Family-Owned BBQ Brand Defends Franchisees Legacy, Calls for Fair Media Coverage
What happens when there is more to the story than what’s initially reported? Who should be held accountable when a reporter presents opinions as facts? How do readers trust news outlets that present a narrow perspective instead of the whole story of Barbecue NYT coverage?
In a world of click-bait headlines, readers need news outlets to guard against bias more than ever. A recent story in the New York Times covering Dickey’s Barbecue Pit, has been challenged by the brand as deeply misleading and misrepresentative. What brings this he said/she said dispute to the top of the news cycle? Other news outlets have jumped into fray and reported a very different picture than what appears in the NYT article.
Here are the facts. Dickey’s Barbecue Pit, the world’s largest barbecue franchise, is firing back at what it calls “misleading and biased” reporting by the New York Times, standing in defense of the franchisees who have built and sustained the Texas-based brand’s success for over eight decades. The company, which operates more than 375 Dickey’s Barbecue Restaurants and over 800 total locations across eight affiliated restaurant concepts, says the recent NYT coverage or Barbecue NYT coverage misrepresented its franchise system and ignored the majority of voices who had positive and factual experiences to share.
At the center of the controversy: a recently circulated New York Times article that painted an allegedly incomplete and negative picture of the Dickey’s franchise system. According to Dickey’s leadership, the article was selectively sourced, ignoring provided documentation and over 100 interviews that conflicted with the reporter’s narrative.
“We provided more than 90 franchisees to the New York Times for interview consideration,” said Laura Rea Dickey, CEO of Dickey’s Barbecue Restaurants, Inc. “They only contacted three folks, and ultimately quoted just one in three sentences. In contrast, the article featured six extended testimonials of former franchisees, complete
with pictures, but absolutely no context or fact checking. That’s not reporting, that’s misrepresentation. Our franchisees, as well as our brand, deserve better.”
Decades of Barbecue Legacy Ignored
Founded in 1941, Dickey’s Barbecue Pit has been a staple of Texas-style barbecue for more than 80 years. As a third-generation, family-owned business, Dickey’s has grown into a national and international barbecue brand with roots deeply embedded in the communities it serves. But despite this long-standing history, recent media coverage has attempted to reduce the brand’s reputation to a handful of complaints – many of which, according to Dickey’s leadership, lack appropriate context or verification.
“We’ve been proudly family-owned and operated for over eight decades,” said Roland Dickey, Jr., CEO of Dickey’s Capital Group. “Our legacy was built by hardworking owner-operators across the country. These franchisees invest not only their money but their passion, time, and talent to grow their businesses. And that’s a story that deserves to be told accurately.”
Franchisee Scott Carlton echoed that sentiment, saying, “Dickey’s was my first experience with a franchise, and it’s been incredibly rewarding. The structure and support the brand provides make it much easier to focus on delivering great food and service of Barbecue NYT coverage.”
Related insight: This article dives even deeper into the topic.
What the New York Times Got Wrong
The NYT article in question cited a small sample of former franchisees and heavily emphasized grievances without providing sufficient balance or context. Despite Dickey’s offering access to over 90 franchisees – representing a diverse cross-section of geography, tenure, and success – the outlet only contacted three. Is that reporting or is that a hit job and why?
“Being in the restaurant business is not easy. It takes grit, community connection, and consistent effort,” she added. “But what we’ve seen time and again is that the franchisees who are engaged, who follow the model, and who invest in their business and people, succeed,” said Laura Rea Dickey
Facts Over Fiction: Other Outlets Get It Right
Not all media coverage has taken the same approach. Dickey’s is quick to highlight a recent article by reporter Glenda Vosburgh, titled Sizzling Dispute: Dickey’s Fires Back at Franchisee Misrepresentation and New York Times Coverage, which offers a fact-checked, multi-sourced perspective that includes franchisee interviews, financial data, and a more comprehensive view of the franchise system.
“Vosburgh’s reporting focused on transparency, accuracy, and depth,” said Laura Rea Dickey. “She took the time to understand what it takes to run a franchise restaurant and spoke to real operators about both their wins and their challenges of Barbecue NYT coverage.”
Vosburgh’s article also called out the disparity in media approaches, drawing attention to the dozens of franchisees who weren’t given a voice in the New York Times story and the many more who expressed satisfaction and success in their partnership with Dickey’s.
In addition to Vosburgh’s piece, other outlets like The Dallas Morning News have published articles that Dickey’s leadership describes as “balanced and responsibly reported,” citing data, consulting with franchise industry experts, and including multiple viewpoints.
Franchising Is a Two-Way Street
Dickey’s leadership acknowledges that franchising, like any business model, isn’t without challenges. But they also stress that the brand is transparent from the very beginning about what it takes to succeed.
“There are three pillars to restaurant and franchise success,” said Laura Rea Dickey. “You have to be engaged. You have to follow the model and know your numbers. And you must reinvest in your business, your people, and your community.”
She added, “We don’t promise success. We promise a proven system, ongoing support, and the tools to help owners build their business.”
Dickey’s says their franchise system includes a robust onboarding process, continuous marketing support, a dedicated franchise support team, and proprietary technology platforms that give operators real-time data on their performance.
A Community Built on Barbecue and Trust
The franchisees who operate Dickey’s locations across the U.S. and overseas are not just business owners. They’re community leaders, job creators, and passionate pitmasters. From local charity events to feeding first responders, Dickey’s franchisees are actively engaged in the communities they serve.
“This should be reported. These are the facts. Don’t disparage hardworking restaurantures, by omitting facts,” says Laura Rea Dickey
“Our owners are the heartbeat of this brand,” said Roland Dickey, Jr. “They’re not faceless operators. They’re people with stories, families, and dreams. And their voices matter.”
It’s this emphasis on family, legacy, and community that Dickey’s says the NYT story failed to capture. By focusing on the exception rather than the rule, the article painted a misleading picture that Dickey’s is determined to correct.
“Most folks read something that doesn’t add up and instinctively question it,” Laura Rea Dickey said. “But that doesn’t mean it’s okay to defame our brand or devalue the businesses our franchisees have built. Ask tough questions. Report facts. Tell the full story. Good reporting holds business accountable, biased reporting hurts everyone.”
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The Bottom Line: Legacy, Not Clickbait
In a media landscape where sensationalism often outpaces substance, Dickey’s Barbecue is standing its ground – not just for the brand, but for the hundreds of franchisees who show up every day to serve their communities and grow their businesses.
While media scrutiny is a natural part of running a national brand, Dickey’s is calling for fair and factual reporting that reflects the full scope of its operations, successes, and challenges.
“Our story is not perfect, but it’s real, honest and respectable,” said Laura Rea Dickey. “And it’s far more than a headline. We’re proud of our journey, our people, and our future. We’re proud to serve authentic Texas barbecue, and we’re protective of our business partners and loyal guests.”
When the narrative is decided before the interviews begin, that’s not journalism. That’s agenda-driven storytelling. Is that what happened here? Read more to decide for yourself.
To read Glenda Vosburgh’s full article, Sizzling Dispute: Dickey’s Fires Back at Franchisee Misrepresentation and New York Times Coverage, click here.
