Saturday, June 12, 2021

Dickey's Virtual Franchise Driver


Virtual restaurants are garnering attention from everyone including chain restaurants the ilk of Brinker with Just Wings, Lazy Dog with Jolene’s Wings, Bloomin’ Brands with Tender Shack, Nathan’s Famous with Arthur Teacher’s.  

Dickey’s Barbecue Pit is just might be taking over as the next big deal in the virtual concept space with the launch of its newest delivery-only brand and it’s not a wings concept. That’s a good thing according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

In a focused effort to create a new revenue stream for its franchisees, the world’s largest barbecue concept recently added Big Deal Burger to its growing virtual brand portfolio.  Dickies knows that differentiation does not mean different it means familiar but with a twist.  So, the virtual burger and sandwich concept first launched in Dallas and has since expanded to 45 locations across 12 states, including Arizona, California, Colorado, Florida, Louisiana, Michigan, Nevada, New York, North Carolina, Oklahoma, Texas and Wyoming with five more locations opening this month. Since introducing Big Deal Burger, Dickey’s has tripled average weekly volume by store.

Laura Rea Dickey, CEO of Dickey’s Barbecue Restaurants, stated,  “As the world’s largest barbecue franchise, Dickey’s is actively creating innovative opportunities for our Owner/Operators to yield additional revenue.” …“After seeing success with our first virtual brand, Wing Boss, we started exploring other delivery-only concept ideas. Big Deal Burger makes perfect sense for us. Our franchisees already have the right equipment to execute it, so it’s a convenient way to capitalize on the growing delivery trend. We can’t wait to see how guests respond as we continue to expand this concept across more markets.”

Chain restaurants that franchise need to drive top line sales and bottom-line profits for their franchisees and creating a new avenue of distribution via a virtual brand is a great way to do that according to Johnson.

Consumers can build their own all-star burger or sandwich by choosing a protein – a single or double all-beef patty, Impossible Burger patty, pit-smoked marinated chicken, Polish sausage or spicy cheddar sausage – then adding toppings and a mouthwatering sauce to finish, all served on a buttery, toasted brioche bun.  Once again interactive and participatory customer touchpoints are so very important as regular readers of this blog know.

A key Hallmark of the grocerant niche is mix and match meal component bundling at Big Deal Burger’s you can pair your delicious creation with one of savory sides: seasoned, brisket cheese, Cajun or buffalo ranch fries; coleslaw; or mac and cheese.

Foodservice Solutions® team is here to help you drive top line sales and bottom-line profits. Are you looking a customer ahead? Visit for more information or contact: Remember success does leave clues and we just may the clue you need to propel your continued success.

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