Nostalgia, Grit, and the Open Road: Stephanie Stuckey on Reviving an American Iconic Brand

What does it take to revive an American icon? For Stephanie Stuckey, it meant reacquiring her family’s struggling roadside brand, embracing grit, and turning nostalgia into momentum.

Founded in 1937 by her grandfather, Stuckey’s became synonymous with pecan log rolls and quirky highway charm. At its peak, the company had over 350 stores, but decades of decline left it nearly forgotten. In 2019, Stephanie brought it back into family hands, and since then has grown sales fivefold, acquired a candy manufacturing plant, and expanded into new retail channels.

In this episode, Stephanie shares why she pivoted from stores to snacks, how storytelling keeps legacy brands relevant, and why grassroots “road warrior” marketing beats big-budget campaigns. She also opens up about her career pivots - from law and public service to entrepreneurship - and the lessons she’s learned about leadership, resilience, and community.

From Route 66 dreams to dashboard inspiration, this conversation is both practical and inspiring. If you’ve ever wondered how to revive a brand - or your own career - Stephanie’s story offers a roadmap worth following.