The restaurant industry is one of the most rewarding, yet most challenging, entrepreneurial paths a person can take. Add in the complexity of smoking meats on site every day, managing physical demands, and adapting to changing market conditions, and the picture becomes even clearer: success in the barbecue business requires more than just financial investment.
For Dickey’s Barbecue Pit, the world’s largest barbecue franchise, this reality is acknowledged openly. Some franchisees thrive, building multiple locations and long term careers. Others struggle, sometimes exiting the system altogether. But what differentiates those two outcomes?
The answer lies in understanding the demands of the business, the importance of staying on model, and the resilience required to adapt.
The Challenges Some Franchisees Face
1. The Physical Demands of Barbecue
Running a Dickey’s isn’t like managing a typical fast-casual concept. The art of smoking meat is labor-intensive and requires daily, hands-on involvement.
“There’s a lot of physicality in what we do,” explains the Dickey’s leadership team. “Loading the pit, unloading the pit. You’ve got to be there before 8:00 a.m. You have to work all the way through. You’re loading those briskets, you’re loading those pork butts, you’re pulling them out.”
For some operators, the workload is invigorating. For others, particularly those with health issues or who underestimated the demands, the physical side becomes overwhelming. In one case, an operator with a background in construction discovered that transitioning into the restaurant industry was harder than anticipated, with knee problems adding to the difficulty.
2. Operational Standards Are Non-Negotiable
Dickey’s has a clear philosophy: “Nail it before you scale it.” That means a franchisee must first master the operations of a single restaurant—achieving success in guest satisfaction, food quality, and business standards—before expanding into multiple locations or becoming an area developer.
When operators fail to meet these benchmarks, challenges multiply. Some owners struggle with:
• Passing Blaze audits (internal operational reviews).
• Avoiding off-program purchasing.
• Maintaining brand consistency.
• Meeting guest satisfaction standards.
Falling short in these areas prevents growth and, in some cases, forces the brand to step back from expansion agreements.
3. Market Conditions and the Pandemic
No discussion of restaurant challenges would be complete without acknowledging the pandemic. Even the strongest operators faced unprecedented hurdles, from supply shortages to labor disruptions and fluctuating construction costs.
As the leadership team notes, “Nobody saw the pandemic coming. While we pivoted quickly and found success, it was a painful time for many.”
Some operators, like Wendy Williams, saw their dreams cut short. Despite her enthusiasm and creativity in building out a beach bar–style restaurant, the combination of market challenges, the pandemic, and stepping away from brand advice led to financial difficulties.
In her case, Dickey’s even went above and beyond, subsidizing over $50,000 in bills to help her stay afloat. Yet even with that support, the outcome wasn’t sustainable.
4. Personal Choices Matter
As Dickey’s leaders emphasize, outcomes often come down to choices. “If you step off model or fail to evolve with the market, the business becomes harder. Franchising is not easy, but it’s a wonderful way to make a living.”
In other words, when operators deviate from the proven system or fail to adapt to new conditions, they increase their risk of failure.
Why Most Dickey’s Franchisees Find Success
For every story of a franchisee who struggled, there are far more examples of operators who are thriving. What sets them apart?
1. Passion for Barbecue and the Business
Dickey’s doesn’t just want investors—it wants partners. That’s why the brand uses the term “owner-operator.” The most successful Dickey’s franchisees are those who genuinely love barbecue and the restaurant business.
They’re the ones willing to roll up their sleeves, fire up the smoker, and spend the hours needed to deliver authentic, Texas-style barbecue to their communities.
2. Dedication to the Model
The franchise system exists for a reason. Those who follow Dickey’s guidelines— sticking with approved vendors, maintaining operational standards, and working in partnership with the brand—are the ones who thrive.
This consistency pays off not only in profitability but also in customer loyalty. Guests know that whether they’re in Texas, New Jersey, or New York, they’ll get the same quality brisket, ribs, and pulled pork they’ve come to expect.
3. Strong Partnerships With the Brand
Dickey’s views its role as a partner, not just a franchisor. From background checks and training to construction guidance and technology support, the brand provides tools to help franchisees succeed.
Technology, for example, is a major asset. Online ordering through Spark Hospitality Technology gives owner-operators control of their menus and pricing through a dashboard. Operations teams and a help desk provide ongoing support to troubleshoot issues and maximize sales opportunities.
4. Examples of Success in Challenging Markets
The New York and New Jersey markets provide strong proof of how partnership and commitment pay off.
• Gary Mulligan, who owns restaurants in Whiting and Mount Holly, New Jersey, is cited as a phenomenal partner. He not only operates successful stores but also supports the brand during media appearances, personally driving barbecue to cooking segments in New York City.
• David Cerillo in Norwich, New York, and Bahra Patel in Egg Harbor, New Jersey, are other examples of operators thriving in the region.
• Abon in Buffalo, New York, has also built success, even in a market far from Dickey’s Texas roots.
These owner-operators started small, often with just a single unit, and through dedication, they’ve proven that success in the system is possible even in competitive and costly metropolitan areas.
5. Resilience in the Face of Change
The most successful franchisees are those who adapt. Whether it’s adjusting seating to fit a carryout-heavy market like Hoboken, adding local favorites such as Brunswick stew, or navigating rising construction costs, these operators stay flexible without losing sight of the brand’s core barbecue identity.
The Bigger Picture
Critics often focus on isolated failures, but context matters. A handful of operators struggling does not define a brand that has been in business for almost 85 years and franchising since 1994.
Today, Dickey’s operates in 41 states with hundreds of restaurants across the country. That scale doesn’t happen by accident. It happens because the majority of owner operators are successful—building sustainable businesses, creating jobs, and bringing authentic Texas barbecue to communities nationwide.
As the leadership team stresses: “Actually, it isn’t a pattern of unsuccessful people. There are far more successful people than unsuccessful ones. The restaurant business is hard. The barbecue business is hard. Franchising is hard. Those individuals made choices in the context of their own business, and their outcomes are a product of those choices.”
Conclusion: Success Isn’t Guaranteed, But It’s Possible
Running a Dickey’s franchise isn’t easy. The work is demanding, the hours are long, and the standards are high. Add in external factors like economic downturns or a global pandemic, and it’s clear why some operators struggle.
But for those who embrace the physicality, commit to the model, and bring genuine passion to the pit every day, success is very much within reach. The proof lies in the many operators who not only survive but thrive, some even growing into multi-unit owners and long-term partners.
Dickey’s success over the decades is not the result of chance. It’s the outcome of strong partnerships, operational excellence, and a shared love of authentic, smoked on-site barbecue. While not everyone is cut out for the journey, for the right owner operator, the rewards are more than worth it.
