Buc-ee’s, the prominent chain of travel centres in the United States, is embarking on an ambitious expansion initiative that will see it enter six additional states over the next two years. This will bring the number of states hosting a Buc-ee’s location to 18, significantly broadening its reach across the country.
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The first two new outlets are set to open later this year in Goodyear, Arizona, and Benton, Arkansas. Specifically, the Goodyear location will debut on June 22, featuring an impressive 74,000 square feet of space and 120 fuel stations. Positioned conveniently near Interstate 10 and Bullard Avenue, it aims to cater to the travel needs of both locals and visitors alike. The Benton site, which will occupy a spot near the northwest corner of Interstate 30 and State Highway 299, is anticipated to launch in early to mid-August, according to Bill Eldridge, Chairman of the City of Benton Advertising and Promotion Commission.
Following these openings, Buc-ee’s has plans to extend its footprint to Wisconsin, Kansas, and Louisiana by 2027, with North Carolina slated to follow in 2028. Currently, the chain operates 55 locations across 12 states, and this latest expansion signifies the brand’s aggressive growth strategy in the competitive convenience store sector.
Despite its expansion plans, Buc-ee’s recently received an F rating from the Better Business Bureau (BBB) due to an accumulation of unresolved customer service complaints. According to a report released in March, the company failed to address 98 customer inquiries, leading to widespread dissatisfaction among patrons. Many consumers have expressed frustration over their inability to reach Buc-ee’s for assistance, especially in instances where they encountered issues with transactions at the pumps.
One notable complaint highlighted by the BBB involved a customer who paid at the pump, only to find that no fuel was dispensed. Despite the charge to their card, the consumer was unable to secure a refund due to the lack of response from Buc-ee’s. Additionally, complaints regarding poor customer service have emerged, with several customers noting that even when they reached management, their concerns were not adequately addressed.
Buc-ee’s has not only faced scrutiny in terms of customer service but has also dealt with complaints regarding food quality. In one recent incident, a customer mentioned finding “chunks of yellow fat” in a sandwich they purchased, after which the manager allegedly indicated that the fat was retained for flavour purposes but too much was used. When asked about a potential refund, the customer claimed they were told the company was not authorised to provide one, despite what has been reported in some media outlets.
Despite these challenges, Buc-ee’s continues to maintain a strong reputation in other areas. The company ranked fifth in the 2025 American Customer Satisfaction Index for convenience stores. Moreover, it earned the title of America’s top quick-service restaurant according to the Dunnhumby rankings.
The juxtaposition of Buc-ee’s planned growth and its current customer service struggles presents a complex picture of the franchise. While the expansion into new states could signify increased popularity and potential for customer engagement, the unresolved complaints indicate that the company must address underlying issues to maintain customer loyalty.
As Buc-ee’s moves forward with its expansion, the response to these customer service complaints could prove critical. With a growing number of outlets on the horizon, the company will need to ensure that it rectifies these operational shortcomings to uphold its reputation and support its rapid growth trajectory.
Stakeholders and future customers alike will be watching closely to see how Buc-ee’s navigates this period of expansion while managing customer relations effectively. The outcomes of this development could have lasting implications for the brand as it seeks to entrench itself more firmly in the American travel landscape.