For any business, the success of its brand is its lifeblood. Brands represent the underlying ideals by which a business identifies and relates to its customers, and championing the values of a brand can help strengthen that relationship between a business and its audience. — Dickey’s Barbeque is a hugely popular Texas barbecue chain with over 520 stores, and CEO Roland Dickey Jr. is celebrating those who best embody the chain’s brand values. The most recent Brand Championship awards has been given to Matt and Ashley Jensen, of Farmington, Utah.
Initially Matt and Ashley knew they wanted to open a franchise and looked for a financially strong company. They looked into several types of businesses and narrowed it down by franchise cost and profits. When Matt walked into a Dickey’s Barbecue Pit, he could smell the slow – smoked meats and taste the quality ingredients. After that he knew he would open a Dickey’s.
Matt explained, “What we love most about the Dickey’s franchise model is the role catering plays into the overall business model. It’s a huge revenue tool for us. On average, approximately 15- 20% of our business is catering. In-store business drives catering opportunities and catering drives in-store visits, so it just works – we have built a great following this way.”
A spokesperson for Roland Dickey Jr. explained, “Roland was insistent from the beginning that we implement the best and most comprehensive support system for our franchisees, and ensure they felt part of our family. Matt & Ashley have really reciprocated that family feeling, and have given back more than we could ever have expected, which is why Roland is so pleased to recognize them as Dickey’s Barbecue brand champions.”
About Roland Dickey Jr.: Roland Dickey Jr. is the CEO of Dickey’s Barbeque chain of fast-casual restaurants, and has led the franchise to over 500 stores and multiple awards, as well as being named one of the top 20 most influential restauranteurs. He regularly travels the country speaking at events and conferences on how franchises can reach the next level.
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