Where to begin? There are so many changes happening at Dickey's that it almost looks like a completely new brand, inside and out. This all may sound a little biased because I love BBQ, and I genuinely like Dickey's, but I'm always out looking for a place that does it well, and believe it or not, it's not that easy. So when they opened up a franchise 2 blocks away from our office, I was thrilled. I had never heard of Dickey's before then, maybe 2 years ago it was, but since, the restaurant has become somewhat ubiquitous in our region of Sacramento. They've opened one in every nearby city, and I think I know why: they make great BBQ.
When I was a kid, I did not like BBQ ribs. They were a high-maintenance, highly-involved and messy operation. My sister, on the other hand, loved them. I'd watch her from across the table, sauce all over her face and hands, I couldn't understand.
It wasn't until years later as I worked at a restaurant as a server at a Houston's restaurant that I made a major discovery, ribs don't have to be messy to be enjoyed. At Houston's, the ribs fall off the bone and you can eat them with a fork. Other than Franklin's in Austin TX, and Houston's (think Texas), I don't know of many great BBQ restaurants on the West Coast, especially in California, that are authentic and consistent. So, when I first learned about Dickey's, and everything they did, I was immediately enamored. Never would I have to go without delicious, authentic, Texas BBQ, ever again.
Now, it's getting even better, how? Well, for starters, they aren't adding menu items or increasing their square footage. In fact, they are downsizing, everything. And from where I stand, these new changes appear welcomed, reasonable and enticing.
“We are barbecue artisans and it was time to create a more modern take on the traditional Dickey’s experience – it was the natural evolution of the brand,” - Roland Dickey, Jr. CEO, Dickey's Restaurant
The most striking changes are the design updates and they are very trendy and cool. It looks as though the store concept was conceived and carried about by a reality television home / bar makeover show; very in-step with the popular cues from modern interior design, social media and the like. Lots of nifty typography, lighting, and rustic reclaimed wood makes the space feel cozy, clean, and relaxing.
From the announcement, we can gather that although all existing Dickey's locations won't be upgraded to the new look, "many existing Dickey’s Barbecue Pit locations will also be retrofitted with aspects of the new model." More features include a Bose surround speaker system showcasing a Texas singer/songwriters playlist, an open kitchen plan, and custom glass butcher case behind the register. The new layout will ensure guests can readily view the high-quality products and equipment being used to prepare their meals. The real hickory wood pit also sits in full view of guests, behind the block, and is one of the major differentiating features that separates Dickey's from their competitors.
The changes have come with a fair dose of tech fused in for the digitally savvy. There will be free Wi-Fi and tableside electrical outlets so you can fill up and recharge. Neat. In addition to all the cosmetic changes, the new "look" encompasses a new "lean and mean" operational structure, to maximize profitability. These changes come at a cost to the menu, as it has been streamlined, yet the changes make sense and could actually make the experience better. Asiago cheese creamed spinach anyone?
Clearly, the new design and menu features aim to "to attract a new audience who hasn’t yet experienced Dickey’s," ahem, Millenials, but who cares? The updates look great and I can't wait to see one in person. Personally, I hope this pans out for them, accessible, delicious, consistent BBQ is important to me, and I'll bet they'll make some new friends with the recent efforts to attract a new breed of BBQ fanatics.
Check out the video below to learn more about the updates from Ronald Dickey Jr., CEO of Dickey's:
