Entrepreneur launched viral multimillion dollar store without permission from billion dollar brand

What was said

"My business partner and I launched a store to get their attention. I went to their store with my four kids and wife. We bought one of everything. I hired a photographer. One of everything. And I just started cold emailing reporters. I used my Gmail account. I went to Southern Living Eater, Texas Monthly, and I just found, oh, who wrote this? I started, hey, I like bies. I launched a store for them. I thought you would find this interesting. And they need stuff to write about. So they did, and it went mega viral. We did hundreds of thousands of dollars our first 30 days selling their products. Their products. Just marking it up."

Kerner launched an unauthorized e-commerce store selling Buc-ee's products by buying inventory retail, photographing everything, and cold-pitching journalists. The guerrilla marketing tactic went viral, generating hundreds of thousands in first-month sales and growing into a multimillion-dollar annual business that still operates today under first sale doctrine.