Stuckey’s: Don’t Call It a Comeback
Sam Burnham, Curator
Stuckey’s is very much alive.
You may not see them in all the places you used to but reports of their demise are quite premature. In fact, what is going on with the company is one of those stories that ABG just can’t get enough of.
In the first part of this story we saw that W.S. Stuckey didn’t just build a company. He realized the power of people, his customers and employees and these two groups built the company. Oh he played a part. As a visionary, a marketer, as the kind of manager who trusted and counted on his employees, he built the system. But he couldn’t run every store. He couldn’t greet every customer. He needed his people to do that and he recognized that fact.
When a family builds a business it’s their name on the sign out front. When employees hold an interest in the company they want to see it succeed. But these aren’t concepts that modern businesses follow. Sure, you’ll come across Chick-fil -A or Southwest Airlines but for the most part large companies are cutting costs by using as few employees as possible and paying them as little as possible. And when outsiders take control of a family business they don’t see their name on the sign. They see their money on a spreadsheet. And things fall apart. Remember Sears, K-Mart, Toys R Us?
Stuckey’s has an ace in the hole though. The family recently regained control of their company. Stephanie Stuckey, granddaughter of founder W.S. Stuckey is now the CEO. She’s a vibrant, energetic leader who has studied her grandfather’s philosophies, methods, and concepts. She knows where all the right decisions were made. She knows what it’s going to take to get those teal roofs back on those highway exits.
The best way to promote something is to lead by example, to do it yourself. So if road trips are what you’re promoting, hit the road. That’s exactly what Stephanie Stuckey did. She’s on a quest to visit every store location this year. She wants to meet the people working in the stores. It’s an endeavor to be personally involved in the company And developing relationships rather than being a distant entity emailing out instructions to the rank and file. It’s the approach her grandfather would take.
The road trip has another purpose. Many of the old store locations are still in existence. Stuckey is identifying which operational stores need upgrades, repairs, etc. she’s learning which former locations might be salvageable, and what is gone for good. This all leads to the goal of making needed improvements to stores and revamping the franchise program that made Stuckey’s a household name.
That name is what’s driving the renaissance. The new CEO is driven to protect the brand. She told me, “that’s my name on that sign.” There was passion in her voice. Even as an outsider I could easily see this is bigger than money or property. This is about legacy and a sense of responsibility to both future and past generations.
And so she has enacted an aggressive plan to return the company to the place it once was, the place you remember it in. The plan isn’t all that new. W.S. Stuckey built the framework eight decades ago. It’s a system this world is hungry for.
For all it’s other wares, Stuckey’s was built on the pecan. So it only makes sense that the pecan is a major part of the plan. At the beginning of September the company announced that it had acquired Georgia pecan company Front Porch Pecans in a merger that made Front Porch’s R.G. Lamar the new Stuckey’s president. This is a move that will benefit both brands.
There are plans to for a candy plant, either by purchase or construction. The company’s old plant is still standing but years of disuse have left it unviable. So a modern plant is in the plans.
I don’t think you would call what is in the works a small business by the strictest of definitions. With stores spread across the country this is a sizable business. It is, however, a true family business. The business model is exactly the sort of concept we champion. How could we not rally around a granddaughter reviving her grandfather’s struggling business? How could we not adore a people-centered enterprise with nationwide reach from its headquarters in small town Georgia? This is the story of the year as far as I’m concerned.
So I’ll continue to watch as Stephanie Stuckey aims to make every traveler a friend, to take a bunch of good country folks and have them do the finest job you’ve ever seen, and to be honest with the public. She’ll have to work. Of course good luck won’t hurt. But that’s the example she saw while visiting Stuckey’s stores as a little girl. I think she’s quite prepared for what lies ahead.
10/11/2020 10:00:57 am
I was really touched by the your article. I admire the drive and determination Stephanie has to revive her family name and business by going back to the basics of her Grandfather’s concept of good ole fashion personal appreciation of people that worked to make Stuckey’s a household name a success. I am very excited to see this comeback and will stop at any Stuckey’s that I see on my road trips.
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Historian, self-proclaimed gentleman, agrarian-at-heart, & curator extraordinaire