From Revitalizing Stores to Opening New Doors, Keenum Brings Legit. Texas. Barbecue. to More Communities
Toni Espinoza
Big Spring, TX Ribbon Cutting
From Corporate Professional to Business Owner
Toni Espinoza entered the Dickey's family in 2022, leaving behind a successful 22-year career as an asset manager to embrace her dream of business ownership. Without prior restaurant experience, Toni relied on the robust structure and guidance of Dickey's franchise system to make her vision a reality.
"The Dickey's brand reputation speaks for itself,” Toni shares. "The support system provided by the leadership team gave me the confidence and tools I needed to transition from corporate life to entrepreneurship successfully.”
Her leap into restaurant ownership was inspired not only by Dickey's proven systems but also by the people behind the brand.
"Toni's journey is a testament to the power of determination and the strength of our franchise network,” said Roland Dickey, Jr., CEO of Dickey's Capital Group. "Her resilience and focus on community reflect the heart of Dickey's. She's a shining example of how our franchisees bring the best of our brand to life.”
Revitalizing Fort Stockton
Toni's journey began in Fort Stockton, where she took over an underperforming location. Faced with challenges ranging from operational inefficiencies to low customer satisfaction, she quickly implemented a hands-on approach to rebuild trust and improve service.
"Customer service was my top priority,” Toni explains. "I personally managed the store for six months to ensure every guest felt valued and welcomed. It was a challenge, but with the Dickey's franchise team supporting me, we turned things around.”
Toni's commitment to quality, service, and community engagement led to a dramatic transformation. Within months, the Fort Stockton location achieved consistent profitability and became a trusted gathering place for the community.
"Toni exemplifies the entrepreneurial spirit we foster at Dickey's,” said Laura Rea Dickey, CEO of Dickey's Barbecue Restaurants, Inc. "Her leadership, attention to detail, and passion for her guests and team have set a new standard. We couldn't be prouder of her success.”
Expanding the Dream: Big Spring, Texas
Building on her accomplishments, Toni expanded her portfolio in 2024 by spearheading a second location in Big Spring, Texas. With the same dedication and hands-on leadership, she replicated her success and created another welcoming community hub.
"My sister and I are deeply involved in the day-to-day operations,” Toni says. "Our presence in the stores ensures that both guests and staff feel valued and supported. It's this personal connection that sets us apart.”
Toni's ability to translate her vision into action has made her locations in Fort Stockton and Big Spring local institutions where families, friends, and neighbors come together to enjoy great barbecue and warm hospitality.
Empowered by the Dickey's Franchise Model
The Dickey's franchise system has been a cornerstone of Toni's success, providing her with the operational support and strategic framework to focus on delivering an exceptional guest experience.
"The systems Dickey's has in place allow franchisees like me to focus on what matters most: creating memorable moments for our guests,” Toni shares.
"Toni's story demonstrates the power of our franchise model,” said Roland Dickey, Jr. "When franchisees combine their unique strengths with the resources we provide, they can achieve incredible things.”
An Inspiration for Future Entrepreneurs
As Toni reflects on her journey, she emphasizes the importance of hard work, community engagement, and a strong support network.
"My advice to aspiring franchisees is simple: be willing to put in the work and lead with your heart. With the right support system, like the one Dickey's offers, success is attainable,” Toni says.
Her journey has already inspired others within and outside the Dickey's network, highlighting the transformative potential of entrepreneurship.
A Legacy of Flavor and Service
Today, Toni's locations in Fort Stockton and Big Springs are more than just barbecue restaurants-they are pillars of their communities. Her commitment to excellence, community engagement, and customer satisfaction has solidified her reputation as a leader and innovator within the Dickey's family.
"Toni's success is about more than financial growth; it's about the meaningful relationships she has built within her community,” said Laura Rea Dickey. "She embodies the values that have defined Dickey's for over 80 years: quality, hospitality, and service.”
Toni's journey is a shining example of the opportunities available to those who join the Dickey's family. Her success underscores Dickey's commitment to empowering franchisees to achieve their goals while building lasting legacies in the communities they serve.
About Dickey's Barbecue Restaurants, Inc.
Founded in 1941 by The Dickey Family, Dickey's Barbecue Restaurants, Inc. is the world's largest barbecue concept and continues as a third-generation family-run business. For over 80 years, Dickey's Barbecue Pit has served millions with its signature Legit. Texas. Barbecue.™ Slow-smoked over hickory wood-burning pits, Dickey's barbecued meats are paired with a variety of southern sides. Committed to authentic barbecue, Dickey's never takes shortcuts-because real barbecue can't be rushed.
With over 866 restaurants across eight concepts in the U.S. and several countries, Dickey's Barbecue Franchise and Dickey's Restaurant Brands continues to grow under the leadership of Roland Dickey, Jr., CEO of Dickey's Capital Group, and Laura Rea Dickey, CEO of Dickey's Barbecue Pit, Inc.
Dickey's has been recognized on Newsweek's 2022 "America's Favorite Restaurant Chains" list, Nation's Restaurant News 2024 top fast-casual brands for value, and USA Today's 2021 Readers' Choice Awards. The brand has also ranked in the Top 20 of Fast Casual's "Top 100 Movers and Shakers” for four of the past five years. Additional accolades include Entrepreneur's Top 500 Franchise and Hospitality Technology's Industry Heroes list. The brand has been featured by Fox News, Forbes, Franchise Times, The Wall Street Journal, and People Magazine.
For more information, visit www.dickeys.com. For information about becoming a franchise partner, visit www.dickeysfranchise.com
Attachments
CONTACT: Louisa Garrett
Dickey's Barbecue Pit
lgarrett@dickeys.com