The decision to invest in a franchise is big—so it’s no surprise that myths and misconceptions circulate online. But at Dickey’s Barbecue Pit, many of these rumors stem from outdated information or misunderstandings. Let’s tackle the top myths head-on and show why, when you look deeper, Dickey’s offers transparent support, realistic earnings, and just the right structure for success.
Myth #1: “Corporate Support Fades After Signing the Deal”
Reality: From marketing to operations, Dickey’s support system is built to last. ✔️Debunked
Some prospective franchisees worry they’ll be dropped after paying the franchise fee. Not the case. Dickey’s offers:
• Site-selection teams to assess demographics, lease terms, and construction strategy
• Construction support and vendor coordination, including approved contractors and build timelines
• Barbecue University: a robust training program with classroom and in-store sessions
• Ongoing operational and marketing teams, including field marketing managers and operations managers
This isn’t a transactional relationship—it’s a partnership.
Myth #2: “Dickey’s Earnings Are Hyped and Unrealistic”
Reality: Earnings are rooted in real-world data and depend on following the system. ✔️Debunked
Franchisees rely on Item 19 financial performance disclosures built on actual store results—not theoretical projections. Proof of this lies in Dickey’s many multi-unit operators:
“Franchisees who stick to the playbook—leveraging catering, local marketing, and tight cost control—report dependable, scalable performance.”
The secret isn’t in flashy promises—it’s in execution. The disciplined operators who commit to training, support, and performance consistently deliver.
Myth #3: “Marketing Support Is Minimal—You’re On Your Own”
Reality: Dickey’s employs a multi-channel, strategic approach with real teeth. ✔️Debunked
Franchisees often raise the concern that national brands ignore local visibility. But Dickey’s offers layered marketing support:
1. National media campaigns: The “We Speak Barbecue” ad campaign leveraged TV, radio, and geo-fenced digital ads near stores
2. Major partnerships: For example, Dickey’s became the Official Sausage of the Dallas Cowboys, with franchisees’ ad buys dollar-matched nationally 3. Local marketing tools:
a. Vehicle wraps and catering van graphics as part of anniversary reinvestment plans
b. Mailers, merchandising kits, store signage, and digital templates via in house marketing
4. Digital-first strategy: Social media contests, online ads geo-locating users within 10 miles of stores, mobile-optimized websites
That’s true marketing muscle—across platforms, consistent, well-funded, and both brand-wide and locally relevant.
Myth #4: “Models Are Too Restrictive—No Flexibility Allowed”
Reality: Franchisees choose from flexible formats that align with diverse needs. ✔️Debunked
Dickey’s understands that one size doesn’t fit all. The franchise offers:
• Traditional brick-and-mortar locations
• Non-traditional venues: convenience stores, malls, theme parks • Virtual kitchens built for delivery/carry-out with low startup costs
Franchisees can tailor their investment to match their market, capital, and strategy— without compromising brand integrity.
Myth #5: “Support Systems Were Lacking During Difficult Times”
Reality: Dickey’s has proven its commitment—even during economic downturns. ✔️Debunked
During the COVID-19 pandemic, many franchises stopped helping—but Dickey’s took action:
• Royalties cut by 50% during closures
• New revenue streams launched, including home grocery bundles and virtual brands such as Wing Boss and Big Deal Burger
• Digital-first transformation: e-commerce platform upgraded, intranet enhanced, and online sales surged 104%
• Support teams available daily, with field and ops managers responding actively
This proactive response shows that when challenges arise, Dickey’s stands by its operators.
Myth #6: “The Brand Is Stagnant—Too Rooted in Tradition”
Reality: While proud of its Texas roots, Dickey’s continually innovates. ✔️Debunked
Rather than resisting change, Dickey’s blends tradition with innovation:
• Expanded menu items: crispy fried chicken, country fried steak, loaded potatoes introduced during the 83rd anniversary push
• Digital transformation: active e-commerce enhancements, pet virtual brands, app improvements—while “We Speak Barbecue” ads reaffirm heritage • International growth: new restaurants in Canada, UAE, Japan, and plans for more global partners
Dickey’s evolves without losing its identity—combining new ideas with the same slow smoked tradition.
Myth #7: “Support Departments Are Nonexistent or Unstructured”
Reality: Communication and support have been central to franchise policy since the brand’s early expansion.
✔️Debunked
As far back as 2011, Dickey’s opened a dedicated Communications Department to support franchisee needs—demonstrating early awareness of the importance of two way support. Today, that presence is stronger, with newly established:
• Field Marketing and Operations personnel
• Franchisee advisory boards
• Franchisor summits, including an international summit held in Dallas in 2023 Dickey’s doesn’t just talk about support—it delivers it cohesively, at scale.
The Real Deal: Transparency Through Action
These are more than just spin—they’re backed by measurable actions and results. Dickey’s has invested in operations, marketing, training, and support long before myths had a chance to form.
Rather than hiding behind fine print or ignoring franchisee complaints, Dickey’s takes action:
• Matching ad spend
• Expanding media and menu
• Reducing royalties in crisis
• Developing flexible models
• Creating robust internal support systems
The takeaway? If a brand is doing good during good times—and stepping up during challenges—it earns trust. Dickey’s has earned it—again and again.
Final Word: Myths Faded, Real Value Remains
If you’re researching restaurant franchises, it’s not hard to find online rumors. But instead of accepting whispers, dive deeper. At Dickey’s Barbecue Pit, the evidence tells a stronger story:
• Marketing muscle – from national campaigns to local van wraps and community mailers
• Real support – from site selection to startup to ongoing operations • Transparent earnings – driven by execution, not hype
• Model flexibility – suited to diverse markets and budgets
• Resilience – proven during economic adversity
The myths? They don’t hold up under scrutiny. The truth? Dickey’s Barbecue Pit is a narrative built on real people, real support, and real business integrity.
Considering opening a barbecue franchise? Make sure you’re choosing clarity over conjecture—and a system that shows it’s with you every step of the way.
Curious about Dickey’s support, reach, or operations?
Check out our franchise resources or connect with existing operators to see firsthand how these systems work in action.