News

Atlanta-based barbecue joint names CEO, partners with NBA player

Submitted

November 7, 2019

It's been a busy year for This Is It! Southern Kitchen and BBQ, an Atlanta-based Southern home-style restaurant brand. It's named Tamala Fowler as CEO, launched a franchising program, signed professional NBA player Paul Millsap as its first area developer and partnered with a Food Network celebrity chef, according to a company press release.

Fowler was previously the president of GiGi's Cupcakes, where she oversaw aggressive store growth, and served as the SVP of supply chain and international development for Dickey's Barbeque Pit, in which she spearheaded the brand's entrance into retail locations such as Walmart and Kroger.

"The Anthony family created such a beloved, strong brand with a loyal customer base throughout Atlanta thanks to their fresh, great tasting Southern food and genuine hospitality," Fowler said in the release. "We look forward to continuing that tradition of family, hospitality, and high-quality Southern dishes with our franchise partners as we grow this brand in communities throughout the Southeast."

Basketball and barbecue

During his time in Atlanta playing for the Atlanta Hawks, Millsap became a frequent visitor to This Is It! restaurants and was drawn to the brand's emphasis on family and its mix of homemade BBQ, seafood and soul food. As the brand's first area developer for Greater Atlanta, he plans to open at least three locations in the area, with the first of these restaurants to open by mid-2020.

"While I was living in Atlanta, I fell in love with This Is It! restaurants for their delicious food and strong focus on family and Southern hospitality," Millsap said in the release. "As a longtime fan of the brand, I jumped at the opportunity to expand this concept throughout Georgia and am excited for This Is It! to become a large part of my future in the restaurant industry."

Another celebrity

To assist with the brand's revamp and launch into franchising, This Is It! has partnered with Food Network celebrity chef and BBQ connoisseur Pat Neely. A restaurateur for over 25 years, Neely owned and operated the Neely's BBQ chain in Tennessee, with five locations across Memphis and Nashville, and Neely's Barbecue Parlor in New York City. Neely also starred in his own show on the Food Network called "Down Home with the Neelys" for 13 successful seasons. In this partnership, Neely will use his expertise in regional BBQ trends and dining habits to help efficiently scale the brand, promote it nationally and replicate the success of the original restaurants in Atlanta, while training franchisees on store operations and recipe execution, according to the release.

The chain is seeking single and multi-unit franchisees with a passion for the restaurant business to open locations in available territories throughout the Southeast. Qualified candidates should have a net worth of at least $1 million and liquid capital of $500,000. The total initial investment for This Is It! Southern Kitchen and BBQ ranges from $664,800 to $902,250 for a dine-in restaurant to $450,650 to $605,400 for a to-go location, according to the release.