In this episode of Barbecue Catering Smarts, Michael Attias sits down with Dale Lockwood, Owner and Pit Master of Hickory BBQ & Grill.
Dale shares his journey from starting a barbecue catering business during the 2008 downturn to scaling into high-volume operations—including serving up to 1,000 meals per day for a state contract. Along the way, he’s built a business rooted in consistency, relationships, and smart systems—all without chasing low-margin work.
Dale breaks down what it really takes to grow a sustainable BBQ catering operation, from leveraging local business networks and referrals, to building a strong sales pipeline through email and CRM systems, to maintaining pricing discipline in a competitive market.
They also dive into the operational side—how documenting recipes, standardizing processes, and training teams properly creates consistency at scale—and why speed of response and professionalism often win the sale before the food is even served.
This episode is packed with practical insights on building relationships, structuring your catering business for profit, and turning one-time customers into long-term revenue streams. Whether you’re just getting started or looking to scale, Dale’s experience offers a clear roadmap for growth.
Barbecue Catering Smarts is sponsored by CaterZen Catering Software.
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✅ Catering Can Be Built from the Ground Up: Dale started with catering first—proving you don’t need a restaurant to build a successful BBQ business.
✅ Relationships Drive Early Growth: Chambers of commerce and local business groups were key to generating consistent early catering opportunities.
✅ Speed Wins the Sale: Fast responses and immediate quoting reduce shopping and position you as the professional choice.
✅ Marketing Is Everything That Touches the Customer: From your website to your trucks to how you answer the phone—every detail shapes perception and trust.
✅ Email Marketing Still Works: Simple monthly outreach can generate high-value bookings and referrals with zero cost.
✅ Don’t Compete on Price: High-volume, low-margin work creates operational strain—finding your “sweet spot” is key to long-term sustainability.
✅ Lifetime Customer Value Matters: One catering client can generate years of repeat business across weddings, corporate events, and referrals.
✅ Systems Create Consistency: Documented recipes, visual guides, and repeatable processes are essential for scaling without sacrificing quality.
✅ Training Must Be Structured: Clear expectations and accountability systems help teams execute consistently—even under pressure.
✅ Sales Is the Most Critical Skill: Operators who understand sales—relationship-building, education, and trust—consistently outperform those who don’t.
🔹 “My goal is to never be the low-cost provider.”
🔹 “If they contacted you, they’re contacting three or four other people.”
🔹 “Anything that touches the customer is marketing.”
🔹 “It starts with your website—and how fast you respond.”
🔹 “If you don’t show your face, that won’t help.”
🔹 “You have to find your sweet spot.”
🔹 “Stay in front of people’s faces all the time.”
🔹 “Train them, watch them do it, and expect them to follow through.”
🔹 “You have to put everything in writing if you want to grow.”
