Operations

Dickey's launches virtual burger brand

Provided

June 7, 2021

To create a new revenue stream for its franchisees, Dickey's Barbecue Pit has launched a delivery-only burger brand — Big Deal Burger.The 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, CEO Laura Rea Dickey said in a company press release.

Since introducing Big Deal Burger, Dickey's has tripled average weekly volume by store.

"After seeing success with our first virtual brand, Wing Boss, we started exploring other delivery-only concept ideas," she said. "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 virtual concept's menu allows guests to build their own burgers or sandwiches by choosing a protein — a single or double all-beef patty, Impossible Burger patty, pit-smoked marinated chicken, Polish sausage or spicy cheddar sausage — and adding toppings and a sauce to finish. Sides include 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. Wing Boss launched 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% to 4% incremental revenue, Dickey said.

Dallas-based Dickey's Barbecue operates over 500 locations.