In the world of restaurant franchising, few names carry the same warmth and legacy as Dickey’s Barbecue Pit. Founded in 1941 by Travis Dickey in Dallas, Texas, the brand has remained family-owned for over eight decades, growing from a single smokehouse into
the world’s largest barbecue franchise. Today, that legacy is upheld and expanded by Roland Dickey Jr., a third-generation leader who blends tradition with modern franchising strategy.
This article explores how Roland Dickey Jr. is continuing his family’s mission—not just by serving great barbecue but by building authentic relationships, maintaining family values in business, and ensuring the company’s franchisees are treated like family, not just partners.
From Father to Son: A Seamless Transition of Leadership
In the early 2000s, Dickey’s Barbecue Pit was poised for a new chapter. Roland Dickey Sr., who had stewarded the company through regional growth, began working closely with his son, Roland Dickey Jr., to transfer leadership in a way that honored the brand’s history while preparing for expansion.
By 2006, Roland Jr. took over as CEO. He didn’t just inherit a title—he inherited a culture of hospitality, a commitment to quality, and a promise to the families who owned and operated Dickey’s franchises across the country.
That transition marked a new era. Under Roland Jr.’s leadership, the company expanded nationally and globally, yet never lost its family-owned identity. In interviews with Family Business Magazine and other outlets, Roland Jr. has emphasized that being a family business isn’t just about ownership—it’s about values, relationships, and long term thinking.
Franchisees as Family: A Hands-On Ownership Model
Unlike many restaurant chains that court massive franchise conglomerates or private equity-backed operators, Dickey’s takes a more personal approach. Roland Dickey Jr. has made it clear: the ideal Dickey’s franchisee is a hands-on, community-engaged operator who believes in the product and the brand.
Every new owner is required to attend “Barbecue University,” an intensive training program that teaches not only the technical aspects of slow-smoking meats but also the interpersonal skills of running a successful restaurant. Franchisees learn how to lead a team, engage with customers, and uphold the Dickey’s values.
This approach has created a network of passionate small business owners who reflect the brand’s roots. They aren’t anonymous managers—they’re faces of the community, often serving alongside family members in their stores. According to the official Dickey’s website, nearly 98% of their franchisees are owner/operators.
Family Values at the Core of the Business
At Dickey’s, family values aren’t a marketing slogan—they’re a blueprint. From hiring practices to daily operations, Roland Dickey Jr. has preserved the ethics his grandfather and father instilled:
• Honesty and Integrity: Franchisees are expected to operate transparently and uphold the highest food quality standards.
• Hard Work: Whether it’s smoking meats for 14 hours or supporting franchisees through crises, effort is the non-negotiable currency.
• Hospitality: Every customer should feel like they’re being welcomed into someone’s home, not just ordering a meal.
These values are mirrored in corporate practices as well. The company hosts regular town halls, maintains open communication with franchisees, and prioritizes feedback from the front lines. Roland is known to visit locations across the country and speak directly with owners, reinforcing the family-first culture.
Maintaining Tradition While Growing the Brand
Despite now operating in hundreds of locations and several countries, Dickey’s still slow-smokes its meats using hickory wood, just as it did in 1941. Recipes for brisket, ribs, and classic sides remain true to their origins.
This commitment to authenticity is central to Roland Dickey Jr.’s leadership. While embracing innovations like digital ordering and ghost kitchens, he has never compromised on food quality or the story behind it.
In many ways, Dickey’s stands as a rare example of a brand that has scaled without sacrificing soul. By empowering franchisees to be brand stewards and upholding family traditions in every store, Roland has shown that growth and authenticity are not mutually exclusive.
Looking to the Future
As Dickey’s continues to expand, Roland Dickey Jr. remains focused on building not just a restaurant empire, but a network of family-owned success stories. He sees each new franchise as another branch of the Dickey’s family tree—rooted in the same values that started it all.
For aspiring entrepreneurs, Dickey’s offers more than a business opportunity. It offers a chance to join a legacy, serve something real, and be part of a family that’s eight decades strong and still growing.
Conclusion
Roland Dickey Jr.’s leadership is proof that family-owned businesses can thrive in a franchise-driven world without losing their heart. Through a blend of tradition, transparency, and trust, he’s built a business that honors his grandfather’s smoky vision while empowering new generations to carry the flame.
In every bite of brisket, in every store that bears the Dickey’s name, there’s a little bit of family, a lot of fire, and a future that’s just getting started.