Among the many topics I have studied in my career is boycotting behavior. There are many reasons why consumers boycott companies and/or brands. It could be as simple as the consumer simply not liking a certain product, or perhaps a product violates their dietary restrictions, which can be a matter of biology or personal choice.
But in most cases it boils down to sentiments. In the 1970s, when Japanese auto makers were steadily gaining ground on American-made brands, a very strong country of origin effect became manifest. “Buy American!” became a mantra for many, not just with their cars, but with everything else. It turns out the Japanese were making just about everything, and usually at far lower cost than American-made counterparts. It is a sentiment we have seen happen several times since then, like every time manufacturing shifted to another country, such as Taiwan, and now China and other Asian nations.
Then there are times when a company steps in a dog pile, inviting scrutiny over sensitive subjects like religion, abortion, sexual orientation, and even offended customer sensibilities. Lowe’s faced this problem when they advertised on a cable TV show 15 years ago that featured Moslems. The Susan G. Komen Foundation faced uproar when it became known they had quietly donated to Planned Parenthood. Bud Light took a major hit a few years ago when they made a one-off beer can featuring a transgender woman, and Target had a bullseye on its head with their DEI policies and LGBTQ merchandise.
And now we see a different kind of consumer boycott, the kind that comes when the general public starts to think you are a bully, even though the company may be perfectly in the right for doing so. Today we take a look at the Beaver…Buc-ee Beaver, that is…and the storm they have created by protecting their trademark and suing others they feel have infringed.
Founded in 1982 in Lake Jackson, Texas, Buc-ee’s has gone on a growth binge, and now has 56 stores in 12 states. They morphed from a small convenience store to now being what is arguably the largest c-store in the world. Their store in Amarillo is 74,000 square feet, and has 108 gas pumps. Buc-ee’s has become an American pop culture icon, and travelers treat them as destinations more than just a quick gas and potty stop.
They have already sued many other competitors, often small companies, for alleged trademark infringement. This includes anyone and everyone who uses a cartoonish animal spokesperson. To be fair, Buc-ee’s has been using their beaver mascot ever since they opened, so they have a long history. They received a federal trademark for it in 2007, and in recent years has taken on companies with alligators and moose, among others.
Things have heated up again, though, in southern Ohio. Buc-ee’s recently opened a store in Huber Heights, a suburb of Dayton. Last month they sued the owner of Beaver’s Mini Mart in nearby Beaverton, which has a very similar beaver on its exterior signage. Buc-ee’s claims the image and colors used could lead to consumer confusion.
The smaller c-store had been in business for many years, known as Hanes Road Carryout. In 2017 it was sold to Vik Boparai. Archival Google Streetview images show that by 2019 he had installed a new sign with a beaver mascot, a humorous nod to his small city. In 2025, he changed the name of the business to Beaver’s Mini Mart. By then, Buc’ees was already building its massive new store along I-75.
But then social media caught wind of Buc-ee’s suing the little guy, another in a growing list, and threats of boycotts ran roughshod over the internet. Buc-ee’s has been cast as the bad guy, a big corporate bully, even if the company is family-owned. It’s David and Goliath all over again, and in this case, Goliath looks like a cartoon beaver.
It should be noted that it is the burden of the trademark owner to protect it. There is no governmental agency tasked with enforcing such things. Failure to protect one’s trademark could result in it being deemed abandoned, and therefore in the public domain. Just ask regional chain Taco John’s about that, because they had trademarked “Taco Tuesday” back in 1989. But they did nothing to protect it, and let practically every Tex-Mex restaurant in the country use it freely.
Taco Bell recognized the folly of this move, and sued them in 2023. But Taco Bell did not so much want “Taco Tuesday” for themselves; instead, they wanted to un-muddy the waters, making it clear that anyone could indeed use it, and without fear of legal action.
Taco John’s knew they had met their match, and instead of fighting—basically long after the horses had exited the barn—they just let go of their trademark. Things are just like they were before, but minus that nagging little detail of someone owning the phrase yet not doing anything to protect it.
As for Buc-ee’s and Beaver Mini Mart, I sincerely doubt anyone would ever mistake the two, even with the little guy having a very similar mascot. They are 30 minutes apart, and serve entirely different target markets. Buc-ee’s serves primarily travelers, while Beaver Mini Mart serves the fine people of Beaverton, Ohio. They are vastly different in size, practically a 75:1 ratio in square footage.
In the end, I also doubt that the boastful boycotts will linger long. They seldom last more than six months, before people forget their intentions and resume normal living. Only in the cases of Bud Light and Target have I seen those boycotts linger longer, although Target is now showing signs of recovery. Perhaps their sales decline was indicative of broader systemic shortcomings, and not just controversial corporate initiatives.
I am not one to boycott based on emotions, because if a company sells something I truly like, then I would only be hurting myself in the long run. I will continue shopping and dining where I derive economic utility and value. Buc-ee’s has to hope that those disgruntled shoppers will forget any of this ever happened, and stop by for some brisket, t-shirts, and snacks the next time they are on the road.
Dr “Ask Me About This Again In Six Months” Gerlich
