My Road Trip Through Texas Oil and Convenience Culture
There’s something uniquely American about hitting the open road with a full tank of gas, a great playlist, and a curiosity for what’s around the next corner. This year, my journey took me deep into the heart of Texas, a place where the spirit of convenience retail meets proud local heritage, and where the people behind the counters are just as memorable as the products on the shelves.
“To truly innovate in this industry, you have to understand it from the ground up. And sometimes, that starts with simply showing up with an open mind, and a willingness to appreciate the little things along the way.“
Buc-ee’s: Texas-Sized Loyalty
I kicked off the trip the way any true convenience store enthusiast should: at Buc-ee’s. If you’ve ever walked through the doors of one of these Texas-sized icons, you already know the feeling. A sea of snacks, rows of quirky t-shirts, fresh brisket being sliced behind the counter—it’s part roadside stop, part retail spectacle. I loaded up on Beaver Nuggets (a rite of passage, really), grabbed a brisket sandwich, and capped it off by cruising through the world’s longest car wash with a grin on my face. Buc-ee’s is more than just a store. It is a celebration of what happens when scale, service, and spirit come together in one unforgettable experience.
Texas Best Smokehouse : Family-Inspired Foodservice
After leaving Buc-ee’s, I made my way to Texas Best Smokehouse, and it quickly became one of the most memorable food stops of the trip. While Buc-ee’s is known for its size and spectacle, Texas Best brought something more personal to the experience. From the moment I walked through the doors, the smell of slow-cooked meats, fresh coffee, and homemade fudge let me know I was in for something special.
The foodservice program here is truly the heart of the store. It felt more like a roadside kitchen rooted in Texas tradition than a typical convenience stop. The menu features comfort food made with care—smoked brisket, sausage wraps, hand-cut jerky, and sides that taste like they came from a family gathering. I tried their signature beef jerky, and it was easily among the best I have ever had. Every bite was rich, flavorful, and clearly crafted with pride.
What stood out most was how Texas Best Smokehouse delivers more than just food. It offers a sense of place. This is a stop where truckers, families, and travelers alike can sit down for a real meal and feel welcomed. The team was friendly, the setting warm, and the entire experience a reflection of East Texas hospitality at its best.
Zippy J’s and CEFCO : Community and Purpose
With a full stomach and a deeper appreciation for the care that goes into regional food service, I continued on toward Zippy J’s and CEFCO—two more brands showing what it means to lead with community and purpose. At both stops, I saw firsthand how these brands go beyond simply offering convenience—they create experiences rooted in local pride and personal connection.
Zippy J’s refers to their stores as “Community Stores,” and it shows. Since opening their first location in Kilgore, Texas in 1986, they’ve grown to over two dozen stores and travel centers across East Texas. Whether you’re filling up your tank or grabbing a bite on a long drive, their goal is to send you off with a full stomach, a full tank, and a renewed spirit. That philosophy of fueling more than just vehicles was palpable in every interaction I had. Their travel plazas especially stand out; welcoming stops with clean restrooms, novelty gifts, and spacious parking that make drivers feel at home.
CEFCO brings decades of experience and steady leadership to the table. What began in 1952 with a single Texaco station opened by Clarence Edison Fikes in Cameron, Texas has grown into a trusted network of over 200 stores across six states. Despite that impressive expansion, CEFCO has remained grounded in the same values that built its foundation: family, service, and community commitment. Their stores are clean, their teams are welcoming, and the customer experience reflects the kind of consistency that comes from doing things the right way over time.
Everything is Rosey in Tyler, Texas!
One of the more memorable stops on this trip was Tyler, Texas, a city that surprised me with its charm, history, and genuine hospitality. Known as the Rose Capital of America, Tyler is home to the largest rose garden in the country and hosts the Texas Rose Festival each year, a celebration of beauty, tradition, and community spirit that has been going strong since 1933.
“…behind every store is a story, and when we take the time to learn it, we become better partners and stewards of this industry we care so deeply about.”
On these regional trips, I make it a point to immerse myself in more than just store visits. I walk the streets, talk to locals, and take in the cultural touchpoints that shape the spirit of the businesses I work with. It is in these moments that I better understand the soul of the convenience industry, not as a uniform template, but as a tapestry woven by each community it serves. In Tyler, that meant stepping into a slower rhythm, where heritage is honored and pride in place runs deep.
I also had the chance to enjoy dinner at Prime 102, a locally loved steakhouse in the heart of downtown. From the perfectly seared steaks to the rich, buttery lobster mac and cheese, every dish felt like a celebration of East Texas hospitality. It was the kind of meal that invites you to slow down and savor—not just the food, but the moment. And after a day of soaking in the local history, it was the perfect way to reflect on how deeply rooted and richly layered this community truly is.
As I wandered through the blooming rose gardens and historic downtown, I could not help but draw a parallel to our industry. Just like these carefully cultivated roses, thriving community stores require care, consistency, and an understanding of their environment to truly flourish. Tyler reminded me that behind every store is a story, and when we take the time to learn it, we become better partners and stewards of this industry we care so deeply about.
East Texas Oil Museum: Stories of Resiliency
Just outside Tyler, I made a stop at the East Texas Oil Museum in Kilgore, a place that brings to life one of the most transformative chapters in American energy history. As I walked through the exhibits, I was drawn into the story of the Daisy Bradford No. 3 well, which struck oil in 1930 and sparked a rush that would forever change East Texas. The museum paints a vivid picture of that era, with recreated boomtown streets, towering derricks, and personal stories of the wildcatters who took a chance and struck something much bigger than themselves.
What stood out to me most was the resilience and resourcefulness that defined the people of that time. It reminded me that every industry has its pioneers—those willing to take risks, break ground, and build something lasting. That same spirit is alive and well in the convenience store industry today. I see it in the operators who are investing in their stores, rethinking customer experience, and building businesses that are about more than transactions. They are fueling communities, creating opportunity, and leaving something meaningful behind.
“It reminded me that every industry has its pioneers—those willing to take risks, break ground, and build something lasting. That same spirit is alive and well in the convenience store industry today.”
Closing Reflection
This trip was more than just a chance to see new stores and try new food. It was a reminder of why this industry matters. At every stop, from Buc-ee’s to Zippy J’s, from a roadside smokehouse to the quiet halls of an oil museum, I saw the passion, pride, and purpose that define the people behind the counter and the communities they serve. These are not just businesses. They are lifelines, landmarks, and local institutions.
In an industry built on speed and convenience, it is easy to overlook the little things. But those little things—fresh coffee brewed just right, a warm greeting, a handwritten sign in the window—are what build loyalty. They are what make a store memorable. They are what turn a stop into an experience. And those are the moments we, as vendors and partners, need to understand more deeply.
That is why I believe it is not enough to sit behind a screen or lead from a conference room. We need to be out there. Walking the aisles. Talking to customers. Listening to operators. So here is my challenge to others in the industry: get out and experience it. Really experience it. See what your partners are building. Feel the rhythm of a store during a busy lunch rush. Try the jerky. Ride through the car wash. Slow down enough to see what makes these places special.
At Liquid Barcodes, this mindset is at the core of how we serve our retail partners. We do not offer one size fits all solutions. We build programs that reflect the uniqueness of every retailer’s brand, customer base, and long term vision. Whether it is personalized gamified campaigns, flexible subscription models, or a best in class loyalty app, everything we do is rooted in strategy, service, and a deep respect for the people we support.
To truly innovate in this industry, you have to understand it from the ground up. And sometimes, that starts with simply showing up with an open mind, and a willingness to appreciate the little things along the way.
About the Author
Elijah Wilson is a Sales Manager for Liquid Barcodes. Elijah is based in New England with a long history in the convenience industry and a proud veteran of the U.S. Army.
