I’m thrilled to sit down with Katarina Railko, our esteemed hospitality expert, who brings a wealth of knowledge from her extensive background in travel, tourism, entertainment, and events. With a keen eye for industry trends and a passion for connecting people through memorable experiences, Katarina is the perfect person to dive into the recent expansion of a legendary barbecue brand. Today, we’re exploring their latest openings, innovative approaches to growth, and unwavering commitment to community and authenticity. From new dine-in locations to cutting-edge ghost kitchens, we’ll uncover how this iconic name continues to bring Texas-style barbecue to tables across the nation.
Can you walk us through what makes the recent openings in places like Kapolei, Hawaii; La Junta, Colorado; and Enterprise, Alabama so significant for a barbecue brand with deep Texas roots?
I’m thrilled to talk about this expansion. These locations are special because they showcase the brand’s ability to bring authentic Texas-style barbecue to incredibly diverse communities. Kapolei, for instance, introduces the brand to the Hawaiian market, blending island vibes with smoky flavors—think of enjoying brisket with a tropical backdrop. La Junta and Enterprise, on the other hand, are smaller, tight-knit towns where barbecue can become a real community staple. These openings aren’t just about planting a flag; they’re about adapting to local cultures while staying true to that hickory-smoked tradition. It’s a bold move that shows how barbecue can resonate anywhere.
How does a brand decide on such varied locations for expansion, and what goes into choosing these specific communities?
Selecting new locations is a mix of strategy and heart. You look at demographics, market demand, and growth potential—basically, where are people craving something new and authentic? But it’s also about finding communities where the brand’s values of hospitality and connection can shine. For a place like Hawaii, it might be about tapping into a tourist-heavy area with locals who appreciate bold flavors. In smaller towns like La Junta or Enterprise, it’s about filling a gap for quality dining and becoming a gathering spot. It’s a careful balance of data-driven decisions and a gut feeling for where the brand can make a lasting impact.
Let’s talk about the introduction of ghost kitchens in this latest wave of growth. How do these differ from traditional restaurants in reaching customers?
Ghost kitchens are a game-changer for the restaurant industry, and for a barbecue brand, they’re a brilliant way to expand reach without the overhead of a full brick-and-mortar setup. Unlike traditional dine-in spots, ghost kitchens focus solely on delivery and takeout, operating out of shared or dedicated spaces often in urban or high-demand areas. They allow the brand to serve customers in markets where a full restaurant might not yet be feasible, meeting the growing demand for convenience. It’s all about getting that slow-smoked brisket to someone’s doorstep, no matter where they are.
Can you dive deeper into how these ghost kitchens operate and the kinds of markets they’re targeting?
Absolutely. Ghost kitchens are essentially streamlined operations—think of them as culinary hubs designed for efficiency. They’re equipped to handle high-volume orders with a focus on delivery platforms, so you’ve got teams preparing food in a centralized kitchen that might serve multiple neighborhoods or even cities. For this barbecue brand, they’re likely targeting densely populated areas or regions with a strong delivery culture, where customers want quality food fast. It’s a way to test new markets with lower risk, ensuring the flavors get out there while gathering data on demand before committing to a full location.
With over 80 years of history, how does a barbecue brand maintain its authenticity while expanding into so many different regions?
Staying authentic after eight decades is no small feat, especially with growth on this scale. It starts with a non-negotiable commitment to the craft—slow-smoking meats over hickory wood, just as they did back in 1941. That core process doesn’t change, no matter where the restaurant is. But it’s also about training and culture. Every franchisee and team member is steeped in the brand’s history and methods, ensuring consistency. At the same time, they listen to local palates—maybe tweaking a side dish or portion size to fit regional tastes—without ever compromising on that Texas soul.
Community seems to be a huge focus for this brand. Can you share how they build meaningful connections in the neighborhoods they enter?
Community is at the heart of their ethos, and it’s something I admire deeply in hospitality. When they open in a new area, it’s not just about serving food; it’s about becoming a neighbor. They often partner with local charities, support first responders, and sponsor events like school fundraisers or town festivals. Franchisees are encouraged to get involved personally—whether it’s hosting a barbecue for a local cause or just being a familiar face at community gatherings. It’s about creating a space where people feel at home, and that genuine care builds loyalty that lasts.
The brand emphasizes both growth and community as pillars of their strategy. How do these two elements work together in their expansion efforts?
Growth and community are two sides of the same coin for a brand like this. Growth means strategically picking locations with strong potential—analyzing market trends, competition, and customer demand to ensure profitability. But they don’t just stop at opening doors; they weave themselves into the fabric of the area. That might mean hiring locally, sourcing some ingredients from nearby suppliers, or turning their restaurants into hubs for community events. When done right, growth fuels community impact, and strong community ties drive long-term success. It’s a symbiotic relationship that keeps the brand grounded while it scales.
With a mix of traditional restaurants and innovative models like ghost kitchens, how does the brand ensure a consistent customer experience across these formats?
Consistency is everything in hospitality, especially for a brand with such a storied reputation. Whether it’s a dine-in spot or a ghost kitchen, the focus is on quality control—standardized recipes, rigorous training, and strict sourcing for ingredients like their hickory wood. For ghost kitchens, they also prioritize packaging that preserves the food’s integrity during delivery, so the ribs are just as tender when they arrive. Technology plays a role too, with systems to track customer feedback across all formats, ensuring they can address any hiccups quickly. It’s about making sure every bite, no matter how it’s ordered, feels like a true barbecue experience.
Looking ahead, what is your forecast for the future of barbecue brands using hybrid models like ghost kitchens alongside traditional locations?
I’m really optimistic about the future of barbecue brands embracing hybrid models. Ghost kitchens are proving to be a fantastic way to scale quickly and reach untapped markets, especially as delivery continues to boom. They lower the barrier to entry in new areas, letting brands test the waters with minimal risk. Meanwhile, traditional locations remain vital for building that emotional connection—there’s nothing like the smell of smoke in the air when you walk into a barbecue joint. I think we’ll see more brands blending these approaches, using data to refine their strategies while keeping community at the core. It’s an exciting time, and I expect barbecue to keep sizzling in innovative ways across the country.
