The Dickey’s team has recently introduced a brand line that describes the heart and soul of Dickey’s Barbecue Pit. Under the leadership of my wife, Laura Rea Dickey, we announced what I believe to be the perfect description of our brand: Legit. Texas. Barbecue.
Legit. Texas. Barbecue. encompasses who we are as a brand and what sets us apart from the competition. I believe our authenticity is rooted deep in my family history and defined by our artisan approach to barbecue: pit-smoking our meats low and slow, overnight, every night. A technique that results in Texas style barbecue served daily to barbecue lovers in Dickey’s Barbecue Pit franchises across the nation.
As I reflect on this brand line, I believe my grandfather and Dickey’s original founder, Travis Dickey, would nod his head in approval. Our Legit process for smoking our meats has developed barbecue enthusiasts of all ages, and now, across the world. On October 12, Dickey’s Barbecue Pit opened our first international location in Abu Dhabi, United Arab Emirates. The store opening was an amazing success.
I am incredibly proud of the team at Dickey’s, particularly my wife, Laura Rea Dickey, for her dedication to Dickey’s Barbecue Restaurants, Inc. as CEO, our international expansion and her hard work behind the scenes. I’m especially pleased with the seamlessness of the opening events for our Abu Dhabi store. We have an excellent international partner in Serenity Hospitality, who is committed to bringing the Middle East Legit. Texas. Barbecue. I feel fortunate to collaborate with a great partner, look forward to their future developments and appreciate our shared love of our Texas style barbecue.
In a few months, I’ll be traveling to Dubai, where our second international location will open. To be honest, I am humbled that Dickey’s Barbecue has transcended 77 years and into an entirely new continent. It’s an honor to lead my family business and ensure the legacy of our Legit. Texas. Barbecue. carries on for many years to come.