Chief Executive Magazine: Transforming a Family Legacy
In The News
Published: 25 Jan 2017
Chief Executive Magazine recently featured an article on Roland Dickey, Jr., CEO of Dickey’s Barbecue Restaurants, discussing his vision for the future of the company. When asked about his goals, Dickey’s response was simple: "World domination." While it may sound like a joke, with Dickey’s expanding to 43 states in just five years and signing multiple franchising agreements weekly, his vision is clearly not far from reality.
Dickey’s Barbecue has come a long way since his grandfather, Travis Dickey, opened a traditional Texas barbecue storefront in Dallas. While much has changed, the company has remained true to its core—delivering great barbecue. Dickey’s Barbecue has continually adapted to changing consumer tastes and the evolving market, and it’s this balance of tradition and innovation that has fueled its fast growth.
One of the first major changes under Dickey, Jr.'s leadership was shifting from the original cafeteria-style barbecue buffet to a fast-casual model, which proved more effective in new markets. This change, coupled with the recession’s impact on high-overhead, large-footprint concepts, led to the development of a leaner and more profitable business approach. By 2011, this new model was solidified, and Dickey’s has been expanding ever since.
Despite these changes, the company continues to slow-smoke all its meats on-site, including beef brisket, pulled pork, ribs, sausage, turkey, and chicken. "We will always be all about great barbecue," says Dickey, Jr., emphasizing that the company’s core focus is maintaining the quality and tradition of its barbecue.
However, Dickey’s is also looking to the future, especially with its "No B.S." initiative. This includes serving only antibiotic- and hormone-free chicken raised cage-free and sourcing other responsibly raised proteins. Dickey, Jr. believes that using more natural, wholesome ingredients may be more expensive, but it’s the right thing to do for customers and the environment. He also hopes to use the company’s buying power to influence the meat industry to adopt better practices.
In terms of franchising, Dickey’s focuses on supporting its franchisees with constant communication, marketing, and sales support. The company has introduced a new enterprise management system called “Smokestack,” designed to help franchisees operate more efficiently and market more effectively. The system allows for targeted marketing campaigns based on customer data, like offering a family meal pack to regular lunch customers to boost dinner sales.
Dickey’s success also lies in its approach to franchisee relations. According to Dickey, Jr., the company’s focus is on supporting the success of its stores, which in turn drives growth. With annual revenues in the $480 million to $500 million range, Dickey’s plans to continue expanding domestically and is exploring international opportunities, particularly in Asia. Dickey is committed to ensuring a solid supply chain to support international growth and plans to take a slow and steady approach to global expansion.
Dickey, Jr. remains focused on preserving the company's legacy while adapting to modern demands. His approach continues to position Dickey's Barbecue for long-term success as both a brand and a business.
Dickey’s Barbecue has come a long way since his grandfather, Travis Dickey, opened a traditional Texas barbecue storefront in Dallas. While much has changed, the company has remained true to its core—delivering great barbecue. Dickey’s Barbecue has continually adapted to changing consumer tastes and the evolving market, and it’s this balance of tradition and innovation that has fueled its fast growth.
One of the first major changes under Dickey, Jr.'s leadership was shifting from the original cafeteria-style barbecue buffet to a fast-casual model, which proved more effective in new markets. This change, coupled with the recession’s impact on high-overhead, large-footprint concepts, led to the development of a leaner and more profitable business approach. By 2011, this new model was solidified, and Dickey’s has been expanding ever since.
Despite these changes, the company continues to slow-smoke all its meats on-site, including beef brisket, pulled pork, ribs, sausage, turkey, and chicken. "We will always be all about great barbecue," says Dickey, Jr., emphasizing that the company’s core focus is maintaining the quality and tradition of its barbecue.
However, Dickey’s is also looking to the future, especially with its "No B.S." initiative. This includes serving only antibiotic- and hormone-free chicken raised cage-free and sourcing other responsibly raised proteins. Dickey, Jr. believes that using more natural, wholesome ingredients may be more expensive, but it’s the right thing to do for customers and the environment. He also hopes to use the company’s buying power to influence the meat industry to adopt better practices.
In terms of franchising, Dickey’s focuses on supporting its franchisees with constant communication, marketing, and sales support. The company has introduced a new enterprise management system called “Smokestack,” designed to help franchisees operate more efficiently and market more effectively. The system allows for targeted marketing campaigns based on customer data, like offering a family meal pack to regular lunch customers to boost dinner sales.
Dickey’s success also lies in its approach to franchisee relations. According to Dickey, Jr., the company’s focus is on supporting the success of its stores, which in turn drives growth. With annual revenues in the $480 million to $500 million range, Dickey’s plans to continue expanding domestically and is exploring international opportunities, particularly in Asia. Dickey is committed to ensuring a solid supply chain to support international growth and plans to take a slow and steady approach to global expansion.
Dickey, Jr. remains focused on preserving the company's legacy while adapting to modern demands. His approach continues to position Dickey's Barbecue for long-term success as both a brand and a business.