Secret sauce

What’s in a name?

Some business names come easily, named for the family or service they offer. Others require a little more incubation to strike the right balance between originality, logic and cohesion. Then some come from the places least expected.

Roland Dickey Jr is familiar with all the iterations possible. As CEO of Dickey’s Capital Group, the holding company of Dickey’s Barbecue Restaurants, the southern barbecue business – founded by his grandfather Travis Dickey in 1941 and expanded by his father Roland Dickey Sr – is in his blood.

Under his leadership, Dickey’s has grown, not only in size as it expanded from its home base of Texas across the United States and internationally, but also to encompass subsidiary businesses. These not only include its other restaurants – Wing Boss, Big Deal Burger and Trailer Birds – but also Spark, the punchy and intuitive name settled upon for the Group’s hospitality technology company, and Wycliff Douglas Provisions, the manufacturing and production arm of the businesses.

When it came to naming the food, sauce and spice manufacturing and distribution company Wycliff Douglas, inspiration came from an entirely different source.

“That’s a funny story,” Roland tells The CEO Magazine. “Wycliff Douglas originally started as a real estate holding company renting commercial apartments that my childhood best friend, Nick Schwabe and I founded. The name came from the intersection of Wycliff and Douglas Streets in Dallas, where we owned our original building. We couldn’t agree on a name, so we settled on the location.”

It stuck, and in 2007, Dickey’s sold all the properties and used the money to secure its first manufacturing location in 2011, launching Wycliff Douglas as a specialty food and sauce manufacturer, making all of Dickey’s sauces and spices and then expanding to other clients.

In 2022, Wycliff Douglas Provisions was founded to add protein production to its manufacturing. This strategic move by the company was driven by the need to control supply chain costs and ensure the highest quality products for its 866 restaurants, especially the brand’s core Dickey’s Barbecue Pit franchisees.

A win–win solution

Roland explains that having its own production facility has allowed Dickey’s to manage every aspect of the manufacturing process, from sausage grinding to high-speed packaging.

“We saw an opportunity to create a solution that benefits both our business and our franchise owners,” he reveals. “By building Wycliff Douglas Provisions, we’ve gained greater control over our supply chain, allowing us to keep costs down and quality high. The journey has been remarkable and a testament to our belief that if you build it, success will follow.”

The 4,645-square-meter United States Department of Agriculture [USDA]-inspected plant in Mesquite, Texas produces a variety of products for Dickey’s, including sausages, chicken breasts, ribs, smoked chicken wings and other proteins. These are crucial to its famous barbecue offering, as well as for Dickey’s retail line of products available from retailers including Walmart, Kroger and directly on barbecueathome.com.

“Having this facility enables us to produce products that are not only consistent in flavor but also maintain the quality that our customers expect from Dickey’s Barbecue,” the CEO of Dickey’s Barbecue Restaurants and Roland’s wife, Laura Rea Dickey, tells The CEO Magazine.

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“Working with Dickey’s Barbecue Pit means serving customers who appreciate high-quality smoked meats. Both companies foster a culture where its core values – quality, hospitality and tradition – align with those of its customers. Employees contribute to preserving authentic barbecue flavors while delivering a warm, satisfying dining experience to loyal customers. It’s truly an honor to partner with Dickey’s Barbecue Pit.” – Derek Howerton, Sales Director, 1941 Provisions

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The success of the new facility is already being felt.

Along with being a great economic driver for the local community, creating around 100 new jobs in roles ranging from production line workers to logistics and quality control, the business recently reported a 105 percent year-on-year increase in sales and a 200 percent increase in customer base. Its Texas facility is set to expand an additional 2,320 square meters due to this high demand.

“The cost savings we’ve achieved through Wycliff Douglas Provisions directly benefit our franchisees,” Laura says. “With nationwide transportation costs rising, having a centralized facility with freezer and redistribution capabilities helps lower freight costs, which is crucial for maintaining profitability at our franchise locations.”

The benefits extend beyond Dickey’s franchises as well, with white-label clients and grocery chains an important income channel for Wycliff Douglas Provisions.

“We produce a wide range of protein products, and this diversification allows us to expand our footprint in the food industry and brings additional revenue streams to the business,” Roland says.

“We’re excited to see Wycliff Douglas Provisions grow beyond Dickey’s. Serving other clients allows us to maximize the facility’s capabilities and create new business opportunities.”

At the forefront of the journey

This isn’t Dickey’s first production facility, but it is it’s first protein production facility, and there are already lessons to be learned. Protein production involves a much more complex process than producing barbecue sauces and spices, as well as a suite of regulatory requirements, including USDA inspections, temperature controls and extensive safety protocols to maintain food safety and quality.

“The protein side of the business is far more labor-intensive and highly regulated. The sheer scale and logistics involved in processing meats compared to sauces is a huge difference,” Roland says.

“But it’s a necessary step to ensure the best possible product for our customers and franchisees.”

The facility is also a key prong in the future strategy of the business, with Wycliff Douglas Provisions already earmarked to play a critical role in supporting Dickey’s global growth and diversification into new markets, such as white-label production for the restaurant industry.

“Our expansion into manufacturing is part of our broader strategy to scale sustainably,” Laura says. “We plan to increase our capacity, bring in more white-label clients and introduce new products to meet the growing demand.

“We’re positioning ourselves for long-term growth, and Wycliff Douglas Provisions will be at the forefront of that journey.”

A spark of an idea

Beyond Dickey’s food and sauce empire, its hospitality technology company, Spark Hospitality Technology, is the company’s proprietary tech-driven vertical integration that was designed to support the restaurant business from within.

“The journey to creating Spark was rooted in necessity,” Roland recalls.

The business had recognized early on that traditional third-party solutions weren’t tailored for the intricacies of running a restaurant – so it built one itself.

Originally launched to meet the needs of Dickey’s Barbecue Pit, it has catered to such a need in the industry that it has become a fully operational hospitality technology company in its own right. It offers services across point of sale, loyalty programs, ecommerce, mobile apps, data analytics, digital brand awareness and custom restaurant applications.

“The restaurant industry can be complex, and technology shouldn’t add to that complexity – it should solve it,” Roland says.

“We created Spark Hospitality Technology because we needed solutions that could grow with us. The platform allows operators to focus on what they do best: serving great food and creating memorable customer experiences. By bringing technology in-house, we’re able to innovate at our own pace and adapt quickly to market demands.”

Beyond answering a need in the industry, Spark also shows that even an 83-year-old barbecue brand can be on the cutting edge of innovation.

“The restaurant business is about more than just food; it’s about efficiency, customer experience and data-driven decisions,” Laura says.

“Spark helps us optimize operations by making tech solutions frictionless for our franchisees. We are constantly innovating, from the back-of-house ordering system to enhanced guest-facing applications, so our franchisees can spend less time managing tech and more time running their restaurants.”

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Spark is built to streamline everything from online ordering to loyalty management, critical for today’s digital-savvy consumer. One of the core goals of Spark is to ensure that franchisees can integrate new technologies seamlessly into their daily operations without a steep learning curve.

The technology suite continues to evolve, offering a competitive edge not just for Dickey’s but also for potential white-label clients in the hospitality industry.

Looking forward, Dickey’s plans to keep enhancing Spark with more AI-driven solutions, advanced customer engagement tools and back-of-house automation that will help scale the restaurant business efficiently and sustainably.

“As we continue to grow, we’re making significant investments in technology,” Laura says. “This includes everything from mobile ordering enhancements to advanced data analytics. It’s all about creating a smoother, more efficient experience for our guests and our operators.

Complementary strengths

The duo have come a long way from when Roland joined Dickey’s in 1999, when the brand was still a regional chain with deep Texas roots.

“Back then, my role was to learn everything I could, from operations to marketing, so I could help guide the brand into the future,” Roland says.

He worked on franchising strategies and led Dickey’s national expansion, ultimately growing the brand from 50 locations to over 500 domestically and internationally.

In 2006, Roland became CEO, and his vision shifted to scaling the business while preserving its authenticity.

“Franchising was key to expanding our reach, but we didn’t want to lose the core values of quality and tradition that made us unique,” he explains.

“So, we developed rigorous training and operational guidelines to ensure that every Dickey’s franchise could replicate the experience.”

This expansion also included innovations like online ordering and mobile apps, helping the business stay competitive in a changing market.

Laura joined Dickey’s in 2009, bringing her expertise in data analytics and technology to the family business. Before becoming CEO, she served first in marketing, training and then as CIO.

“When I first joined, Dickey’s was focused on domestic growth, but I saw an opportunity to transform the way we approached operations, particularly through data-driven decisions,” she explains.

One of her first major initiatives was to modernize the company’s digital infrastructure, which included developing the Spark Technology platform.

“My role was to create a tech-forward strategy that would not only enhance our customer experience but also give our operators the tools they needed to be successful,” she says.

Today, Laura continues to focus on innovation, ensuring that Dickey’s stays ahead of consumer trends while maintaining the brand’s barbecue heritage. “It’s about evolving without losing what makes us special – ‘Legit. Texas. Barbecue,’” she says, citing the company’s trademark slogan.

As a married couple leading interconnected businesses, Roland and Laura have cultivated a unique dynamic that capitalizes on their complementary strengths.

“We’ve essentially divided the business into segments,” Roland says. “I’m focused on operations, franchising and expansion, while Laura leads the charge on technology, data and customer experience.”

Their synergy is what makes their partnership successful, the pair agree.

“What makes us work so well together is that we approach challenges from different angles but with a shared vision,” Laura explains. “Roland is always looking ahead to the next opportunity, while I’m making sure we have the infrastructure and technology to support that growth.”

Their collaborative approach is vital to tackling industry challenges, especially when navigating the complexities of franchising, international expansion and vertical integration.

“Having someone by your side who not only understands the business but understands you and also balances your own leadership style is key to our success,” Roland adds.

What is also integral to success are the strong relationships with key partners, such as poultry supplier Garimark Foods. Roland explains how strong partnerships with suppliers are at the core of sustainable growth.

“We focus on fostering long-term relationships that benefit both parties, ensuring we get the best-quality ingredients at the most competitive prices,” he says. “Our ability to scale operations helps us negotiate better deals, which in turn reduces costs for our franchisees.”

Community Foundations

The Dickey’s name is also strongly associated with community support. The Dickey family has been dedicated to serving their communities since 1941 through its restaurants, and The Dickey Foundation has continued that tradition of service by focusing on those who serve others.

Founded by Roland’s mother and former Dallas County Commissioner, Maurine Dickey, the foundation provides grants and safety equipment to first responders across the United States. From protective gear to rescue equipment, the foundation’s mission is to ensure that these individuals are equipped to stay safe as they protect their communities. Since its inception, the foundation has awarded over US$900,000 in grants to support these efforts.

“Giving back has always been part of our family’s values, and that’s something my mom really championed when she founded The Dickey Foundation,” Roland says.

“We see tons of law enforcement, firefighters and emergency medical technicians in our restaurants, and the foundation was a natural extension of our relationship with them. It’s about helping in every way we can, and every dollar raised goes to directly supporting first responders with the tools and equipment they need.”

Laura adds that being able to give back to the nation’s first responders is incredibly rewarding.

“I’ve learned so much about the overwhelming needs of these heroes, everything from individual support to helping with critical budget shortfalls for safety equipment like protective armor and firefighting gear,” she says. “First responders are often underfunded, and through the foundation, we’ve been able to provide resources to meet those needs.”

“Supporting first responders isn’t just a part of what we do – it’s at the heart of who we are as a family and as a brand,” Roland continues. “It’s consistent with the values that my grandfather instilled when he started this company, and it’s an honor to continue that legacy through The Dickey Foundation.”

Despite so much to occupy them, there’s one thing the pair don’t lose sight of: quality in their restaurants and staying true to their roots.

“At the heart of our success is consistency, and that starts with brand standards,” Roland says. “We have an extensive training program to ensure every Dickey’s location delivers the same authentic barbecue experience, no matter where it is.”

The family recipes and traditions, like smoking meats on-site, keep them grounded.

Technology and data, Laura adds, are other tools to maintain quality across its operations. “It’s about giving our franchisees the tools they need to stay consistent and ensure that, from the food to the service, our customers know what to expect.”

Looking forward, the company has pursued expansion into additional concepts like Wing Boss, Big Deal Burger and Trailer Birds. Roland says they are no longer pursuing expansion of these additional concepts outside of its traditional franchise system.

“Instead, we’re focusing our resources on growing our primary brand, Dickey’s Barbecue, as well as Trailer Birds and Wing Boss with our franchisees,” he says.

“The post-pandemic landscape has continued to shift, and we’re making deliberate choices about how we expand,” Laura adds. “We’re seeing evolving preferences from our guests, and we want to meet those needs by enhancing the menu within our core brands rather than pursuing so many other concepts.

“It’s about doing more with what works best and being intentional with our resources.”

That doesn’t mean that growth isn’t a big part of the future.

“Dickey’s is the hub of our organization, and everything else is a spoke around it. My grandfather started a restaurant business he loved, my dad built a barbecue business, and we are continuing that strong tradition because we love it too,” Roland says.

“Our expansion into countries like Mexico, Japan and the United Arab Emirates has proven that the love for Texas barbecue crosses borders.”

But, Roland acknowledges, growth doesn’t have to be the final word on success.

“Success is also about staying true to what got us here – our passion for great barbecue, our commitment to quality and our belief in family and community. Those values are timeless,” he says.

“We also believe in staying flexible and finding new paths forward when necessary. It’s a combination of honoring tradition while adapting to the changing landscape. And through it all, the guest always comes first – if we meet their needs, the business will succeed.”

For Laura, success is at the intersection of innovation and preserving tradition.

“We’ve embraced new technology, improved the customer experience and expanded our brand, but we’re still committed to the same quality and values that have defined Dickey’s for over 80 years,” she says.

Success comes from consistency, quality and finding the right people, she notes.

“We’ve always put a strong emphasis on hiring the best folks and investing in them. Whether it’s barbecue or another business, that’s the secret sauce.”