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Dickey's Barbecue Pit:

 

The Client

 
Dickey’s Barbecue Pit is a true American success story. It is a family-owned American restaurant chain based in Dallas, Texas. The first restaurant opened in 1941 and since then has become known for mouthwatering hickory-smoked barbeque and the iconic Big Yellow Cups. It started franchising in 1994 and today the franchise has over 530 locations in 43 states.
 

The Challenge

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Cockrell Enovation was approached by Dickey’s in 2010. At that point in time, the organization had roughly 70 franchise locations. Like many franchise organizations at that unit level, they were outgrowing their support structure and were looking for a more streamlined solution for managing in-store merchandising. They were using multiple suppliers for a wide variety of products (window clings, catering menus, in-store signage, and so on) which was costing them valuable time and money.
 
 
“Cockrell has been a really important and critical partner during major growth for our company”
- Joette Young, Dickey’s Barbecue Pit
 

The Strategy

 
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We provided Dickey’s with an online portal that allowed franchisees to get the customized marketing materials they needed printed and shipped directly to the franchisees within a short amount of time. Initially established primarily for print, the portal quickly grew to include all in-store and back-of-house items, becoming the central backbone for a franchise to locate and order Dickey’s branded merchandise, such as grand opening kits, umbrellas, posters and much more. We continue to provide Dickey’s with quality printing and great customer service.
 
Now with over 530 locations in 43 states, the demand outgrew the existing structure in place, and Cockrell Enovation invested in technology that would allow the Dickey’s franchise brand to continue to grow. Our on-demand portal went through a complete transformation, allowing greater flexibility in the hands of the franchisees.
 

The Results

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Cockrell Enovation has provided Dickey’s with an easy way to effectively manage their rapid expansion and ensure brand consistency. Our online marketing portal allows Corporate to completely control their marketing content, while also allowing franchisees to easily customize the pieces to their local markets. This allows for everyone to get what they need, when they need it, in the high quality is expected from the Dickey’s brand. Furthermore, the streamlined process guarantees that everyone has more time to focus on other key initiatives.
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Company: Dickey's Barbecue Pit

Location: Dallas, TX

Industry: Restaurant

Size: 530 locations in 43 states

Problem: Needed a streamlined solution for managing in-store merchandising. 

Solution: Easy & efficient online portal to get customized marketing materials made in a short amount of time.

Brand Discovery Journey

WHAT TO EXPECT FROM FRANCHISE BRAND MANAGEMENT

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