21 restaurant brands celebrating milestones

Dickey’s barbecue pit

80 years old

When Travis Dickey opened Dickey’s Barbecue Pit in

Dallas in 1941, it is unlikely that he ever envisioned a global franchise empire. He ran it for 25 years, originally converting what was a former beer bar into a mainstay. Next in the direction of the brand came Travis’ son Roland (the first) and, ultimately, grandson Roland Jr.

When Roland Jr. and his wife, now CEO Laura Rea Dickey, arrived on board, there were about 20 stores. Now there are over 600 in 46 states and developing in 36 countries. Dickey’s is one of the few steakhouses – a notoriously temperamental and regional segment – to have achieved full-scale success. Laura and Roland attribute this to preserving the best parts of Dickey’s legacy and an ‘evolve or fail’ mentality.

People want Texan barbecues all over the world, say the Dickeys. And new units in places like Pakistan, Tokyo and Singapore prove it. In less than five years, the Dickeys believe that international growth will exceed national growth.

No matter where Dickey’s goes, however, the heart of the handcrafted barbecue and family brand, the authenticity of the 12 to 2 p.m. smoked walnut pit in each restaurant, is a timeless and endearing base from which to build. Laura said.

“I love the American success story,” says Laura. “I love to be an example that as a family business you can work hard and if you do both well and well in your community, that if you are truly a good neighbor you are a good part of your community. community, that people recognize it.

While Dickey’s is a historic brand, the company has looked at technology and embraced the convenience of digital ordering, third-party delivery and catering during the pandemic. Dickey’s main priorities are twofold: driving owner-operator success and optimizing the customer experience for a few dollars more than the traditional fast food meal.

Part of that latest promise included a move to open kitchens so customers could see the hickory wood pit.

Roland likens the restaurant’s business transformation to his in car choice, the equivalent of going from a red Chevrolet Cavalier with a green door to a Mercedes. Growth has been a by-product of success, with more than half of new stores opening under the ownership of existing operators.

Dickey’s philosophy has not changed amid the challenges of 2020.

“Roland and I talked on the phone and we said, OK, it was never about whether we were going to be successful, this was how we were going to do it,” says Laura.

Immediately, Dickey reduced his royalties by 50%. The company also agreed to a voluntary pay cut, which Laura thinks helped a lot to show employees that Dickey would strive to keep as many jobs as possible in the early days of the pandemic.

“I think there are people who could make choices in the industry because it’s an investment or it’s a decimal point on a spreadsheet, and we’re absolutely there to make a profit, and to be very, very profitable, ”Laura says. “But we want to do it in a way that is fulfilling, creative and true to who we are.”

Dickey’s was perfectly suited to COVID conditions as it is a concept of minimal contact, being positive year over year since May of last year. But beyond that, the brand maintains an entrepreneurial culture.

“Even though we’re 80 years old, we act like a startup,” says Roland. “I think we wouldn’t be successful if we didn’t. The difference between an entrepreneurial culture and the others is action, action, action, always acting.

The immediate uncertainty of how restaurants would adapt challenged Dickey’s, but looking into innovation the company realized it could deliver barbecue to anyone, anywhere. This mindset led to Dickey’s website optimization increasing the web traffic threshold by over 300%.

Around July 4, Dickey’s set the biggest sales record with a 13.9% increase in lineup. The celebrations of Mother’s Day and Father’s Day have also seen historic marks. While many restaurants worried about cannibalizing online orders with re-openings, Dickey’s drop-shipping, third-party delivery, and pickup alone supported what the chain was using to generate revenue on all of them. canals.

Dickey’s celebrated its anniversary with limited-edition commemorative Big Yellow Cups and special dishes like the King’s Hawaiian Pulled Pork Sandwich topped with Dr Pepper BBQ Sauce.

“We’ve always taken care of the guests because the original store that we keep coming back to, in fact before it was a beer joint when my grandpa got it, it was a house, and you don’t ‘don’t have a customer in a house, you have a guest,’ says Roland.

Dickey’s plans to double its size in less than five years and grow to 700 restaurants by the end of 2021. But along the way, never lose sight of its neighborhood spirit.

“If we’ve done our job really well, they have no idea we’re the biggest barbecue chain in the country and the world, and that’s what I hope you’ll see,” says Laura.

Source link

About James Almanza

Check Also

Florida’s new law could punish people who comply with Biden’s vaccine mandate

Photography: Shutterstock Florida restaurants firing employee for refusing to comply with Biden administration’s workforce vaccination …

Leave a Reply

Your email address will not be published. Required fields are marked *