Star state love where they’re from. So much so, that they’ve gone and stamped the state flag or shape on just about anything.
Chips? You got it.
Grills? Definitely.
Swimming Pools? Abso-f*cking-lutely.
I mean what would 105 degree weather be, without being able to cool off in a Texas shaped pool. Am I right?
I couldn’t possibly tell you where the obsession state love comes from (probably being told multiple times to remember the Alamo during childhood), but nearly everyone here has it. So much so that common businesses like the grocery store, gas station, and local fast-food joint have all turned into cultural icons thats a part of almost every resident’s lives.
So today, I want to break down the branding of some of the state’s most popular brands.
The Lone Star State’s Holy Trinity
Individually, HEB, Whataburger, and Buc-ees command unwavering loyalty from their fans and followers, but together, they form the sort of alliance that embodies the essence of the Texas culture. These brands are more than just places to shop, eat, or fuel up; they are institutions deeply ingrained in the collective consciousness of Texans everywhere.
HEB: More Than Just Groceries
The HEB hype is hard to explain.
Is it a grocery store? Yes.
Would you camp outside overnight for your local grocery store’s grand opening? Doubt it.
Did people do just that for over 12 hours when new stores hit North Texas? You bet they did.
But why?
HEB isn’t your average grocery store. They cater directly to Texans and their culture.
Need everything for the Carne Asada without going to multiple stores? HEB’s got it.
Have a bbq coming up and you’re in charge of the 16 hour brisket? HEB’s got it.
Their custom products also add to the grocery store’s flare. They have Texas shaped tortilla chips, homemade tortillas made fresh daily, and store brand products that make some of the most tedious Texas dishes easier to prepare.
On top of that, the Texas chain highlights locally sourced products so their shoppers know what Texan made. Because what do Texans love? Supporting other Texans.
HEB isn’t your average grocery store. It’s where Texans go for a shopping experience that feels like home. The brand puts community and culture at the forefront of its business and has built a long standing following with Texans far and wide. People all over the state are eager for a new HEB to open up in their neighborhood. Why? HEB isn’t the exception, it’s the standard in Texas.
Whataburger: A Slice of Texas Tradition
Whataburger is a Texas tradition.
It’s reliable. It’s quick. It’s home.
Imagine going on a 10+ hour road trip out of state one way. You’ve made it to your new destination, it’s 2 am, your legs are cramping from driving (or sitting like the passenger princess you are) and your f*cking starving. What do you do?
You’ll look up what’s open, and if you’re still in the south, it’ll probably be Waffle House, where you’ll have to go and sit down. But if you’re up north, you’re probably out of luck or have to deal with something like McDonald’s or Taco Bell (no thanks).
If you’re lucky you can hit up a gas station and grab a snack to hold you over until breakfast, but otherwise, you’re stuck with lackluster food either way.
Now, on the flip side, imagine you’ve been driving on your way home from wherever you’ve been, it’s hour nine on this long as hell road trip and you’re starving. It’s 2 am, you just passed the Don’t Mess With Texas sign, and you only have an hour left until you’re home. You’ve had crap food the whole road trip and you can’t wait to get something good. In the distance, you see the orange and white Whataburger sign that you always pass on the way out of the state and you know your house is right up the road.
Whataburger is the feeling you get after coming home from a long trip. It’s comforting after eating questionable food. Its nostalgia. Its tradition.
Buc-ee’s: The Ultimate Road Trip Experience
Every time I think about Buc-ee’s I think about this TikTok.
Because if you’re taking a road trip, why would you pass up Buc-ee’s?
Especially since getting anywhere in this state takes 3-9 hours on a good day.
The convenience store has become a road trip destination for people all over the state because it has everything you need to get from point A to point B. Not only do they have endless snacks and cute beaver themed clothes, they’re known for always having spotless restrooms. Making stopping anywhere else seem like a chore.
While Buc-ee’s might not be far and wide like the other two brands on this list, their select locations add to the culture of the brand.
Have a 5 hour road trip planned and Buc-ee’s is at the halfway mark? Most Texans would forgo stopping somewhere closer to them just so they can stop at the popular gas station to get their favorite snacks. Plus if you only go on road trips 2 times a year this is the only time you’ll be able to grab their famous barbecue sandwiches, beaver nuggets, or homemade jerky.
The gas station has turned a simple pit stop into an unforgettable experience. It’s a brand that understands the power of personality and consistency, making it a must have for Texans and visitors alike.
What’s the Secret to Their Success?
These brands have tapped into something special: the ability to create a sense of belonging and pride among their customers. They’re more than just businesses—they’re part of the fabric of Texas life. By staying true to their roots and continuously finding ways to engage with their communities, H-E-B, Whataburger, and Buc-ee’s have built brands that people don’t just shop with—they fall in love with.
I’m sure you’ve seen opinions on popular cult worthy brands all the time. Apple, Nike, The Texas Trinity, etc. but why in the world should it matter to you? How can you apply what a big corporation is doing to your small business?
Well, let’s break down what it takes to be a cult brand, some examples from other companies, and how you can implement these elements in your own brand.
