Dickey's Takes Texas Barbecue Mainstream With New Fast Casual Concept

May 16, 2008 // Franchising.com // - (DALLAS, Texas) - Dickey's Barbecue Restaurants announced today a shift in its business model, introducing a fast casual concept designed to take barbecue mainstream. For Dickey's, already well-known through out the country for its flavorful, hickory-smoked barbecue and friendly atmosphere, fast casual means scaling down from 4,500 square-feet, buffet-style restaurants to a 1,500 square-foot, renovated space with a family-focused, serve-at-your-table feel. Deep, high-backed booths and corrugated steel light fixtures coupled with bright woods and vivid displays make Dickey's new look comfortable and approachable.

With 90 locations nationwide, Dickey's is the fastest growing barbecue chain in the country. Steve Royer opened his first Dickey's restaurant in Lynchburg, Va., last year.

"In the fast paced world we live in customers want exactly what Dickey's offers - quality food that's affordable and prepared quickly," he said. "Many customers don't have time to wait at a full service restaurant and don't see the nutritional or cost value in many fast food restaurants."

As an Owner/Operator, Royer said the new concept is a way to penetrate many markets.

"This is exciting for us because it allows owners to have multiple locations with more brand recognition and more flexibility with less investment," he explained.

"We saw a hole in the fast casual arena on a national level. High-quality barbecue at the right price point was missing," said Dickey's President Roland Dickey, Jr. "With our history and growth, we believe we're the strongest competitor in this niche, so we simply fine-tuned our model to meet demand."

Since 1941, Dickey's has been a leader in optimizing the barbecue model. When Roland was named CEO of the company in 2004, he realized there was an immediate need to build a comprehensive infrastructure for aggressive growth. The company saw immediate results as Dickey's has almost doubled its numbers in four years. In 2008, Dickey's has over 160 locations open and in development.

About Dickey's Barbecue Restaurants

Founded in 1941, Dickey's Barbecue Restaurants began in Dallas with a single goal - "Serve the best tastin' barbecue imaginable, just the way people like it. And don't make 'em wait too long to get it." More than 60 years later, Dickey's is now the fastest growing barbecue chain in the country and is rapidly becoming the largest franchising concept in its category serving some of the best mouth waterin', lip smackin', great tastin' barbecue in the United States. Beginning with an aggressive growth strategy and proven business model, and since implementing its proprietary five revenue streams for business growth, Dickey's is on track to double its locations in 2008. Currently, Dickey's Barbecue Restaurants can be found in more than 15 states with 90 locations nationwide. For more information on partnering with Dickey's Barbecue Restaurants in any location, call (866) 340-6188 or visit www.dickeys.com/franchise.aspx. Dickey's: Slow cooked. Served fast.



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