Three Surprising Lessons College Admissions Teams Can Learn from Buc-ee's

Last week as I traveled with Brad Statland, enroll ml’s Director of Customer Success, to launch enroll ml with a new admissions team, we made an essential detour to Buc-ee's in Jonestown, Colorado. If you haven’t heard of Buc-ee's, it’s not just a roadside travel center—it’s a phenomenon. When the doors first opened in March, fans camped out overnight just to be first in line. This level of enthusiasm got me thinking: What is it about Buc-ee's that inspires such passion and loyalty to a travel center, and what can admissions teams learn from it?

As we walked through the massive 70,000-square-foot store, it became clear that Buc-ee's success isn’t just about size—it’s about creating an unforgettable experience. From the endless snacks, fresh BBQ and racks of Buc-ee's branded gear to the iconic Beaver Nuggets, Buc-ee's has mastered the art of turning ordinary moments into something extraordinary. And that’s exactly what we should be doing in admissions.

Here are three surprising lessons Buc-ee's can teach us about creating a more engaging, efficient, and memorable admissions process.

1. Speed and Access: Keep Things Moving

Buc-ee's is all about speed and efficiency. Whether you’re grabbing a quick snack or filling up the tank, everything is designed to keep you moving. This got me thinking about how we handle admissions. Students today expect the same kind of speed and ease when interacting with the admissions office. Are your processes streamlined? Do students have easy access to the information they need, when they need it?  Are the processes moving forward with pace, or do they feel stalled? By ensuring your admissions process is fast and frictionless, you can make it easier for students to stay engaged and move forward in their journey - just as Buc-ee’s gets you in, fueled and geared up in their Beaver branded gear, and back out on the road.

2. Celebrate Every Milestone, No Matter How Small

At Buc-ee's, you can hear the call and response of “Saaauce on the board!” from anywhere in the store.  And it gets your attention every time.  What Buc-ee’s has figured out is that even something as simple as getting "sauce on the board" is a cause for celebration. It’s a small moment in the journey to convincing you to partake in a fresh brisket sandwich, but it’s recognized and shared with enthusiasm by the entire staff. We can take a page from Buc-ee's book here. Whether a student completes their application, sends in their test scores, or hits any other milestone in the admissions journey, it’s worth celebrating. A quick congratulatory email or a personalized note can create a positive touchpoint that encourages students to keep going. These small celebrations build momentum and make students feel seen and supported throughout the process.

3. What’s Your Beaver Nugget? Find Your Signature Offering

One of the most beloved items at Buc-ee's is the Beaver Nugget—a snack that’s so good, people make detours just to get their hands on it. We’d only seen Beaver Nuggets on Tik Tok - but Brad took the plunge  and bought a bag… and we couldn’t stop eating them.  Within 15 min of leaving Buc-ee’s we were already talking about stopping on the way back to pick up more Beaver Nuggets.  So, what’s your institution’s "Beaver Nugget"? What’s that one thing that makes you stand out? It could be a unique academic program, an unbeatable campus culture, or a support service that no other school offers. Whatever it is, make sure it’s front and center in your messaging. Highlight what makes you different, and let prospective students know why they should make a detour to check out your school.

By applying these three lessons from Buc-ee's—speed and accessibility, celebrating milestones, and highlighting your unique offering—you can transform your admissions process into an engaging and memorable experience that attracts and retains students, just like Buc-ee's has captured the hearts of travelers.

‍