It’s Official.

Europe likes Buc-ee’s too.

FIFA World Cup is underway, and Texas is projected to see the greatest economic impact of any state, with Houston and Dallas alone estimating combined activity of $3.5 billion (second to NY/NJ who are estimating a combined $3.3B).

The numbers are impressive. The reactions are fascinating.

Many locals get easily annoyed by increased traffic from tourism, but
maybe it's all worth a little patience. One Scottish gentleman even called Buc-ee’s "a gas station mixed with Disney World wrapped in a gift shop." We’re just glad to make a good first impression.

Others are discovering brisket, biscuits, and Tex-Mex, and wondering how they’ve managed to make it this far without them.

German fan, Freddy, is becoming an internet sensation by documenting his journey on Twitter, even gaining the attention of Houston, Texans’ JJ Watts.

Visitors are learning that driving across the U.S., or even just Texas, is less “road trip” and more “cross-country expedition.”

And many seem genuinely surprised by how friendly Americans can be. Bless their hearts.

It really is easy to take things for granted. The closer we get to something, and the longer we’re around it, the harder it becomes to see what made it special to begin with.

It’s nice when fresh eyes and new friends cherish what was valuable all along.

That’s what any good brand should do. Let newcomers see immediate value, and eventually become second nature.

FROM THE FIELD

Come Brunch With BRIKS and BEWM Coffee This Saturday

One of the things we enjoy most is getting a front-row seat to people building things they genuinely care about.

Over the past several months, we’ve been quietly watching BEWM Coffee become a welcomed staple of the street art community. They’re a coffee company with limited-run bags of fresh beans, designed by a new artist each month. And proceeds go toward supporting future generations of creators through artist-led nonprofit, Something Good Initiative.

This Saturday, join BRIKS, the Houston artist responsible for Bewm's latest Canvas Series drop for June 2026. He'll be hanging out, meeting folks, and slingin’ coffee and collectibles. Come grab a bag of great beans, support great art for a great cause, and then go feel great about how great you are. It'll be great.

Artist Signing: 

BEWM Coffee - June Canvas Series featuring Houston artist, BRIKS.
Saturday, June 20
9:30am-12:30pm
Cafe Brasil
2604 Dunlavy – Houston, TX

Brunch it up.

GO TIME

Someone new will always find you, your business, or your brand (let’s hope so anyway). They’ll experience it for the first time. And this happens much more frequently than we realize.

Does it matter?

• What could they find surprising

• What might they remember

• What would they tell someone else later

The gap between ordinary and memorable is where the best brand stories make a difference.

YOUR TAKEAWAY

Distance reveals what familiarity hides. Hmmmm....