Industry News | June 6, 2011
Dickey's Raises Protein Prices
Dickey's Barbecue Pit, America's fastest-growing barbecue chain, announced plans to increase prices by ten percent due to rising commodity charges and food inflation with all protein menu items.
"Customer satisfaction is our first priority and to keep up with the quality of ingredients we serve, the prices became subject to the same inflation as the food. We tried to keep the price increase at bay for as long as possible, but ultimately we didn't want to sacrifice quality," says Roland Dickey, Jr., Dickey's Barbecue Restaurants, Inc. president. "While costs will remain reasonable at the restaurant, we hope to do what is best for both our customers and franchisees."
Dickey's will raise prices on the protein choices at the restaurant, but will remain focused on serving the slow pit-smoked signature meats at family affordable prices.
"While customers feel the pinch of the current economy, it was important for Dickey's to hold off the increase as long as possible while maintaining profits," says Carlos Reyes, CFO. "But the time is right for the update and we are confident the slight increase will not turn customers away, but, in turn, will make the franchisees more successful."
Even today, Dickey's still slow smokes their signature pork and brisket overnight in every restaurant, just like the original.
"We have one of the strongest business models out there, a corporate office full of dedicated team members supporting all of our franchisees, and we are all personally vested in the success of our owner/operators. When you buy a Dickey's you really are joining a family," Reyes says.
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