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When George McAllan joined Sonny’s BBQ as chief growth officer a year ago, the full-service chain hadn’t added a new franchisee in about eight years. But that is about to change.

Over the past year, the company developed processes for franchisees and added mapping software and other technology to make sure its IT platforms are up to speed. The chain has been working on franchisee profitability to ensure that once new units open, they make money. It also put processes in place for training workers and preparing for grand openings. 

“We spent a lot of work over the last year getting those pieces in place so that we're in a spot where we believe we're starting to be able to talk to new people that are interested in joining the brand,” McAllan said. 

The chain was established in 1968 by Sonny Tillman and his wife Lucille with a location in Gainesville, Florida. They sold the company in 1990 to Bob Yarmuth, who originally bought his first Sonny’s BBQ in 1980. The chain had 140 units at its height, McAllan said. 

About 10 years ago, the chain underwent a rebranding, which included adding drive-thrus at its locations. That strategy necessitated paring down locations to the roughly 90 it has now, ensuring that it had the best assets. It currently works with 12 franchisees, two of which operate roughly half of the system. One private equity-backed franchisee owns 30 units. 

Sonny’s BBQ is a part of a growing list of full-service and casual chains focusing on growth. Fogo de Chão, First Watch, Darden and Firebirds Wood Fired Grill are in the process of opening new units. Darden’s Olive Garden brand opened three units during the first few weeks of this year. First Watch continues to open about 60 net units annually. 

Sonny’s goal over the next five years will be to expand within the Southeast. 

“Our brand has a very large radius; people drive a long way for great barbecue,” McAllan said. “So we won’t be like Starbucks and we won’t be on every corner.”

With locations as far south as Florida, as far west as Mississippi and as far north as Kentucky and North Carolina, there is plenty of area to build.

“I'd rather us make sure that we are providing Sonny’s in an area where people are familiar with the brand,” McAllan said. “That's the easiest way for us to support our franchisees.”

In addition to traditional franchising, Sonny’s also started an operator program that allows restaurant leaders to develop into franchisees and buy a location over five years through a revenue-sharing program. 

Sonny’s CEO Jamie Yarmuth envisions creating the next generation of restaurant leaders and a path toward ownership, since a lot of foodservice workers don’t necessarily have the money to invest in a restaurant, McAllan said. 

The company plans to work with multi-unit operators who can invest in three to five units. 

Sonny’s intends to start talking to new prospective franchisees this year, McAllan said. 

“We’d love to be able to talk to people, whether it’s about acquisition of existing assets or entering into white space development,” he said. “We think we have a compelling story to share.” 

Boosting hospitality, food innovation

One of the brand’s compelling business propositions is that its restaurants possess five different sales channels: drive-thru, third-party delivery, dine-in, catering and takeout. It also boasted a $3.2 million in average unit volume as of 2024, according to its franchise disclosure document. 

The company has been working to raise third-party sales, since barbecue travels well and doesn’t decline sharply in quality within 30 minutes, McAllan said. Sonny’s saw online ordering growth and added an app within the past year, McAllan said.

The chain is also “doubling down” on hospitality, especially with regards to dining in, and ensuring guests understand Sonny’s value proposition, he said.

“We want to send out this message that our food is best served in-restaurant,” McAllan said. “It’s the ambiance of the smoke. It’s the hospitality of the server and it gives people a chance to sit down … and check out for a little bit, enjoy themselves.”

For Sonny’s, value isn’t related to price and its guests aren’t necessarily seeking a specific price point, but they want Sonny’s to be consistent and offer generous portions. According to a menu at a Concord, North Carolina, restaurant Sonny’s offers specials, such as a Turkey Power Plate, with a half pound of smoked turkey, a side and a drink, for $10.99. Signature BBQ items include a meat, two sides and choice of bread, ranging from $15 to $20. 

In January, the chain launched a rib sandwich alongside a campaign emphasizing its authenticity at the same time McDonald’s was receiving negative criticism about its McRib Sandwich. More innovation is likely to come at the brand: Sonny’s is also recruiting a chef, which the brand hasn’t done in the past, to help with food innovation, expand its menu and develop a test kitchen, McAllan said.