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DALLAS -- Dickey's Barbecue Restaurants, Inc. announced Christie Finley as its chief brand officer, a role the company has just established.
"At a time when our company is experiencing tremendous development, Christie will be spearheading our marketing efforts to drive all aspects of the Dickey's Barbecue brand forward," said Roland Dickey, Jr., grandson of founder Travis Dickey, Sr. and CEO of Dickey's Barbecue Restaurants Inc..
Dickey's is selling franchises like it is a plate of beef brisket to a hungry team of just paid coal miners. The fast casual barbecue chain has a cumulative annual growth rate in total outlets of 30 percent (see table). Although the system of 362 franchises has seen robust growth in its number of outlets, it has on the flip side seen a drop in same restaurant sales. The research arm of Nation's Restaurant News is somewhat uncomfortable nailing down the exact number of how much because privately held Dickey's isn't exactly forthcoming in sharing store performance numbers. But the drop in same restaurant sales is significant.
According to researcher Technomic, Dickey's average unit volume, which is the sales in each restaurant, has dropped by 1 percent over 2009 - 2013. Compare that performance to casual dining competitor Sonny's, which has risen by 4 percent. The research firm estimates Dickey's average unit volume in 2013 as slightly over a million dollars (see table).
Despite sagging store performance, Dickey's plans to add 100 new restaurants by 2015.
Prior to joining Dickey's Barbecue Restaurants Inc., Finley led the strategic development and implementation of advertising and marketing campaigns across a diverse range of consumer and business-to-business brands, in both corporate and agency roles. Finley earned her bachelor's degree in marketing from Texas Christian University and holds an MBA from Southern Methodist University's Cox School of Business.