In the dynamic world of restaurant franchising, where trends shift and competition is fierce, few names stand out with enduring impact. Roland Dickey Jr., CEO of Dickey’s Barbecue Pit, is one of those names. Not only has he taken a family-owned regional BBQ chain and transformed it into a global brand, but he’s also redefining what leadership means in the franchise space.
With over 550 locations across the U.S. and several international markets, Dickey’s Barbecue Pit is now the largest barbecue franchise in the world. But the story of how Roland Dickey Jr. led this transformation is about more than numbers—it’s about culture, vision, adaptability, and the ability to inspire entrepreneurs around a shared mission.
This article explores the leadership style and franchise philosophy of Roland Dickey Jr., offering insights that aspiring business owners, franchise operators, and corporate leaders can apply in their own ventures.
A Foundation of Family Values and Entrepreneurial Spirit
Roland Dickey Jr. grew up immersed in the family business. The original Dickey’s Barbecue Pit was opened in 1941 by his grandfather, Travis Dickey. From a young age, Roland witnessed firsthand the hard work, hospitality, and dedication that built the brand.
When he took over as CEO in 2006, Roland brought with him not only respect for his family’s legacy but also a drive to scale the business responsibly. Rather than chasing rapid expansion for its own sake, he focused on sustainable growth driven by franchising with strong, committed partners.
Franchisee-Centric Leadership: Empowerment Over Control
At the heart of Roland’s leadership philosophy is the belief that franchisees are more than operators—they’re local entrepreneurs and brand ambassadors. He developed a model that empowers these partners by providing them with training, resources, and the autonomy to connect with their communities.
Each franchisee goes through a rigorous training process at Dickey’s Barbecue University, where they learn not just how to smoke meat but how to lead a team, run a business, and grow a loyal customer base. The emphasis is always on hands-on leadership and a “people-first” mindset.
Transparency and Accountability
One of the standout aspects of Roland’s leadership is his commitment to transparency. With the development of proprietary tools like the Smokestack system, franchisees have access to real-time data about sales, inventory, customer feedback, and staffing metrics. This fosters accountability on both ends—franchisees can clearly see what’s working and what isn’t, and corporate leadership can offer support where it’s needed most.
Roland has often said, “Franchisees are not in this alone—we’re building this together.” This level of transparency and collaboration is rare in large-scale franchise systems and is a key driver of Dickey’s growth and franchisee satisfaction.
Resilience and Innovation in Crisis Management
Great leadership is often defined not by success in easy times but by performance during crisis. Roland Dickey Jr.’s leadership during the COVID-19 pandemic proved his adaptability and grit. As dining rooms closed and restaurant foot traffic plummeted, Roland acted quickly:
- Implemented a robust online ordering system and improved mobile app functionality
- Expanded partnerships with third-party delivery services
- Introduced family packs and contactless catering
- Launched marketing campaigns to support healthcare workers and local communities
These swift moves helped many franchisees remain profitable and even grow during the pandemic, with digital revenue spiking and Dickey’s remaining a stable presence in the communities it serves.
Vision for Scalable Global Growth
Roland’s leadership vision extends well beyond the U.S. Dickey’s Barbecue Pit is now present in countries like Singapore, Japan, and the UAE. Instead of taking a one-size fits-all approach, Roland works with international partners to tailor the franchise model while preserving the core elements of Texas-style barbecue.
This strategic global expansion balances brand integrity with local customization—a model that aspiring global franchise leaders should study. Roland’s ability to scale without sacrificing authenticity is one of the key reasons Dickey’s continues to perform strongly across diverse markets.
Investing in People and Culture
Another pillar of Roland’s leadership is his dedication to building a strong internal culture. From franchisees to pit crew members in individual stores, everyone is encouraged to embody the brand’s values of honesty, hard work, hospitality, and community engagement.
Regular recognition programs, incentive systems, and team-building initiatives foster loyalty and performance. Roland frequently visits stores, speaks directly with franchisees, and remains approachable—a trait not always seen in CEOs of national chains.
Sustainable Growth with Smart Format Options
Under Roland’s guidance, Dickey’s has introduced a variety of store formats— traditional restaurants, ghost kitchens, and express locations. This flexible approach enables entrepreneurs to enter the franchise system with different levels of investment and risk tolerance, opening the door to a broader range of owners.
These smart growth strategies, along with vertical supply chain integration and tech infrastructure, make Dickey’s one of the most scalable and profitable franchises in the fast-casual category.
Key Leadership Lessons from Roland Dickey Jr.
- Lead by Serving: Empowering others to succeed creates stronger, more loyal teams.
- Honor Tradition, Drive Innovation: Respecting your roots doesn’t mean avoiding progress.
- Be Present and Transparent: Leadership is earned daily through honesty and visibility.
- Adapt with Purpose: Change should always be guided by values and long-term vision.
- Think Global, Act Local: Sustainable expansion balances consistency with cultural awareness.
Conclusion: A Leader with Legacy and Vision
Roland Dickey Jr. has emerged as one of the most impactful leaders in the restaurant franchising space. His blend of tradition, innovation, transparency, and genuine connection to people makes him a role model for both established executives and rising entrepreneurs.
At a time when many brands are struggling to find a balance between growth and authenticity, Dickey’s Barbecue Pit under Roland’s leadership offers a rare example of how to do both—and do them well.
Whether you’re looking to franchise, lead a team, or grow your own business, the Roland Dickey Jr. model of leadership offers a blueprint for sustainable, values-driven success.
