What Is a Weigel’s and Why Is It Flaming People on Twitter?

This Iconic East Tennessee gas station and convenience store has a reputation for clean facilities, great milk and lighting people up on social media

With a history that goes back almost as far as East Tennessee, Weigel’s (pronounced ‘Why-gulls’) is a thriving regional institution. Locations in Tennessee range from Bristol to Chattanooga and as far west as Crossville. The Weigel’s headquarters is located in Powell.

Weigel’s has become East Tennessee’s favorite gas station and convenience store with roots that travel back to a German immigrant in the 1840s. It’s not a Buc-ee’s or a Casey’s but it is a reliable, consistent presence. It’s an excellent neighborhood convenience store and a solid option when road tripping through East Tennessee. While some stations are franchised out and can be of inconsistent quality, if you pull into a Weigel’s you know what you’re going to get.

How did a dairy operation turn into a regional convenience store icon?

The Weigel’s story starts with a German immigrant named Carl Augustus Weigel in 1840. He set up a farming operation in East Tennessee near Knoxville. His grandson’s purchased their own farm in what would become Powell in 1918. Part of that property was converted in 1931 to Broadacre Dairy by Carl Augustus’ great grandson, William. The dairy was a hit. The first delivery truck was purchased in 1934, and pasteurization arrived in 1936. By 1947, the company had 15 mechanically refrigerated delivery trucks running milk routes to local homes.

In the late 50s, with the demand for home milk delivery waning, the plan started to change. The first Weigel’s Farm Store opened as a drive through where families could come purchase their milk as well as other essentials. In 1964, the first Weigel’s walk in store opened in Oak Ridge, until then all the Weigel’s Milk Farm Stores had been drive thru.

In 1970, Weigel’s started the process of becoming the chain we know today. Self-serve gas pumps were installed at the Emory Road location. It was successful. Over the course of the next 55 years, Weigel’s has been recognized among the country’s top private businesses, the best convenience store multiple times and its chocolate milk has been honored at the Tennessee State Fair multiple times. It’s also been recognized for the best coffee.

If I go to Weigel’s what should I get?

Aside from filling up the car? Weigel’s has a good array of convenience store food. The pastry counter if good and the pizza is pretty good as well. It’s not as good as Casey’s but it will do for road trip food.

Back when my oldest daughter was playing travel softball, we’d frequently start our day before 6:30 a.m. with a stop at Weigel’s for gas, an energy drink and something from the fresh food case. The rolled biscuits and breakfast burritos aren’t a bad way to start the day. Later in the day, a couple of corn dogs make a good road trip selection as well.

What about the milk? If you’re a dairy person, you have to try the Weigel’s Milk. I’m partial to just the regular Vitamin D milk but when I want to splurge a little, I’ll go for the chocolate or strawberry varieties. They do have some more decadent seasonal varieties.

Can milk be decadent? I think so. The Ellie’s Tracks Milk – swirls and vanilla, peanut butter and fudge – is a lot like drinking liquid ice cream, but in a good way. They also have seasonal options like the newly introduced Autumn Reserve – with flavors of salted caramel, bourbon and butterscotch.

I treat all of those are rare treats, however. Milk isn’t always the best road trip choice as it makes me sleepy. It’s also not a great call on your way to a ball tournament in 98-degree summer heat. Queue the Ron Burgandy quote.

They also do a high-quality seasonal eggnog that I’m told by nog aficionados is quite good, but no nog is good for me.

What about Weigel’s social media?

For a company with roots that go back to 1840, you wouldn’t think Weigel’s would be as adept at social media promotion, but it is. The people running the social accounts are sharp, funny and quick-witted. They’re masters of the .gif game, and in our opinion, one of the better corporate follows on Twitter.

As a strictly East Tennessee icon, they’re not above jumping into a good old fashioned internet flame war with UT’s rival fanbases. They’ve also jumped into the Name, Image and Likeness era, doing partnerships with several UT players. If a specific UT player does something good in football, basketball, softball or baseball, Weigel’s reward members can swing by their local Weigel’s for free items. If you’re going to be spending much time in East Tennessee, it might not be a bad idea to get an account to collect on free drinks and more. Visit the website here for more information.

Are you a Weigel’s fan? What is your favorite treat there? Let us know in the comments!