Advertisement
06/07/2021

Dickey’s Barbecue Adds Virtual Brand

Texas-style barbecue restaurant debuts Big Deal Burger concept featuring burgers and sandwiches as additional revenue stream for franchisees.
Anna Wolfe
Senior Editor - Restaurants
Anna Wolfe  profile picture
a cut in half sandwich sitting on top of a table

Dickey’s Barbecue Pit is taking over as the next big deal in the virtual concept space with the launch of its newest delivery-only brand.

To create a new revenue stream for its franchisees, the barbecue concept recently added Big Deal Burger to its growing virtual brand portfolio.

Virtual Brands Heat Up

Dickey’s is also among the restaurants looking to boost incremental revenue by adding virtual brands. Muscle Maker Grill, Fazoli'sBrinker InternationalNathan's Famous and Chuck E. Cheese and Dog Haus have launched virtual wing brands in recent months, and comes as Americans are eating more comfort foodOne of the most advantageous is Concept Entertainment Group's online food hall concept, which received HT’s Industry Hero Award.

Dickey's 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.

“As the world’s largest barbecue franchise, Dickey’s is actively creating innovative opportunities for our Owner/Operators to yield additional revenue,” said Laura Rea Dickey, CEO of Dickey’s Barbecue Restaurants, a 2019 Top Women in Restaurant Technology award winner. “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.”

The new virtual concept’s menu is kind of a big deal. Guests 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. Pair your delicious creation with one of Big Deal Burger’s savory sides: seasoned, brisket cheese, Cajun or buffalo ranch fries; cole slaw; or mac and cheese.

Big Deal Burger joins Wing Boss as Dickey’s second virtual brand. The Texas-style barbecue restaurant launched Wing Boss in December 2020 to support operators during the pandemic, providing them with another opportunity expand their earning potential. Since its launch, Wing Boss has added an average of 2-4% incremental revenue.

These tasty menu items are available for delive