Russ Nockerts - Steel Belly BBQ, Passion, Pride, and Trimming Brisket - Ep. #56

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What's up friends, Welcome back
to Rooted Wisconsin.

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Appreciate you for clicking
another episode.

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Grateful to have you here.
Today's episode is with Russ

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Knockerts from Steel Belly BBQ
out of Algoma, Wisconsin.

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Best barbecue in Northeast
Wisconsin, hands down.

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Probably a way bigger geographic
range than that.

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His brisket is to die for.
Unbelievable.

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Great conversation with Russ.
He's such a cool dude.

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We talked about his path to his
BBQ business.

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He used to be a welder and we
talked about his path to

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entrepreneurship and how a
conversation with his wife on

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his lunch break as a welder
where she said maybe we do this

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full time, led to the business.
When he walked in literally from

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that lunch break and told his
boss he was putting in his

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notice.
Fantastic.

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We talk about his passion behind
BBQ.

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All the folks that kind of
pushed him into it saying you

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got to sell this.
It's so good.

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We talked about his favorite.
If he could pick one cheese for

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the rest of his life, what would
it be?

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Got to stick around for that
what's yours and a whole lot

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more awesome episode Russ such a
cool dude so enjoy that couple

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other things check out our new
rooted Wisconsin hats.

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These could be yours.
Shoot me Adm we'll get you set

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up.
Shout out to the folks over at

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wonder sign.
Joel and crew did an awesome job

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wonder sign on Velp and Green
Bay.

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Hit him up for any clothes you
need and and signs of course.

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And of course, a huge shout out
to our sponsors at Carouser

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bringing you a non alcoholic
option, help keeping you in the

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game, help keeping you in the
party and feeling great the next

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day to carouser.com.
They keep these episodes coming.

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Make sure you grab some of that
too if you dig what we do.

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Without further ado, let's jump
right into it.

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Russ Knockerts.
But man, I think a cool place to

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start is this.
This kind of past summer was the

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first time I've had a chance to
have your BBQ.

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I've been following you on
Instagram for a while and you

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know, the cliche question would
be to where does BBQ start?

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But we've had a lot of chances
to kind of talk about your

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craft, what you do and want, why
it's so damn good.

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And that's that's the place I
want to start.

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Like it not where did BBQ start
for you, but when did it become

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to the point where you were like
you had to come to this

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conclusion that you wanted to
perfect it because your stuff is

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so good it that doesn't happen
by accident?

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When did that turning point
start for you?

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Started as a backyard hobby
really, and you just like

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anything super driven in
everything that I did, I was a

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welder in my previous life.
So like anything you create with

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your hands and you build
something that's tangible that a

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customer is going to need or
use, barbecue kind of follows

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down that same path and we craft
something that the consumer is

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going to consume.
So with that, you, you know, me

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personally, I'm just, I'm just
super driven to be the best in

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what we're doing.
So it started in the backyard,

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never thought it would turn into
a business.

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And as it kept getting better,
the need for great BBQ does

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exist.
So that's really where our, our

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business has grown and it's been
all organic.

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It's just word of mouth and some
people can find us, some people

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can't.
And but we're everywhere.

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But it's, that's really how it
started for me.

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And I'm just getting hyper
obsessed with creating the best

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barbecue that we can.
Was it that classic scenario of

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like you were cooking in your
backyard and you people kept

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saying like you, you should do
this for a business, you should

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sell this, This is so good.
It wasn't that thing.

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Absolutely.
Yeah.

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Way to have people over backyard
parties.

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You should sell this.
I said no way.

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Absolutely not.
And then got asked to do a

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friend's wedding.
You know, that was like the

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first kind of dipping your toe
in the pond per SE.

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They just wanted a bunch of
ribs.

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So like.
Did you have a big enough pit at

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that time to do a wedding or
what?

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No.
Yeah, I didn't.

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But you made it happen.
Made it happen so we we stayed

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up all night, did what we had to
do to pull off the wedding.

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I think the very first one was
30 racks of ribs.

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So we got it done and word of
mouth travelled and then I just

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kept snowballing and now it's
the full time gig to say the

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least.
And yeah, and how many years

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full time now?
This is your five.

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OK, so.
Yeah.

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And I think, you know, that
story is always so fun to hear

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because there's so many
businesses that started from

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that.
Like a person just starts doing

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something they love and then
externally they start feeling

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these pressures or hearing those
voices say, you know, you could

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do this, you could do this.
Let's talk about that a little

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bit because that leap, there's a
lot of people listening right

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now that are hesitant to take
that leap, ready to take that

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leap and haven't yet, or are
scared to do it.

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What was that like?
What was it like deciding you

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were going to do it?
Do you remember?

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Well, to be very specific, it it
started out, I was still welding

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and we started getting these
bookings.

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We partook in the Roar Off the
Shore Brewfest out in

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Luxembourg.
So there's 40 breweries,

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wineries, some craft food
vendors.

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We signed up as a sponsor and we
got to create.

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That was kind of the first
public experience that people

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got to try our food.
So they voted the the

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participants.
It's about 1000 people there.

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The people got to vote on best
food and we were the winner.

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So that was the first time that
we kind of had received some

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accolades of creating good food
and people really they they

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liked it.
So we won best food.

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And from there the breweries and
the wineries started reaching

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out to get us booked for their
weekends.

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And that's kind of where we got
our start doing the public

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events.
And we got to a point where I

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had 16 bookings in the month
and.

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I was and you're still working
full time.

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Still working full time.
So working full time, staying up

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all night, cooking briskets and
going to the event like

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incoherent from being sleep
deprived.

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And I talked to my wife on the
phone one day at work.

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I was on my lunch break and
she's like, well, maybe we'll

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look at quitting, you know, she
said, let's talk about maybe

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quitting.
And I took it as I'm quitting

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today.
So I literally came out from the

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lunch break in the text message
and told my boss I'm done at the

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end of the month.
So we didn't really get to have

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that conversation of let's talk
about quitting.

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I just quit.
So I it was about a three-week

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notice, I think.
Didn't have our full time

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kitchen, didn't have our food
permits yet.

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Just trying to fit everything
in.

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And the way it all worked out is
we found a kitchen, we got

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licensed and we had an event the
very next day.

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So it was like 3 days in a row I
quit.

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I quit on a Wednesday.
We got health inspected on a

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Thursday, we served our first
public event on a Friday, and

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we've never looked back.
What an amazing story.

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So what was what was the
conversation like when you got

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home and said, well, there's not
much to talk about anymore?

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I'd have to think about that.
It was she's like, you did what?

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And I was like, well, I thought
you said quite at the end of the

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month.
And she's like, well, I thought

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we'd talk about it, but I didn't
hear it that way or read it that

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way.
But yeah, that's how it came

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out.
Well, life points you in

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directions, man, Like where your
attention and your intention is.

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Yes, you can hear what you want.
There's a lot of different

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messages floating through the
air you pluck, At least for me,

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I pluck out the ones more often
than not, more often than I

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should, that I want to hear.
Yeah.

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So, you know, but I think, you
know, regardless, the two weeks

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wouldn't have changed it.
You know, if you would have went

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home and had the conversation,
like it sounds like you were,

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you know, Destin's a big word,
but you knew what the next step

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was you, you knew what was
coming.

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That's a that story.
Like there's always this tipping

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point of people that start with
a passion and then end up making

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it their career.
There's always this tipping

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point.
You never know what it is and

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yours was on a lunch break.
It was probably a rough day

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dude.
You probably like you did.

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You know, I was really
passionate like like in BBQ with

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welding.
I was passionate about welding

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and loved what I did.
But I'm always up for more and I

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want more of a challenge in
life.

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BBQ is no different.
Every single cook, even though

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we've cooked thousands and
thousands and thousands of

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cooks, it's every cook is
different.

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The weather is different, the
humidity is different.

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It might be raining, it might be
sunny, it might be windy.

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Every piece of wood that you put
in the smoker has different

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moisture content.
It ignites differently.

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Everything has so many variables
and that's what the challenges

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of BBQ.
I just keep chasing it.

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Yeah, so that brings something
up in my mind.

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I I, I love watching your
Instagram stories.

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I love the content you make.
What are the little pieces of

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foil that you do around the tip
of the brisket?

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What is that?
So it's just, it's basically

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it's called tipping.
We tip the briskets to protect

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the point end of the brisket or
the fatty side of the brisket

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just from the heat impact.
So like the airflow is quite

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violent inside of an offset pit.
It's the old recycled propane

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tanks as if you've ever seen our
pits.

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So the air movement is moving
quite violently through that

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chamber.
So at about hour 4, we tip the

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we tip the points of the brisket
just to protect them from

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burning or drying out.
OK.

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So that's all that's for.
It makes for a good Instagram

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picture and that makes BBQ sound
even more bad ass than it is

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already when you say the air
moves violently throughout the

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smoker.
It's, you know, it's and we've,

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you know, no pun intended, guts
thrown into the fire and just

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putting in those reps and
cooking a lot of food.

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It's been an incredible journey
so far.

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And we feel like we've, me
personally, I feel like I'm just

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getting started, you know, so
it's, there's so much more I

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want to do.
It's been incredible.

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Well, that's got to be cool even
in like conversations within

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your industry, right?
Because I've, I love brisket.

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I've eaten brisket from hundreds
of different people and like,

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when you get a good one, you're
like, man, this, this person

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knows what they're doing and
like hearing that you've only

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done it for five years.
A lot of the times when I've had

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that great brisket, I'll talk to
the person and be like, yeah,

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I've been doing this.
It'll be this old dude that's

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been doing it for 45 years and
he's got it perfected.

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But I'm sure you can't give away
too many trade secrets.

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But I mean, brisket is usually
salt and pepper, right?

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What?
How is here so much better than

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so many other ones like what
ours is?

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Ours is salt and pepper too.
I wouldn't say that it's so much

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better.
I think across the industry we

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have, I think there's a certain
level that has everybody has

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risen too in good BBQ.
So there's there's like I, I

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label things as OK, good and
great.

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OK.
So I think that once you get to

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achieve that level of great BBQ,
I think that everybody's pretty

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much on a similar page and then
you're splitting hairs on a

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personal preference of one
that's better than the other.

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So how does it go from good to
great though?

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Because there's a lot of good
brisket out there.

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Like I can cook a good brisket,
but it how does it go?

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What is that?
What's that leap?

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00:12:11,440 --> 00:12:14,240
What happens with your degrade?
Is it the foil around the tip?

226
00:12:14,240 --> 00:12:15,400
It's not the foil around the
tip.

227
00:12:15,760 --> 00:12:17,400
It's just one step of the
process.

228
00:12:18,880 --> 00:12:22,160
You know, we post, you'll see
pictures on our Instagram of the

229
00:12:22,160 --> 00:12:24,000
stacking and racking.
It starts there.

230
00:12:24,000 --> 00:12:27,200
It starts with the trim.
Making sure your briskets are

231
00:12:27,200 --> 00:12:30,320
consistent, the trim is
consistent, the seasoning is

232
00:12:30,320 --> 00:12:32,640
consistent.
The salt and Peppers, you know

233
00:12:32,640 --> 00:12:35,120
that's what it is.
So let me stop you there for a

234
00:12:35,120 --> 00:12:37,040
second because that's something
I don't understand at all.

235
00:12:37,040 --> 00:12:40,160
Is the the trim.
What happens when you trim that

236
00:12:40,160 --> 00:12:42,200
full, what you call it a full
Packer or something?

237
00:12:42,560 --> 00:12:44,520
What happens when you trim that?
What are you trying to do?

238
00:12:44,800 --> 00:12:47,560
So you're trying to make it
aerodynamic as possible for the.

239
00:12:47,600 --> 00:12:49,520
Violent.
And it started with Franklin

240
00:12:49,520 --> 00:12:51,120
BBQ, which everybody knows
about.

241
00:12:52,280 --> 00:12:55,520
He was like, you know, there's
BBQ pre Franklin and post

242
00:12:55,520 --> 00:12:59,560
Franklin of that era.
He really started the craft BBQ

243
00:12:59,560 --> 00:13:04,320
movement and now it's escalated
with sides and different

244
00:13:04,320 --> 00:13:08,640
proteins and restaurant
experiences and Michelin stars

245
00:13:08,640 --> 00:13:14,280
now in Texas.
Craft BBQ has really changed a

246
00:13:14,280 --> 00:13:18,400
lot in the last 15 years.
It changed a lot in the last

247
00:13:18,400 --> 00:13:23,000
five years.
I think that it starts with that

248
00:13:23,000 --> 00:13:25,600
trim going back to that violent
airflow.

249
00:13:25,760 --> 00:13:28,560
So we trim everything to be
aerodynamic as possible.

250
00:13:29,040 --> 00:13:34,840
So when the air is moving over
it, it's not stopping abruptly

251
00:13:35,000 --> 00:13:37,400
as if there's a sharp edge
that's going to be a burnt edge.

252
00:13:38,280 --> 00:13:40,840
So we try to make everything as
round as possible for the air to

253
00:13:40,840 --> 00:13:45,120
move over it as smooth as
possible to prevent that burnt

254
00:13:45,120 --> 00:13:47,080
edge.
And you want every slice of that

255
00:13:47,080 --> 00:13:51,080
brisket to be servable.
So that's that's part of that

256
00:13:51,080 --> 00:13:53,720
trim.
OK, did mean to get sidetracked

257
00:13:53,720 --> 00:13:55,240
there.
But I never understood the I

258
00:13:55,240 --> 00:13:58,320
never understood the trim.
I thought like in my mind it was

259
00:13:58,320 --> 00:14:01,160
just like, take away the pieces
of fat that were too thick.

260
00:14:01,440 --> 00:14:03,240
But there's so much more to it
than that.

261
00:14:03,240 --> 00:14:06,720
It's it's, yeah, it's shaping
it, rounding it, having the

262
00:14:06,720 --> 00:14:10,240
right thickness.
I would say we run our briskets

263
00:14:10,440 --> 00:14:12,920
a tick on the leaner side on our
trim.

264
00:14:13,200 --> 00:14:14,560
It's just the way I like to do
it.

265
00:14:14,560 --> 00:14:14,920
Me.
Too.

266
00:14:14,920 --> 00:14:17,560
That's how I like eating.
It so I don't like obviously you

267
00:14:17,560 --> 00:14:20,080
don't like unrendered fat.
And we want to do everything

268
00:14:20,080 --> 00:14:25,320
that we can to have that
perfect, you know, melted tastes

269
00:14:25,320 --> 00:14:28,400
like butter.
And that's, that's what we're

270
00:14:28,400 --> 00:14:30,960
shooting for.
Yeah, well, every time I've

271
00:14:30,960 --> 00:14:33,400
eaten it, that's what you've
accomplished.

272
00:14:34,440 --> 00:14:40,360
So what's what's your like?
You don't, you don't get into

273
00:14:40,360 --> 00:14:42,760
BBQ probably without loving
eating BBQ.

274
00:14:42,760 --> 00:14:44,400
What do you like eating as a
brisket?

275
00:14:44,400 --> 00:14:46,440
What's your like?
You go to a BBQ place that you

276
00:14:46,440 --> 00:14:47,560
didn't cook.
What's your thing?

277
00:14:49,240 --> 00:14:52,880
Everybody has a thing.
So we go, you know, last year we

278
00:14:52,880 --> 00:14:57,960
went to Texas, did a 16 spot
tour basically in nine days.

279
00:14:58,400 --> 00:15:01,240
So I hit 916 spots with our
family.

280
00:15:01,240 --> 00:15:05,480
We did a road trip.
Everybody has their one thing

281
00:15:05,480 --> 00:15:09,160
that they're known for.
Some places it's brisket.

282
00:15:09,160 --> 00:15:12,880
I always eat brisket.
Of course, some people have

283
00:15:12,880 --> 00:15:15,840
really good, you know, pork
belly, Some people have really

284
00:15:15,840 --> 00:15:20,720
good Tri tip, some people have
really good ribs or the sausage.

285
00:15:21,680 --> 00:15:25,200
Sausage is kind of a game
changer between all of these

286
00:15:25,200 --> 00:15:28,760
different high end BBQ spots.
They're really crafting sausage,

287
00:15:29,280 --> 00:15:32,720
doing some wild things,
basically casing anything they

288
00:15:32,720 --> 00:15:37,720
can into a sausage and it's it's
sets them apart.

289
00:15:38,040 --> 00:15:40,680
So.
The one you gave me this summer

290
00:15:40,680 --> 00:15:42,600
was kind of new on your menu,
right?

291
00:15:42,600 --> 00:15:44,720
You said that was a new thing
you were trying how to go over.

292
00:15:45,160 --> 00:15:47,920
Good.
We, we really pushed hard this

293
00:15:47,920 --> 00:15:50,280
summer crafting our Texas hot
link.

294
00:15:50,320 --> 00:15:52,120
And then now we have a cheesy
hot link.

295
00:15:52,120 --> 00:15:56,320
We call it the cheesy Texan.
So it's similar recipes.

296
00:15:56,320 --> 00:16:00,880
One's got a lot more cheese in
it and they've, they've been

297
00:16:00,880 --> 00:16:03,160
good.
We've been selling quite a few

298
00:16:03,160 --> 00:16:04,040
of them so.
OK.

299
00:16:04,040 --> 00:16:06,880
And they're fitting for the, you
know, being a Wisconsin

300
00:16:06,880 --> 00:16:08,920
barbecuer, you got to get a
cheesy one in.

301
00:16:08,920 --> 00:16:11,280
Yeah.
And it, you know, we've had to

302
00:16:11,280 --> 00:16:15,880
educate our consumers.
A lot of our consumers, they're

303
00:16:15,880 --> 00:16:18,760
looking at a sausage and they
just think it's a Bratwurst

304
00:16:18,760 --> 00:16:19,720
because that's what we're known
for.

305
00:16:20,960 --> 00:16:23,320
Why isn't it served on a bun?
Why isn't it served with ketchup

306
00:16:23,320 --> 00:16:26,360
and mustard?
That's not what it's intended

307
00:16:26,360 --> 00:16:27,960
for.
The craft sausage that we make

308
00:16:27,960 --> 00:16:30,120
takes three days.
It's a three day process.

309
00:16:30,120 --> 00:16:33,920
It's smoked twice.
They get ice bath.

310
00:16:33,960 --> 00:16:36,040
It's it's a whole process that
it takes.

311
00:16:36,040 --> 00:16:39,200
There's a lot of Labor involved.
They get ice bath.

312
00:16:39,360 --> 00:16:41,120
Tell me about the ice bath.
What does that?

313
00:16:41,120 --> 00:16:44,680
Do so we once we case them we
dry them overnight in in our

314
00:16:44,680 --> 00:16:47,280
walk in cooler.
Then they get a what we call a

315
00:16:47,280 --> 00:16:50,600
cold cold smoke.
So they get smoked under 200°.

316
00:16:51,040 --> 00:16:54,920
We take them to an internal temp
of 150 then they get pulled

317
00:16:54,920 --> 00:16:58,680
instantly put into an ice bath
to shock the casing and stop the

318
00:16:58,680 --> 00:17:02,400
cooking process.
Then they all get hand dried and

319
00:17:02,400 --> 00:17:05,960
we re rack them back in the walk
in cooler and they get smoked

320
00:17:05,960 --> 00:17:07,640
the second time the day of
service.

321
00:17:08,000 --> 00:17:10,160
Really.
So the you said the ice bath

322
00:17:10,160 --> 00:17:13,240
shrinks the casing?
It shocks, shocks the casing, it

323
00:17:13,240 --> 00:17:15,240
does it, it makes it tight.
So that's how you get that

324
00:17:15,240 --> 00:17:18,079
tights, the tight snap on the on
the sausage.

325
00:17:18,160 --> 00:17:21,280
OK.
And well, man, and I saw.

326
00:17:21,280 --> 00:17:23,280
I've never heard of that, never
knew that was a thing.

327
00:17:23,920 --> 00:17:27,640
But that makes complete sense
because it it stops it from

328
00:17:27,640 --> 00:17:30,200
being the stringy like when you
bite it doesn't.

329
00:17:30,360 --> 00:17:34,280
Yeah, I had a brat the other
day, man.

330
00:17:34,280 --> 00:17:37,640
It's and it so I, I won't go too
in, in far depth because I don't

331
00:17:37,640 --> 00:17:39,680
want to call anybody out here,
but it's a fundraiser that

332
00:17:39,680 --> 00:17:43,200
happens frequently in in my
space that I'm in that I can get

333
00:17:43,200 --> 00:17:46,520
these brats And every time I go,
man, they it's stringy and I'm

334
00:17:47,240 --> 00:17:49,480
like, I want to support you, but
I can't eat too many of these

335
00:17:49,480 --> 00:17:52,040
brats.
So an ice bath takes that away.

336
00:17:54,120 --> 00:17:57,280
But it's, you know, it adds a
lot of Labor to the process.

337
00:17:57,400 --> 00:18:00,720
I would say yeah, yeah.
It's like I think of, I mean,

338
00:18:00,720 --> 00:18:01,880
you do that with hard boiled
eggs.

339
00:18:01,880 --> 00:18:04,240
I hard boiled eggs for my kid
all the time and we put them in

340
00:18:04,240 --> 00:18:06,760
an ice bath.
But like you're thinking, what?

341
00:18:06,880 --> 00:18:09,400
How many sausages do you make at
a time 1000?

342
00:18:09,800 --> 00:18:14,320
No, not quite that many.
We probably do a hundred 150 to

343
00:18:14,320 --> 00:18:20,760
175 links a week probably is
where where I and we're using

344
00:18:20,760 --> 00:18:22,160
all of our brisket trim for
that.

345
00:18:22,160 --> 00:18:25,720
So like we're doing our best
because of the cost is so high

346
00:18:25,720 --> 00:18:28,600
on the raw product.
We're trying our best to use,

347
00:18:28,640 --> 00:18:31,520
you know, and have no waste and
maximize everything that we can

348
00:18:31,520 --> 00:18:34,880
and yeah, profitable.
Probably some of where the

349
00:18:35,000 --> 00:18:37,200
sausage concept was born from,
right?

350
00:18:37,200 --> 00:18:40,800
Like, I mean, you have this
quote UN quote waste, but turn

351
00:18:40,800 --> 00:18:42,160
it into something delicious.
Yep.

352
00:18:42,840 --> 00:18:44,880
OK, I.
Mean for reference, we go down

353
00:18:44,880 --> 00:18:50,920
to Texas Crites market.
They've been around since 1900,

354
00:18:50,960 --> 00:18:55,640
so over 100 years they're
producing 6000 lbs of sausage a

355
00:18:55,640 --> 00:18:57,840
week down there.
Dang crazy.

356
00:18:57,840 --> 00:19:02,200
So it's it's, it's a machine
that never stops, but that's

357
00:19:02,200 --> 00:19:05,000
part of their culture.
And we have to start educating

358
00:19:05,000 --> 00:19:06,680
people on the sausage culture up
here.

359
00:19:06,680 --> 00:19:09,880
So it's been a slow but steady
progress and it's we're making

360
00:19:09,880 --> 00:19:12,120
gains.
You know, there's there's

361
00:19:12,120 --> 00:19:13,680
something in there though that's
probably worth some

362
00:19:13,680 --> 00:19:16,160
conversation.
Beef prices are super high right

363
00:19:16,160 --> 00:19:18,320
now, right?
That's got to impact you as a

364
00:19:18,320 --> 00:19:21,320
business owner kind of getting
away from the BBQ.

365
00:19:21,320 --> 00:19:23,880
But like talking about dollars
and cents, you got to make some

366
00:19:23,880 --> 00:19:25,800
cash and and beef prices are
high.

367
00:19:25,880 --> 00:19:28,320
They are.
I just read an article.

368
00:19:28,320 --> 00:19:33,240
The national average for ground
beef is, I think $8.12 a pound.

369
00:19:33,240 --> 00:19:37,000
Yeah, it's not quite that high
here in northeast Wisconsin, but

370
00:19:37,000 --> 00:19:41,600
it's it's high brisket prices.
They've been, you know, they

371
00:19:41,600 --> 00:19:43,560
fluctuate everyday like the
stock market.

372
00:19:43,560 --> 00:19:45,600
So we're always keeping an eye
on it.

373
00:19:46,120 --> 00:19:51,920
It's up probably 30% in the last
3-4 months, which is a

374
00:19:51,920 --> 00:19:55,280
significant impact on our
profitability.

375
00:19:55,280 --> 00:20:01,680
But we do everything that we can
to not have that waste and we

376
00:20:01,680 --> 00:20:04,640
make sure that our venues that
we're going to or the events

377
00:20:04,640 --> 00:20:07,920
that we're doing are at a higher
volume, you know, so we're not

378
00:20:08,680 --> 00:20:12,120
wasting.
Labor and product.

379
00:20:13,200 --> 00:20:16,000
So we want to make sure that
it's worth our time and

380
00:20:16,000 --> 00:20:17,640
investment.
Yeah, absolutely.

381
00:20:17,640 --> 00:20:21,040
Because it there's, you know,
you can raise prices, raise

382
00:20:21,040 --> 00:20:23,920
prices or whatever, but
ultimately there it comes to

383
00:20:23,920 --> 00:20:27,960
this point where you like demand
and supply fluctuate for a

384
00:20:27,960 --> 00:20:32,240
reason, right.
And who knows, you know,

385
00:20:33,560 --> 00:20:37,440
whatever it could be, the next
chicken or whatever it is, you

386
00:20:37,440 --> 00:20:40,520
have to choose because you get
forced that way as a business

387
00:20:40,520 --> 00:20:43,040
owner.
Even I've noticed in the grocery

388
00:20:43,040 --> 00:20:48,360
store the, the, the ground beef
that I buy, it's probably that

389
00:20:48,360 --> 00:20:50,120
30%.
I I didn't really put a number

390
00:20:50,120 --> 00:20:51,720
on it.
But yeah, what you said it's

391
00:20:51,720 --> 00:20:54,000
like 11 bucks a pound, the
ground beef I buy now.

392
00:20:55,880 --> 00:20:59,000
And how did that part develop?
Because, you know, you talked

393
00:20:59,000 --> 00:21:01,800
about that cool story about, you
know, quitting your job halfway

394
00:21:01,800 --> 00:21:04,880
through and halfway through the
day after lunch break.

395
00:21:04,880 --> 00:21:09,800
And you you had to have an
inkling at that time that the

396
00:21:09,800 --> 00:21:13,840
BBQ was ready.
How quickly did the business

397
00:21:13,840 --> 00:21:16,960
owner come along with it?
And what is that like?

398
00:21:18,320 --> 00:21:20,560
I think we've, we never stopped
learning.

399
00:21:20,560 --> 00:21:25,000
Still to this day, we're in Year
5, we're still growing, you

400
00:21:25,000 --> 00:21:28,040
know, as a business, we've grown
50% year over year since we've

401
00:21:28,040 --> 00:21:31,960
started.
So that's still holding true on

402
00:21:31,960 --> 00:21:34,600
your five.
I would imagine at some point

403
00:21:34,600 --> 00:21:37,880
it's going to slow down, but I'm
pretty driven and I want to like

404
00:21:37,880 --> 00:21:40,160
I have that number in my head
and we want to keep hitting it.

405
00:21:40,160 --> 00:21:45,920
So we do everything that we can
to, you know, we have 10 staff

406
00:21:45,920 --> 00:21:47,880
now.
They're incredible, all of them.

407
00:21:49,760 --> 00:21:54,760
And it's, you know, treating our
staff right and doing everything

408
00:21:54,760 --> 00:21:56,240
we can to make sure they're
happy.

409
00:21:56,240 --> 00:22:00,160
And a lot of them are part time.
We have some full time help.

410
00:22:00,280 --> 00:22:03,560
Also, my wife is obviously in
the background.

411
00:22:03,560 --> 00:22:07,840
She's full time in the business
too, putting a ton of hours in.

412
00:22:07,840 --> 00:22:10,520
And we, you know, every year we
add people that we think are

413
00:22:10,520 --> 00:22:14,800
going to be key people to help
leave some of our time in the

414
00:22:14,800 --> 00:22:16,920
kitchen.
But then we take on more work.

415
00:22:16,920 --> 00:22:20,640
So then we're still the ones
ultimately creating the food.

416
00:22:22,880 --> 00:22:25,520
And we, we do what we can to
keep growing and we try to be

417
00:22:25,520 --> 00:22:29,560
smart in the growth.
I think we've done a good job of

418
00:22:29,560 --> 00:22:32,600
it.
Yeah, I'm going back to it.

419
00:22:32,640 --> 00:22:35,480
It, it made me come back to your
question of what makes our

420
00:22:35,480 --> 00:22:37,960
brisket so good.
I think at the end of the day,

421
00:22:37,960 --> 00:22:42,480
it's still my passion and I'm
still touching every single

422
00:22:42,480 --> 00:22:44,160
brisket that gets served out the
window.

423
00:22:45,400 --> 00:22:49,840
Ultimately that's what makes the
difference is you go to a lot of

424
00:22:49,840 --> 00:22:53,840
places and you might not have a
passionate brisket cook, right

425
00:22:54,080 --> 00:23:00,680
That that is hired on it where
this is still my my risk it.

426
00:23:01,360 --> 00:23:03,840
So that makes a difference,
yeah.

427
00:23:04,400 --> 00:23:06,960
And you know, that's fascinating
because we were having that

428
00:23:06,960 --> 00:23:10,440
conversation earlier.
But you know, as you scale with

429
00:23:10,440 --> 00:23:14,840
anything, you have to decide
what parts you can let go.

430
00:23:15,240 --> 00:23:19,720
And that's, that's such an
intimate piece of what you do

431
00:23:19,720 --> 00:23:25,040
is, you know, just hearing you
describe the intricacies of, of

432
00:23:25,040 --> 00:23:28,080
just shaping it and, and, and
trimming it.

433
00:23:29,280 --> 00:23:34,160
It's tough to when you know that
50% year over year growth.

434
00:23:34,160 --> 00:23:36,480
I completely agree.
It stems from a place of it's so

435
00:23:36,480 --> 00:23:38,400
damn good because you're
passionate about it.

436
00:23:38,720 --> 00:23:40,200
And that's what makes things
good.

437
00:23:40,760 --> 00:23:45,520
And at the same time, you have
to weigh these areas that you

438
00:23:45,520 --> 00:23:51,160
can say, OK, maybe I have to
miss talking to customers on the

439
00:23:51,160 --> 00:23:54,280
front end because you, you
taught me about the, the carving

440
00:23:54,280 --> 00:23:57,160
station and how that can be a
piece of the experience too.

441
00:23:57,760 --> 00:24:02,960
But I mean, with the, with the
ceiling that your BBQ has, which

442
00:24:02,960 --> 00:24:08,440
is through the roof, pun
intended, eventually there's

443
00:24:08,440 --> 00:24:11,280
going to have to be these places
where, OK, maybe I'm not the one

444
00:24:11,280 --> 00:24:14,680
at 4:00 in the morning throwing
it on the smoker or I'm not the

445
00:24:14,680 --> 00:24:17,640
one at the carving station.
How do you?

446
00:24:18,920 --> 00:24:22,560
Maybe you don't even have the
answer yet, but like, how do you

447
00:24:22,560 --> 00:24:24,560
work through that?
How do you decide?

448
00:24:25,120 --> 00:24:30,360
It's just, it's something that
gets talked, you know, I, I

449
00:24:30,360 --> 00:24:32,200
shouldn't say talked about, but
thought about.

450
00:24:32,320 --> 00:24:33,640
I think about this stuff all
day.

451
00:24:34,880 --> 00:24:38,640
You know, I'm sitting at the pit
running a fire for 11:50 hours

452
00:24:38,880 --> 00:24:41,800
and I have earbuds in.
I listen to podcasts, I listen

453
00:24:41,800 --> 00:24:46,800
to music in the I just I think
about it constantly.

454
00:24:48,520 --> 00:24:51,520
It's going to take that special
person to be the quote UN quote,

455
00:24:51,520 --> 00:24:55,560
pit master and pit master term
gets thrown around loosely.

456
00:24:57,200 --> 00:25:00,240
You know, we're five years in
and I think I have a pretty good

457
00:25:00,240 --> 00:25:05,960
grasp on cooking at this point.
You know, we have a lot of

458
00:25:05,960 --> 00:25:09,440
outsiders that come to us for
help on fire management and

459
00:25:09,440 --> 00:25:12,960
learning the process.
We even do some one-on-one

460
00:25:12,960 --> 00:25:17,320
schooling with, with, you know,
customers, they want to, they

461
00:25:17,320 --> 00:25:19,600
pay us and they come and we
teach them.

462
00:25:19,600 --> 00:25:21,720
And we've had two people that
have started their own

463
00:25:21,800 --> 00:25:25,960
businesses doing BBQ.
So it's, it's been cool to see

464
00:25:25,960 --> 00:25:30,040
that trend, you know, the
progression of, of us teaching

465
00:25:30,040 --> 00:25:34,000
what we know.
We've also built some incredible

466
00:25:34,000 --> 00:25:37,480
relationships with other BBQ
owners and food truck owners and

467
00:25:38,720 --> 00:25:41,800
establishments all over the
country from California to Texas

468
00:25:41,800 --> 00:25:45,480
to New York.
And it's, it's been incredible.

469
00:25:47,120 --> 00:25:51,800
We, you know, we keep looking
for the, it's not just the right

470
00:25:51,800 --> 00:25:55,800
person, but it's about the
passion of what we're doing and

471
00:25:55,800 --> 00:25:57,040
our, our team.
Now.

472
00:25:57,160 --> 00:26:00,760
You know, when we talk amongst
ourselves, they say we and it's

473
00:26:01,360 --> 00:26:04,080
that we is important because
it's, it's all of us.

474
00:26:04,880 --> 00:26:08,640
Obviously that they put the,
that they say it's all him on

475
00:26:08,640 --> 00:26:10,320
the pit.
It's not just me.

476
00:26:10,320 --> 00:26:14,360
It's, it's the staff that really
make us what we are.

477
00:26:14,720 --> 00:26:19,560
Obviously I'm the, I'm behind
the pit, but like it's without

478
00:26:19,560 --> 00:26:22,080
the staff, it's impossible to do
what we're doing at the volume

479
00:26:22,080 --> 00:26:23,960
we're doing it so.
Yeah.

480
00:26:24,280 --> 00:26:27,680
So just being strategic and the
having the right people, Yeah,

481
00:26:27,720 --> 00:26:32,640
yeah, yeah.
And it's, you know, towing the

482
00:26:32,640 --> 00:26:36,080
line, man, towing the line
between what what you see can

483
00:26:36,080 --> 00:26:37,960
happen and what you know can
happen.

484
00:26:38,440 --> 00:26:42,040
And then in some aspects, you
know, just being comfortable

485
00:26:42,040 --> 00:26:43,800
relinquishing some of that
control.

486
00:26:43,800 --> 00:26:47,640
Yeah, because there's probably
ma'am when I when I think of

487
00:26:47,640 --> 00:26:51,200
like if if you do a BBQ for a
wedding or something where

488
00:26:51,200 --> 00:26:53,840
they're going to, you're going
to do 200 plates or 300 plates

489
00:26:53,840 --> 00:26:57,600
or something.
I don't know me from my seat.

490
00:26:57,880 --> 00:27:01,080
That just seems like an immense
amount of pressure.

491
00:27:01,480 --> 00:27:06,480
Is that what you feel?
I don't know if I feel the

492
00:27:06,480 --> 00:27:10,640
pressure per SE.
I would say like every, every

493
00:27:10,640 --> 00:27:13,920
time we show up to do service,
it's like Super Bowl.

494
00:27:14,400 --> 00:27:17,760
Like it's really how I, it's
like we're playing in the Super

495
00:27:17,760 --> 00:27:21,920
Bowl seven days a week, you
know, So we, we do all the work

496
00:27:22,240 --> 00:27:24,800
ahead of time, all that prep
work ahead of time.

497
00:27:25,440 --> 00:27:28,880
I feel we're very organized in
what we're doing to do the

498
00:27:28,880 --> 00:27:31,920
volume that we're doing.
And then when you show up, it's

499
00:27:31,920 --> 00:27:38,880
just, it's just game time.
So I personally thrive in chaos.

500
00:27:38,880 --> 00:27:42,680
Maybe you'd call it?
So you liked watching me set up

501
00:27:42,680 --> 00:27:44,520
the set up today you're like,
it's not me for once.

502
00:27:44,960 --> 00:27:49,160
You know, as nervous as I was to
to be on here and and talk, it's

503
00:27:50,480 --> 00:27:56,960
I do thrive in, you know, if
we're not a line 75 deep with

504
00:27:56,960 --> 00:28:02,080
our hair on fire like I do
strive, I, I thrive better in

505
00:28:02,080 --> 00:28:06,360
that in that situation.
And that's not for everybody.

506
00:28:06,360 --> 00:28:09,440
Like some people might step in
the truck one day and be like

507
00:28:09,440 --> 00:28:11,480
this.
This is a little intense.

508
00:28:11,480 --> 00:28:16,400
This isn't for me, but it's what
I I love it.

509
00:28:16,560 --> 00:28:20,320
Yeah.
So what's been, what's been the

510
00:28:20,960 --> 00:28:25,240
the day that it didn't go well?
Since you're five years in, has

511
00:28:25,240 --> 00:28:29,520
there been a day that the
brisket went too far or the

512
00:28:29,520 --> 00:28:32,440
pulled pork was a little chewy
or what was the day that didn't

513
00:28:32,440 --> 00:28:37,840
go well?
Han, I'd have to really think

514
00:28:37,840 --> 00:28:39,080
about that.
Well, that's good.

515
00:28:41,800 --> 00:28:44,200
You know, we've had some, you
know, being a mobile, we have

516
00:28:44,200 --> 00:28:46,120
two food trucks plus the
catering operation.

517
00:28:46,560 --> 00:28:49,960
We've had a couple days where
we've had some truck mechanical

518
00:28:49,960 --> 00:28:54,320
issues, truck breakdown.
You know, we blew a head gasket

519
00:28:54,320 --> 00:28:59,760
one day and we blew a radiator
one day and you're on you, you

520
00:28:59,760 --> 00:29:02,680
have all this food prepared and
you're on your way to an event

521
00:29:02,680 --> 00:29:05,240
to you have to sell this food
because it's very expensive,

522
00:29:05,240 --> 00:29:08,080
right?
We're fortunate that we have

523
00:29:08,080 --> 00:29:11,400
multiple units and we're very
good at pivoting.

524
00:29:11,800 --> 00:29:16,360
So like make the phone call, get
another truck to come and we

525
00:29:16,360 --> 00:29:19,360
offload 1 truck into another.
We still get here, still get set

526
00:29:19,360 --> 00:29:21,800
up, still sell the food for the
day.

527
00:29:23,840 --> 00:29:29,600
Those days are really
challenging mentally just to

528
00:29:29,600 --> 00:29:35,720
make sure you can pull it off.
Those have been the harder days

529
00:29:35,720 --> 00:29:39,920
more than the food, you know,
food wise, we have our systems

530
00:29:39,920 --> 00:29:45,520
in place where we, we, you know,
I, I chase everything and then

531
00:29:45,520 --> 00:29:50,160
we check it and there's times
where like something just

532
00:29:50,160 --> 00:29:52,280
doesn't hit and I just, I won't
serve it.

533
00:29:52,560 --> 00:29:55,920
I throw, I'll take that, that
hit on the chin and throw it

534
00:29:55,920 --> 00:29:57,640
away before I'll serve it to a
customer.

535
00:29:59,760 --> 00:30:04,200
You know, or some days that are
struggles where you expect a, a

536
00:30:04,200 --> 00:30:05,760
larger crowd and there is no
crowd.

537
00:30:05,920 --> 00:30:09,520
Sometimes that happens, you're
going home with a lot of food

538
00:30:09,520 --> 00:30:15,680
and a lot of cost, but we'll end
up throwing it away and I'm not

539
00:30:15,680 --> 00:30:17,480
reheating it.
I refuse to serve it to a

540
00:30:17,480 --> 00:30:19,920
customer.
So that's, that's another aspect

541
00:30:19,920 --> 00:30:23,960
of why our food is what it is,
is because I, I have that 0

542
00:30:23,960 --> 00:30:28,520
compromise mentality on serving
the best barbecue so.

543
00:30:30,040 --> 00:30:33,880
So how does so being like
thinking of a mobile setup, it's

544
00:30:33,880 --> 00:30:37,080
really hard to forecast demand
at times getting into those

545
00:30:37,080 --> 00:30:40,040
business X And also does that
mean the your family's having a

546
00:30:40,040 --> 00:30:43,360
week long, you know, BBQ, BBQ
for dinner?

547
00:30:44,160 --> 00:30:48,480
No, there's you know, we after
your five we've we've got enough

548
00:30:48,920 --> 00:30:55,160
data to support what we do.
We really know kind of we have a

549
00:30:55,160 --> 00:30:57,920
ballpark and then I can, you
know, if we need to bring 10 or

550
00:30:57,920 --> 00:31:02,120
20% more, we can do that.
I'm usually not bringing less

551
00:31:02,120 --> 00:31:05,080
because our growth has been
steadily increasing.

552
00:31:05,560 --> 00:31:09,520
So we always try to bring a
little bit more on a day where

553
00:31:09,520 --> 00:31:11,400
it just doesn't go to plan.
Or the weather.

554
00:31:11,920 --> 00:31:13,280
You know, the weather is one
thing.

555
00:31:13,280 --> 00:31:16,960
We're like our, our cooking
process for every day that we're

556
00:31:16,960 --> 00:31:19,160
open is 2 days of prep ahead of
time.

557
00:31:19,920 --> 00:31:23,920
So like if I'm cooking for a
Friday event, we start on

558
00:31:23,920 --> 00:31:26,600
Wednesday, took on Thursday,
serve on Friday.

559
00:31:27,320 --> 00:31:30,640
So we have to make the food no
matter what.

560
00:31:30,640 --> 00:31:33,360
And then if the forecast changes
and all of a sudden you get a

561
00:31:33,360 --> 00:31:36,440
rain out, you're stuck with 15
or 20 risk.

562
00:31:36,440 --> 00:31:39,600
It's for that day.
We have a big enough social

563
00:31:39,600 --> 00:31:42,800
media following.
I can usually post them for sale

564
00:31:42,800 --> 00:31:45,560
and they disappear.
Oh, OK.

565
00:31:45,560 --> 00:31:50,080
So we we do try to, I don't try
to throw food away if we don't

566
00:31:50,080 --> 00:31:52,160
have to.
And what, you'll just sell whole

567
00:31:52,160 --> 00:31:55,480
done briskets to people and just
say come get them for 50 bucks

568
00:31:55,480 --> 00:31:58,200
or whatever?
Yeah, OK, nice.

569
00:31:58,200 --> 00:32:02,280
Not quite 50 bucks but.
Well, I mean for a whole

570
00:32:02,280 --> 00:32:03,640
brisket.
That's cheap.

571
00:32:03,920 --> 00:32:07,000
Yeah, it's not bad.
I think most, you know, I think

572
00:32:07,000 --> 00:32:11,640
we're we're about 175 for a
brisket right now for a whole,

573
00:32:11,760 --> 00:32:15,880
OK, it should be higher, but
it's there's a threshold that

574
00:32:15,880 --> 00:32:18,640
people just aren't going to,
yeah, pay that price.

575
00:32:18,760 --> 00:32:23,160
Yeah, so, so you get a rain out,
you throw it on your Instagram

576
00:32:23,160 --> 00:32:26,880
story or something and say, hey,
got these briskets first come

577
00:32:26,880 --> 00:32:28,440
first serve or whatever.
OK.

578
00:32:28,440 --> 00:32:29,800
And.
Then the phone lights up like a

579
00:32:29,800 --> 00:32:32,800
Christmas tree and.
It's probably a bunch of smiling

580
00:32:32,800 --> 00:32:36,880
people that come through.
Yeah, that's cool, man.

581
00:32:37,080 --> 00:32:43,360
And the so it sounds like to go
back to the question, it sounds

582
00:32:43,360 --> 00:32:47,200
like a I don't know, you make it
sound easy, I guess, but it

583
00:32:47,200 --> 00:32:49,880
sounds like it just kind of came
along and you just address the

584
00:32:49,880 --> 00:32:53,680
issues as they arose.
Like that stops business owners,

585
00:32:53,880 --> 00:32:55,880
people from starting businesses
all the time.

586
00:32:55,880 --> 00:32:58,840
Something as easy as like how do
I do my taxes or something is

587
00:32:58,840 --> 00:33:01,400
intimidating for some.
And yet it, it is like I said,

588
00:33:01,400 --> 00:33:04,720
we're still learning as we grow.
We've, you know, changed from,

589
00:33:05,120 --> 00:33:07,400
you know, on the business side
of things, you're an LLC and

590
00:33:07,400 --> 00:33:13,000
then you're an S Corp and then
you change things and, you know,

591
00:33:13,520 --> 00:33:15,760
figuring out trends on how to
grow because not everybody's on

592
00:33:15,760 --> 00:33:18,360
social media, you know, so
that's one thing that we've

593
00:33:18,360 --> 00:33:21,200
looked at this year is, you
know, doing e-mail listing or

594
00:33:21,200 --> 00:33:25,400
text chains or figuring out how
to get everybody to know where

595
00:33:25,400 --> 00:33:28,600
we're at because we still have
consumers that don't know and

596
00:33:28,600 --> 00:33:30,800
they're not on Facebook or
they're not on Instagram.

597
00:33:32,640 --> 00:33:35,560
You know, we use that term
local, world famous, locally

598
00:33:35,560 --> 00:33:37,720
unknown.
And it's people really like

599
00:33:37,720 --> 00:33:40,600
where do we find you?
And we, we tried to guide them

600
00:33:40,600 --> 00:33:42,680
to social media, but not
everybody's there.

601
00:33:42,680 --> 00:33:49,480
So you know, it's one day at a
time and you pivot and you just

602
00:33:49,480 --> 00:33:50,440
keep growing.
Yeah.

603
00:33:50,680 --> 00:33:52,960
Do you have a set up like can
you be in two places at once?

604
00:33:52,960 --> 00:33:54,760
Like, not obviously not you
physically, but Yep.

605
00:33:54,800 --> 00:33:57,640
So we actually, I have two
trucks plus catering.

606
00:33:58,880 --> 00:34:04,120
So comfortably we we surf 3, we
can do 3 per day.

607
00:34:05,920 --> 00:34:11,480
We've done as many this last
weekend we did 4-5.

608
00:34:11,480 --> 00:34:14,440
We.
Did sounds that sounds.

609
00:34:14,520 --> 00:34:17,679
We did 5 on Saturday and 2:00 on
Sunday, so we did 7 for the

610
00:34:17,679 --> 00:34:23,239
weekend in two days.
So it's, it's a big, it's a big

611
00:34:23,239 --> 00:34:26,320
undertaking, but it takes a lot
of planning and forethought and

612
00:34:26,320 --> 00:34:31,440
staff and getting everything
dialed in to where it's kind of

613
00:34:31,679 --> 00:34:35,520
on cruise control, but.
Not yeah, yeah, there probably

614
00:34:35,520 --> 00:34:37,800
isn't really cruise control with
you.

615
00:34:37,800 --> 00:34:40,920
There's maybe sometimes when you
can take your foot off the gas.

616
00:34:41,719 --> 00:34:44,480
A little bit, but we're pretty
full throttle.

617
00:34:44,560 --> 00:34:48,679
Yeah.
So then does winter cool down a

618
00:34:48,679 --> 00:34:52,600
little bit for you?
It does you know your day-to-day

619
00:34:52,600 --> 00:34:56,560
summer fun, vending stuff, the
the farmers markets go away.

620
00:34:58,120 --> 00:35:00,960
You know, we've been a proud
partner doing all the home

621
00:35:00,960 --> 00:35:05,440
Packer games at Tidaltown fourth
season with them.

622
00:35:06,440 --> 00:35:08,640
So it's been, you know, we do
all the home games there.

623
00:35:08,640 --> 00:35:12,440
So that keeps us busy into
January and then corporate

624
00:35:12,440 --> 00:35:15,360
catering picks up.
So Thanksgivings and Christmas

625
00:35:15,440 --> 00:35:22,280
parties and dinners for for
companies and that that rides us

626
00:35:22,280 --> 00:35:24,880
in.
You know, it's, I say it does

627
00:35:24,880 --> 00:35:28,040
slow down, but it's been
trending that it, it hasn't,

628
00:35:28,160 --> 00:35:30,960
it's been, it's been going and
keeps growing so.

629
00:35:31,200 --> 00:35:35,000
Part of that 50% year over year,
that's a pretty good #5 years in

630
00:35:35,000 --> 00:35:38,720
a row, 50% year over year, yes,
that's good.

631
00:35:39,680 --> 00:35:43,760
So another thing I had floating
around in my mind earlier, the

632
00:35:43,840 --> 00:35:48,120
the connection between welder
and pitmaster.

633
00:35:48,400 --> 00:35:51,000
You probably craft your own
pits.

634
00:35:51,000 --> 00:35:55,480
You make your own.
So I was going to it's, there's

635
00:35:55,480 --> 00:35:57,800
more science behind it than
meets the eye.

636
00:35:58,440 --> 00:36:00,520
A lot of people see them and
they're, oh, it's just an old

637
00:36:00,520 --> 00:36:05,240
propane tank.
What I can tell you is our, you

638
00:36:05,240 --> 00:36:09,120
know, our thousand gallon
cookers, they will cook within

639
00:36:09,120 --> 00:36:13,680
5° across 20 feet.
So they're very consistent in

640
00:36:13,680 --> 00:36:17,200
what they're doing and they're
designed and built a very

641
00:36:17,200 --> 00:36:19,640
specific way to to cook what
they're cooking.

642
00:36:21,200 --> 00:36:24,640
So when I dug down that rabbit
hole, I decided I was just going

643
00:36:24,640 --> 00:36:28,760
to buy it.
So we bought pits that are

644
00:36:28,760 --> 00:36:31,000
designed for what they are.
So who made yours?

645
00:36:31,160 --> 00:36:36,520
Ours are primitive pits and our
next ones we got a couple things

646
00:36:36,520 --> 00:36:38,160
in the wings.
We're trying to figure out what

647
00:36:38,160 --> 00:36:40,520
to do.
Part of that is the brick and

648
00:36:40,520 --> 00:36:42,720
mortar space that we've
obviously discussed.

649
00:36:44,040 --> 00:36:47,280
We've built a great relationship
with Red Devil Smokers out of

650
00:36:47,280 --> 00:36:50,000
California.
They've cooked at their

651
00:36:50,000 --> 00:36:51,800
anniversary party the last two
years.

652
00:36:51,800 --> 00:36:54,720
Talk to them weekly.
You cooked at the people who

653
00:36:54,720 --> 00:36:56,440
make the smokers anniversary
party.

654
00:36:56,440 --> 00:36:57,320
Yeah.
OK.

655
00:36:57,360 --> 00:36:59,480
Well, I think that gives a
little tip of the cap to

656
00:36:59,480 --> 00:37:04,080
somebody, right?
So no, they're doing incredible

657
00:37:04,080 --> 00:37:08,400
work out there.
There's a couple different

658
00:37:08,400 --> 00:37:12,160
cookers that we're looking at
without divulging too much

659
00:37:12,160 --> 00:37:17,120
information, but like it's, it's
just as we grow, we keep adding

660
00:37:17,120 --> 00:37:21,000
the equipment that we need.
You know, we're this last couple

661
00:37:21,000 --> 00:37:24,600
weeks of this year, we've, we've
been at Max capacity with what I

662
00:37:24,600 --> 00:37:28,320
have available to cook.
So it's, it's probably, we're

663
00:37:28,320 --> 00:37:31,080
probably at a threshold where we
need to add some more, more

664
00:37:31,080 --> 00:37:33,480
equipment.
And with that, though, you're

665
00:37:33,680 --> 00:37:36,680
trimming more briskets and
wiring, more space and more

666
00:37:36,680 --> 00:37:38,640
equipment and.
Looking for more of those

667
00:37:38,640 --> 00:37:40,160
unicorns that want to come work
for you?

668
00:37:40,160 --> 00:37:42,600
Yeah, yeah.
Well, you even let out a little

669
00:37:42,600 --> 00:37:44,600
kind of nugget in there about
the brick and mortar.

670
00:37:44,600 --> 00:37:46,760
You got a bunch of people
salivating around northeast

671
00:37:46,760 --> 00:37:48,600
Wisconsin now, wondering where
and when.

672
00:37:49,000 --> 00:37:51,720
Where and when?
That's the $1,000,000 question.

673
00:37:51,720 --> 00:37:55,720
You know, it, it started out,
you know, we laugh about it, but

674
00:37:55,720 --> 00:37:58,160
it's, it's become an everyday
occurrence.

675
00:37:58,160 --> 00:38:00,760
And not just once a day.
It's 30 times a day.

676
00:38:01,680 --> 00:38:03,160
When are you guys opening a
restaurant?

677
00:38:03,160 --> 00:38:07,760
And it's I just say it'll happen
when it happens.

678
00:38:07,800 --> 00:38:12,560
We've been patient.
We're at a size in our business

679
00:38:12,560 --> 00:38:16,560
that we can't really downsize
beyond what we're already at.

680
00:38:17,000 --> 00:38:22,680
Even though we're mobile now,
our volume of proteins and

681
00:38:22,680 --> 00:38:25,240
everything that's going on with
the catering side of business is

682
00:38:25,240 --> 00:38:27,400
already at a pretty substantial
level.

683
00:38:27,400 --> 00:38:32,400
So like, I'm looking for a very
specific building per SE, or,

684
00:38:32,560 --> 00:38:36,520
you know, even if we end up
building something, but I want

685
00:38:36,520 --> 00:38:40,440
it to be the right fit.
It's not as simple as just going

686
00:38:40,440 --> 00:38:42,400
into a storefront and cooking
off site.

687
00:38:42,400 --> 00:38:44,720
And I want the pits front and
present.

688
00:38:44,720 --> 00:38:46,760
I want that cutting station
front and present.

689
00:38:47,240 --> 00:38:49,720
I want to be there front and
present and talk to every

690
00:38:49,720 --> 00:38:56,960
customer that comes through.
Yeah, I recently posted a kind

691
00:38:56,960 --> 00:39:00,880
of a, not a catch phrase, but a
motto like craft, culture,

692
00:39:00,880 --> 00:39:03,840
community.
And I really want to focus our

693
00:39:04,000 --> 00:39:06,880
business moving forward through
those three things.

694
00:39:08,360 --> 00:39:11,040
Well, isn't that that's part of
the thing?

695
00:39:11,440 --> 00:39:16,800
That's part of the thing of BBQ,
is gathering around BBQ.

696
00:39:17,120 --> 00:39:19,360
Nobody barbecues to eat it
themselves.

697
00:39:19,400 --> 00:39:21,760
No, can't eat a whole brisket
alone.

698
00:39:22,040 --> 00:39:25,760
Yeah, and I think that's you
have to have that.

699
00:39:25,760 --> 00:39:29,800
And it's funny sitting here
talking about experience in both

700
00:39:29,800 --> 00:39:33,360
of our buddy 335 Chris's space,
you know, the the master of

701
00:39:33,360 --> 00:39:38,080
experience.
It's it's such a huge piece of

702
00:39:38,080 --> 00:39:40,360
it.
And especially when I hear you

703
00:39:40,360 --> 00:39:44,280
say that there's hundreds of
other people that can do brisket

704
00:39:44,280 --> 00:39:47,200
like yours.
What's going to, you know, set

705
00:39:47,200 --> 00:39:49,480
you apart?
Yeah, it's funny to hear.

706
00:39:49,560 --> 00:39:51,960
Think of kind of a full circle
thing too, though, because you

707
00:39:51,960 --> 00:39:55,600
started by saying, you know how
you were smoking in your

708
00:39:55,600 --> 00:39:59,360
backyard and then people said,
oh, you should, you should sell

709
00:39:59,360 --> 00:40:00,680
this.
And now it's people saying, oh,

710
00:40:00,680 --> 00:40:02,640
you need a restaurant.
You need a restaurant.

711
00:40:02,640 --> 00:40:03,880
It does.
What's next?

712
00:40:03,880 --> 00:40:05,880
You need a chain.
You got to turn the.

713
00:40:07,840 --> 00:40:11,400
And I don't know, you know, some
of those people have chains.

714
00:40:11,400 --> 00:40:13,960
And I don't know that that's
ever a route we're ever going to

715
00:40:13,960 --> 00:40:17,400
go down.
And it's mostly because of the

716
00:40:17,400 --> 00:40:22,160
quality and the passion that is
creating what we've already

717
00:40:22,160 --> 00:40:25,840
created.
You know, you can put systems in

718
00:40:25,840 --> 00:40:32,000
place and processes in place,
but without that true heart to

719
00:40:32,000 --> 00:40:35,360
really be creating the best
barbecue that you can, I don't

720
00:40:35,360 --> 00:40:38,360
think what that model moves
forward.

721
00:40:38,640 --> 00:40:42,480
Yeah, well, a craft is a craft
for a reason.

722
00:40:42,720 --> 00:40:47,040
And you know, if you're the
heart of the craft, the more you

723
00:40:47,040 --> 00:40:51,280
try to scale, there's going to
be misses and they're inevitably

724
00:40:51,280 --> 00:40:54,320
that's how life works there.
There's there's going to be gaps

725
00:40:54,320 --> 00:41:00,080
and, and, you know, working
around those things as you scale

726
00:41:00,760 --> 00:41:03,520
is one of the.
Challenges it is.

727
00:41:03,560 --> 00:41:05,440
It's one of the things exactly
what we were talking about

728
00:41:05,440 --> 00:41:08,560
earlier, man.
It's, it's deciding when and how

729
00:41:08,560 --> 00:41:12,600
is the right way that the craft
stays in it.

730
00:41:12,720 --> 00:41:16,360
Because we've always, we've all
been in that place that is, you

731
00:41:16,360 --> 00:41:19,280
know, has turned into a chain or
several locations or whatever.

732
00:41:19,840 --> 00:41:21,840
And yeah, it probably started
good.

733
00:41:21,920 --> 00:41:26,080
But then I would argue that, you
know, they can remove the craft.

734
00:41:27,480 --> 00:41:30,840
This is a it's a chain now
that's the mediocre.

735
00:41:30,840 --> 00:41:32,800
Yeah, absolutely.
Yeah.

736
00:41:32,960 --> 00:41:35,440
And that's OK.
We you need that in some places

737
00:41:35,440 --> 00:41:40,560
the, but I'm cut from a similar
cloth that when I do something,

738
00:41:41,240 --> 00:41:43,880
I want it to be the best I can
do in that moment.

739
00:41:43,880 --> 00:41:47,920
And sure, it's not perfect, but
at that time it was the best I

740
00:41:47,920 --> 00:41:50,280
can do.
And I think if you approach

741
00:41:50,280 --> 00:41:56,440
things with that mindset, that's
why that 50% year over year

742
00:41:56,440 --> 00:42:01,440
growth happens, you know?
You know what it goes down to

743
00:42:02,240 --> 00:42:03,720
just the process on the food
truck.

744
00:42:03,720 --> 00:42:07,400
You know, when we first started,
we were maybe a three, three

745
00:42:07,400 --> 00:42:11,400
minute, you know, ticket time,
adding order out the window,

746
00:42:11,400 --> 00:42:18,440
which is fast for a food truck.
Now we are two to three orders

747
00:42:18,440 --> 00:42:21,720
per minute.
So we're, you know, we've built

748
00:42:21,720 --> 00:42:26,440
that process in the system where
their order is out the window on

749
00:42:26,440 --> 00:42:31,400
a tray, sliced fresh and
prepared sub 30 seconds before

750
00:42:31,400 --> 00:42:32,840
they can even sign the credit
card.

751
00:42:34,000 --> 00:42:36,960
So that's one of those things.
It's it's how you do one thing

752
00:42:36,960 --> 00:42:41,680
is how you do everything.
And it it starts, you know all

753
00:42:41,680 --> 00:42:44,640
the details matter.
I love it, I love it.

754
00:42:45,120 --> 00:42:47,040
What was it?
What's it like?

755
00:42:47,040 --> 00:42:50,480
And that makes me it's a fun
bridge into this question.

756
00:42:50,680 --> 00:42:54,800
You, you have some family help
you have your kids help you and

757
00:42:55,200 --> 00:42:57,560
like, what did that?
What was that like?

758
00:42:57,560 --> 00:43:01,480
Was it an ask or a tell getting
getting that to come along and

759
00:43:01,480 --> 00:43:06,560
what's it like managing that
dynamic with sharing that frame

760
00:43:06,560 --> 00:43:09,000
of mind with somebody?
How you do one thing is how you

761
00:43:09,000 --> 00:43:12,480
do everything.
It's been a like everything is

762
00:43:12,480 --> 00:43:17,920
slow progress, right?
Like it's, you know, me and my

763
00:43:17,920 --> 00:43:22,960
wife work together.
How she does certain things is

764
00:43:22,960 --> 00:43:26,480
not how I do certain things, but
it all gets done at the end of

765
00:43:26,480 --> 00:43:28,920
the day with a high level of
execution.

766
00:43:30,320 --> 00:43:32,560
You know, our son is 13.
He's been working on the food

767
00:43:32,560 --> 00:43:34,440
truck this summer, saving up his
money.

768
00:43:36,280 --> 00:43:41,240
It's a constant reminder of what
we're looking for and why we do

769
00:43:41,240 --> 00:43:43,920
it that way.
And when you explain the why,

770
00:43:44,160 --> 00:43:47,040
they understand it might have to
remind him again.

771
00:43:47,240 --> 00:43:50,400
But like, don't be so blunt to a
customer.

772
00:43:50,400 --> 00:43:55,520
Like it's why we're doing this
this way, you know, in the

773
00:43:55,520 --> 00:43:58,440
business of not only selling
great BBQ, but selling the great

774
00:43:58,440 --> 00:44:02,680
experience, you know, in the
customer satisfaction.

775
00:44:02,680 --> 00:44:07,040
Like we're in the business of
selling BBQ to the customer.

776
00:44:07,040 --> 00:44:10,680
Like they're paying their hard
earned money to to come to us,

777
00:44:11,400 --> 00:44:15,440
not only because the food's
good, but their line experience

778
00:44:15,440 --> 00:44:20,080
was good.
And everything we do is about

779
00:44:20,080 --> 00:44:23,880
them, you know, coming to us and
creating that experience for

780
00:44:23,880 --> 00:44:28,680
them.
So it's just we have great

781
00:44:28,680 --> 00:44:30,640
staff.
Like I can't thank them enough.

782
00:44:30,680 --> 00:44:33,720
It's that's what it's all about.
Yeah.

783
00:44:34,160 --> 00:44:38,360
And in that specific scenario, I
have to think that it's yours

784
00:44:38,360 --> 00:44:42,800
are a little older than mine,
but it, it has to be really

785
00:44:42,800 --> 00:44:51,720
rewarding modeling that frame of
mind and modeling how you care

786
00:44:51,720 --> 00:44:58,040
about things and execute things
at a high level and provide the

787
00:44:58,040 --> 00:44:59,800
type of experience that you're
talking about.

788
00:44:59,800 --> 00:45:03,280
Because that's what we all wish
for our kids, man.

789
00:45:03,280 --> 00:45:08,680
Like whatever, whatever path
they decide to walk down, if

790
00:45:08,680 --> 00:45:11,840
they do it with that frame of
mind, and if they do it with

791
00:45:11,840 --> 00:45:17,000
passion and vigor and care about
what they're trying to do, it

792
00:45:17,000 --> 00:45:18,960
doesn't matter what way they
choose, they're going to be

793
00:45:18,960 --> 00:45:21,160
successful, right?
And that has to be rewarding in

794
00:45:21,160 --> 00:45:23,360
that scenario.
You know, and like Mason, for

795
00:45:23,360 --> 00:45:28,680
instance, it's, you know, I, he,
he talks about taking over the

796
00:45:28,680 --> 00:45:30,280
business someday.
I don't know if he ever will.

797
00:45:30,280 --> 00:45:34,080
I'm not going to force him to.
But it's having that

798
00:45:34,080 --> 00:45:37,320
conversation with the customer,
explaining where the the sauce,

799
00:45:37,320 --> 00:45:40,320
the Pickles and onions, they can
help themselves enjoy the

800
00:45:40,320 --> 00:45:42,840
football game at Lambeau Field.
You know, having that

801
00:45:42,840 --> 00:45:47,320
conversation where you guys come
from today, you know, they

802
00:45:47,320 --> 00:45:49,080
remember that, the customers
remember that.

803
00:45:49,080 --> 00:45:51,120
And when they come back to
Lambeau Field or if they come

804
00:45:51,120 --> 00:45:53,560
back to the farmers market,
they're coming back to us

805
00:45:53,560 --> 00:45:57,280
because of that experience.
And I said, like, if you end up

806
00:45:57,280 --> 00:46:02,000
taking this over, they're going
to remember you taking an extra

807
00:46:02,360 --> 00:46:06,720
few seconds to ask them how
their day was or where they came

808
00:46:06,720 --> 00:46:09,240
from or where they travelled
from to come see us or how did

809
00:46:09,240 --> 00:46:12,920
you hear about us or just just a
little comment and then you

810
00:46:12,920 --> 00:46:14,960
execute it with the great food
on top of it.

811
00:46:15,240 --> 00:46:18,720
It's I was like, those customers
are your customers.

812
00:46:19,080 --> 00:46:21,480
If you're taking this over,
those are your customers too.

813
00:46:21,920 --> 00:46:26,400
Yeah, so.
Yeah, yeah.

814
00:46:26,760 --> 00:46:28,240
Well, and I mean, you're
Pristina, though.

815
00:46:28,240 --> 00:46:30,560
I think of the first time I got
to try the sausage we were

816
00:46:30,560 --> 00:46:33,280
talking about earlier.
You, like, you waved me down at

817
00:46:33,280 --> 00:46:35,280
Title Town.
You said you got something new

818
00:46:35,280 --> 00:46:39,600
and you gave me one to try.
And like, stuff like that is

819
00:46:39,600 --> 00:46:44,080
memorable because, you know, I
don't know why, but very few

820
00:46:44,080 --> 00:46:48,480
people take the extra step.
Yep, you know, super memorable.

821
00:46:48,760 --> 00:46:50,680
I, I want to talk about sauce a
little bit though, because

822
00:46:50,680 --> 00:46:53,880
that's a, you know, that's a
really broad topic in, in

823
00:46:53,880 --> 00:46:57,640
barbecue and it's almost man
for, for pros.

824
00:46:57,640 --> 00:46:59,680
It's probably divisive at some
points, right?

825
00:46:59,680 --> 00:47:01,680
Like what gets sauce, how you
use sauce?

826
00:47:01,680 --> 00:47:04,400
What type of sauce you use?
What's your sauce vibe man?

827
00:47:04,720 --> 00:47:08,240
So we have one sauce.
Yeah, it's bottled and for sale

828
00:47:08,240 --> 00:47:11,280
on the website.
You know, shameless plug, but it

829
00:47:11,280 --> 00:47:15,320
is, you know, the side of our,
our original truck, the the old

830
00:47:15,320 --> 00:47:19,480
big box fan truck.
It says BBQ is not a sauce right

831
00:47:19,480 --> 00:47:24,080
on the side of it, all of our
proteins.

832
00:47:24,560 --> 00:47:30,040
You know, if I say BBQ is not a
sauce because we take all the

833
00:47:30,040 --> 00:47:33,840
time and labor and skill to
craft those proteins.

834
00:47:33,840 --> 00:47:35,760
And if they're done right, they
shouldn't need sauce.

835
00:47:36,280 --> 00:47:39,560
Obviously you're going to have a
rib glaze on ribs and pork belly

836
00:47:39,560 --> 00:47:41,480
burn insurance or sticky candy
goodness.

837
00:47:41,480 --> 00:47:44,400
So like, there's some sauce
involved with it, but all the

838
00:47:44,400 --> 00:47:46,960
proteins that are served are
served sauceless.

839
00:47:47,400 --> 00:47:49,080
If you want sauce, you're free
to add it.

840
00:47:50,120 --> 00:47:54,080
That's my vibe.
What's your sauce modeled after?

841
00:47:54,080 --> 00:47:55,440
There's a million different
kinds.

842
00:47:55,440 --> 00:47:57,040
What would you?
How would you describe yours?

843
00:47:58,680 --> 00:48:02,160
It's like a, I don't want to say
it's just a Texas base.

844
00:48:02,160 --> 00:48:04,880
We're Texas BBQ, you know,
that's what we're focused on.

845
00:48:06,080 --> 00:48:07,640
I don't put a ton of cumin in
it.

846
00:48:07,680 --> 00:48:11,080
I do like a, you know, in Texas
they do a lot of human sauces.

847
00:48:12,760 --> 00:48:17,480
So it's just a, it's kind of a
sweet and smoky got a little

848
00:48:17,480 --> 00:48:20,680
heat on the back end, but it
complements our BBQ really well

849
00:48:20,680 --> 00:48:24,880
with the salt and pepper finish.
The, you know, I have a mustard

850
00:48:24,880 --> 00:48:27,360
sauce that we've did.
Did I serve that to the?

851
00:48:27,480 --> 00:48:29,280
No, I've never seen.
That so we have a mustard sauce

852
00:48:29,280 --> 00:48:35,520
that when I have time, I make
it, but we've we've been trying

853
00:48:35,520 --> 00:48:38,160
to serve that with the sausage.
So like, it's just a nice

854
00:48:38,160 --> 00:48:40,320
accompany to the sausage.
Gotcha.

855
00:48:40,680 --> 00:48:43,360
A mustard sauce that's like a
Carolina 1.

856
00:48:43,360 --> 00:48:45,000
Is that the?
Mustardy one, it's it's

857
00:48:45,000 --> 00:48:48,080
mustardy, yeah.
So it's it's there's actually

858
00:48:48,080 --> 00:48:53,320
ketchup, mustard, brown sugar,
apple cider vinegar in it, all

859
00:48:53,320 --> 00:48:56,040
sorts of spices.
So it's but it's really good.

860
00:48:56,280 --> 00:48:58,200
It's great on pulled pork.
I actually love it on the

861
00:48:58,200 --> 00:49:00,800
brisket.
My favorite bite is a piece of

862
00:49:00,800 --> 00:49:03,520
fatty brisket with the mustard
sauce and our pickled red onion.

863
00:49:03,800 --> 00:49:08,760
OK, that's that's my bite.
OK, my bite's just your brisket.

864
00:49:08,760 --> 00:49:10,280
I don't, I don't sauce your
brisket.

865
00:49:11,520 --> 00:49:14,480
I like, I sauce chicken a lot.
Like I like if, if I'm eating

866
00:49:14,480 --> 00:49:16,840
like some pulled chicken or
something like that, I'll I'll

867
00:49:16,840 --> 00:49:19,320
sauce it.
But I like, I like the spicy

868
00:49:19,320 --> 00:49:20,440
ones, but I'm also watering
right now.

869
00:49:20,440 --> 00:49:22,240
I'm thinking about a good spicy
BBQ sauce.

870
00:49:24,400 --> 00:49:27,200
But yeah, I mean, that's that's
the thing, right?

871
00:49:27,200 --> 00:49:30,240
Like you probably, you probably
when you get into rooms with

872
00:49:30,240 --> 00:49:35,160
people who are at the level you
are of the type of BBQ that's

873
00:49:35,160 --> 00:49:37,800
probably like the fun
conversations, right?

874
00:49:37,800 --> 00:49:41,160
Talking about the little nuance
difference between your sauces

875
00:49:41,160 --> 00:49:46,480
and, you know, really the
details of the craft, right.

876
00:49:47,200 --> 00:49:49,360
Yeah.
You know, when we go to Texas,

877
00:49:49,360 --> 00:49:54,280
it's we've tried.
I don't know a lot.

878
00:49:55,760 --> 00:49:59,480
We've been everywhere and
everybody starts, you know,

879
00:49:59,480 --> 00:50:02,400
there's some fusion stuff
happening within BBQ now where,

880
00:50:02,800 --> 00:50:06,960
you know, there's some Asian,
Asian influence or you know, the

881
00:50:06,960 --> 00:50:10,440
Mexican influence in the Tex Mex
style of cooking.

882
00:50:13,080 --> 00:50:16,040
And there's, you know, there's
German influence that's, you

883
00:50:16,040 --> 00:50:18,000
know, in the sausage making in
Texas.

884
00:50:18,000 --> 00:50:22,320
Like there, there's German
influence in, in the dishes and

885
00:50:22,320 --> 00:50:25,680
in the sausage and just
different, everybody does

886
00:50:25,680 --> 00:50:26,800
something a little bit
differently.

887
00:50:27,800 --> 00:50:30,080
So you can pick up different
flavor profiles.

888
00:50:30,080 --> 00:50:35,280
And you know, a lot of places, I
guess you'd call using BBQ as

889
00:50:35,280 --> 00:50:40,760
the method to cook and, and not
just you're not cooking BBQ, but

890
00:50:40,760 --> 00:50:44,520
you're using BBQ as a method to
deliver a product, right?

891
00:50:44,520 --> 00:50:46,880
So it's it's just a means of
cooking.

892
00:50:47,240 --> 00:50:49,840
Well, that's fitting for BBQ is
not a sauce.

893
00:50:49,840 --> 00:50:58,280
That's why right there yes, two
more things one in well, first.

894
00:50:59,080 --> 00:51:00,240
Well, let's end the episode on
that.

895
00:51:00,240 --> 00:51:03,840
So one fun question I like to
ask people that are around the

896
00:51:03,840 --> 00:51:06,160
the food realm.
I think it's really interesting.

897
00:51:06,160 --> 00:51:09,720
If you could only eat one cheese
for the rest of your life, which

898
00:51:09,720 --> 00:51:16,160
cheese are you picking?
Cheese.

899
00:51:19,000 --> 00:51:23,280
I have to go with some like five
or seven-year age sharp cheddar.

900
00:51:23,600 --> 00:51:27,280
OK, age OK.
What's the method behind it?

901
00:51:27,280 --> 00:51:28,400
Why?
What's your reasoning?

902
00:51:30,440 --> 00:51:34,040
If just eat one if if it's the
only cheese I could eat, it's

903
00:51:34,040 --> 00:51:38,600
just I like to feel the texture.
That's the one you get the most

904
00:51:38,600 --> 00:51:42,080
satisfaction of.
OK, OK, so here's here's where

905
00:51:42,080 --> 00:51:44,440
it gets so interesting, man,
because I agree.

906
00:51:44,440 --> 00:51:48,920
Like if I'm just going to have
like cheese and crackers, man, 7

907
00:51:48,920 --> 00:51:51,880
year sharp cheddar, that's a
cheese and cracker right there.

908
00:51:52,240 --> 00:51:55,920
But so many things in my life I
eat with cheese.

909
00:51:56,040 --> 00:51:59,160
So I have to determine what I
like.

910
00:51:59,320 --> 00:52:02,640
I think about what types of food
I can make with the cheese and

911
00:52:02,640 --> 00:52:06,680
like pizza with seven-year
cheddar, Taco with seven-year

912
00:52:06,680 --> 00:52:07,760
cheddar.
Probably not.

913
00:52:08,080 --> 00:52:11,680
So mine is always Monterey Jack.
That would be my pick because I

914
00:52:11,680 --> 00:52:13,680
can put Peppers in it.
I can make pepper Jack.

915
00:52:13,880 --> 00:52:16,320
Monterey Jack pizza would be OK,
especially if it's like a

916
00:52:16,320 --> 00:52:19,360
flatbed vibe.
I can make tacos with Monterey

917
00:52:19,360 --> 00:52:20,480
jackets.
Versatile.

918
00:52:20,920 --> 00:52:23,920
But it's just one little
question that I like asking

919
00:52:23,920 --> 00:52:27,400
sometimes.
And then since I've gotten to

920
00:52:27,400 --> 00:52:30,320
know you and eating your BBQ a
lot of times, one thing I

921
00:52:30,320 --> 00:52:33,240
noticed is that no matter how
good it is, you're super humble.

922
00:52:33,240 --> 00:52:38,120
Dude.
What is your what's the give

923
00:52:38,120 --> 00:52:41,240
somebody else a shout out?
What is the best barbecue, or

924
00:52:41,240 --> 00:52:46,400
maybe even the best brisket that
you've come across in all of

925
00:52:46,400 --> 00:52:52,400
your BBQ journeys?
Best bite of BBQ has to be a

926
00:52:52,400 --> 00:52:55,720
pork steak at the Burnt Bean
Company in Seguin, TX.

927
00:52:56,480 --> 00:52:58,120
Pork steak, real or?
Steak.

928
00:52:58,960 --> 00:53:01,560
OK, you got to fill me in.
I'm not a huge fan of pork

929
00:53:01,560 --> 00:53:04,120
steak, so how and why was it so
good?

930
00:53:04,120 --> 00:53:07,240
I'm going to make you one.
Yeah, we're going to change your

931
00:53:07,720 --> 00:53:09,840
outlook on pork steak.
OK, OK.

932
00:53:11,120 --> 00:53:14,080
It's just the first time I had
it, I think was two or three

933
00:53:14,080 --> 00:53:17,120
years ago.
Chef Ernest and Dave who owned

934
00:53:17,120 --> 00:53:22,160
Burnt Bean Company in Seguin,
they welcomed us in with open

935
00:53:22,160 --> 00:53:25,760
arms and they said you got to
try it.

936
00:53:25,840 --> 00:53:30,480
So I said, OK, let's do it.
It's one of those bites where

937
00:53:30,480 --> 00:53:36,760
you, you close your eyes and
like really have to experience

938
00:53:36,760 --> 00:53:43,240
the flavour profiles.
Like it's, it's incredible.

939
00:53:43,320 --> 00:53:46,160
Like it's an incredible.
And then you know, the pork

940
00:53:46,160 --> 00:53:47,600
steak is cut from the pork
shoulder.

941
00:53:47,600 --> 00:53:49,560
So like, it's like you're making
pulled pork.

942
00:53:50,480 --> 00:53:52,680
There's different ways to do it.
You can do it on a direct heat

943
00:53:52,680 --> 00:53:54,360
cooker.
You can do it on an offset.

944
00:53:55,480 --> 00:53:58,520
They do them on a higher heat.
You use a mop sauce.

945
00:54:00,600 --> 00:54:02,560
OK, so they mop it.
Interesting.

946
00:54:02,720 --> 00:54:07,240
So it's and it's should be pork
tender but not fall apart like

947
00:54:07,240 --> 00:54:09,480
pulled pork.
That was my immediate question.

948
00:54:09,480 --> 00:54:11,800
What is the texture so it's
slicable?

949
00:54:12,400 --> 00:54:16,160
OK, so you can actually slice it
with a knife and it's but it's

950
00:54:16,160 --> 00:54:18,840
super tender and it's super
flavorful.

951
00:54:20,120 --> 00:54:23,160
OK, interesting.
With with like kind of your

952
00:54:23,160 --> 00:54:26,120
standard or traditional BBQ
sides, it goes well with like

953
00:54:26,120 --> 00:54:28,200
with I'm envisioning like beans
probably he.

954
00:54:28,200 --> 00:54:30,480
Serves his with.
They call it a Shiner rice,

955
00:54:30,480 --> 00:54:32,240
which is a German influence down
there.

956
00:54:33,080 --> 00:54:37,560
So he makes a Shiner rice and
remember if we did it like a

957
00:54:37,720 --> 00:54:40,120
like a ranch potato or something
he served it with but.

958
00:54:41,160 --> 00:54:44,040
OK, so not really traditional
BBQ sides.

959
00:54:44,040 --> 00:54:49,120
Yeah, OK you've you've certain I
I mean I, I'm to the point right

960
00:54:49,120 --> 00:54:51,480
now where anything you cooked,
if you gave me a bite, I would

961
00:54:51,480 --> 00:54:53,080
definitely take a bite of it.
So.

962
00:54:53,760 --> 00:54:56,480
I'm not going to act like, like
for me, that's my, that's my

963
00:54:56,480 --> 00:54:59,720
favorite bite that I've
experienced anywhere.

964
00:54:59,880 --> 00:55:02,720
OK.
And we've talked about the

965
00:55:02,720 --> 00:55:04,360
sausages.
Everybody does something with

966
00:55:04,360 --> 00:55:06,760
sausage and you've.
I've had some really incredible

967
00:55:06,760 --> 00:55:12,960
sausages.
Straight up, man, best brisket.

968
00:55:16,200 --> 00:55:19,160
I'd probably have to give it to
Franklin still.

969
00:55:20,160 --> 00:55:22,160
Franklin's really got brisket
dialed in.

970
00:55:22,160 --> 00:55:26,120
It's just in his own own little
world there.

971
00:55:26,680 --> 00:55:30,400
So it's, and I think part of it
is that experience, like it's

972
00:55:30,400 --> 00:55:33,200
just it's going there waiting in
line for five hours and like

973
00:55:33,320 --> 00:55:36,120
getting a piece of Franklin
brisket is still incredible

974
00:55:36,120 --> 00:55:38,360
brisket.
That and that's usually the

975
00:55:38,560 --> 00:55:42,960
level changer, right?
I think when I think of, I mean,

976
00:55:42,960 --> 00:55:46,200
this whole conversation really,
I think of this place in New

977
00:55:46,200 --> 00:55:48,600
Orleans called Willa Mae's
Chicken.

978
00:55:49,480 --> 00:55:54,520
And you get, you go there and
it's a long line.

979
00:55:54,520 --> 00:55:56,720
They've got the stuff set out
where the, you know, it's going

980
00:55:56,720 --> 00:55:58,480
to be OK.
I'm standing here for two hours

981
00:55:58,480 --> 00:55:59,920
before I get my food or
whatever.

982
00:56:01,560 --> 00:56:05,600
But I, you end up in there and
it ends up being the best

983
00:56:05,600 --> 00:56:09,720
chicken you've ever eaten.
Is it just the chicken or was it

984
00:56:09,720 --> 00:56:11,680
waiting in the line for your
friends?

985
00:56:11,680 --> 00:56:12,480
I.
Think it's all of it.

986
00:56:12,720 --> 00:56:14,760
I think it adds to this.
I think it's the whole

987
00:56:14,760 --> 00:56:18,720
experience.
Yeah.

988
00:56:18,760 --> 00:56:20,480
It's, it has to be, it's part of
it.

989
00:56:20,520 --> 00:56:22,840
It's the, it's the sights.
It's the smell.

990
00:56:23,640 --> 00:56:27,120
You're sitting there smelling
the post oak burning for 4 1/2

991
00:56:27,160 --> 00:56:29,280
hours.
It's you can smell it the whole

992
00:56:29,280 --> 00:56:31,440
time.
And you're just waiting.

993
00:56:31,440 --> 00:56:34,400
And there's another 150 people
in line waiting with you.

994
00:56:35,960 --> 00:56:40,120
You know, we've met people from
Mexico and Argentina and Germany

995
00:56:40,120 --> 00:56:45,760
and all over the world waiting
in line to eat a plate of BBQ.

996
00:56:46,280 --> 00:56:48,920
Like, what's better than that?
It's awesome.

997
00:56:49,360 --> 00:56:53,520
Absolutely.
Yeah, yes, smelling The thing is

998
00:56:53,520 --> 00:56:55,640
kind of visceral right now.
Isn't that the hard part about

999
00:56:55,640 --> 00:56:58,560
being a pitmaster is that BBQ is
not ready till it's ready so you

1000
00:56:58,560 --> 00:57:02,840
can't even sneak bites.
No, you know, and that's one,

1001
00:57:02,880 --> 00:57:05,160
that's one of the hard things of
the experience in the food

1002
00:57:05,160 --> 00:57:09,240
truck.
We can't provide that smell.

1003
00:57:09,240 --> 00:57:13,240
I mean, people still smell the
food, but not having the pits

1004
00:57:13,240 --> 00:57:16,240
front and center and that smell
inside the building is, is

1005
00:57:16,240 --> 00:57:17,960
something that we just can't
present.

1006
00:57:18,960 --> 00:57:21,840
And there's so much more that I
want to do in the restaurant

1007
00:57:21,840 --> 00:57:25,560
setting with BBQ than what we're
doing with the food truck.

1008
00:57:25,880 --> 00:57:27,960
How does that work in a brick
and mortar setting?

1009
00:57:27,960 --> 00:57:29,400
What do you do with all the
smoke?

1010
00:57:29,440 --> 00:57:30,840
Where's it go?
You exhausted.

1011
00:57:30,840 --> 00:57:33,240
So the pits, yeah, the pits are
out, would be outside.

1012
00:57:33,240 --> 00:57:37,160
We'd have a separate pit room
where you know, the, the guests

1013
00:57:37,560 --> 00:57:40,920
would come by the pit room and
we give pit tours and to show

1014
00:57:40,920 --> 00:57:43,080
them how it's cooked and why
we're doing what we're doing.

1015
00:57:45,160 --> 00:57:49,680
If you're fortunate enough to
have a, a pit inside, you do

1016
00:57:49,680 --> 00:57:52,520
have vent hoods.
So like, but the smell still

1017
00:57:52,520 --> 00:57:55,320
permeates.
It's still coming through the

1018
00:57:55,320 --> 00:57:59,040
building and obviously the food
still smells.

1019
00:57:59,040 --> 00:58:01,520
So like that smell is going to
be inside the building.

1020
00:58:02,360 --> 00:58:04,240
Yeah.
I just thought of one last

1021
00:58:04,240 --> 00:58:08,760
question as you were talking
through that I my the moderate

1022
00:58:08,920 --> 00:58:11,000
BBQ skills are on a pellet
grill.

1023
00:58:11,000 --> 00:58:17,680
Am I still a pit master?
Could be, you know, the pit

1024
00:58:17,680 --> 00:58:20,600
master, like I said, it's it
gets thrown around loosely.

1025
00:58:22,680 --> 00:58:25,240
I think if you're a pit master,
you can cook it on anything,

1026
00:58:25,880 --> 00:58:29,640
whether it's wood fire, you
know, that's where I really dove

1027
00:58:29,640 --> 00:58:31,320
in deep was the wood fired
cooking.

1028
00:58:31,360 --> 00:58:35,960
It's, I grew up out in
California and that smell, I've,

1029
00:58:35,960 --> 00:58:37,560
I've mentioned it on other
podcasts.

1030
00:58:37,560 --> 00:58:39,880
That smell permeates through the
downtown area because

1031
00:58:39,880 --> 00:58:44,000
everybody's cooking on red oak
Santa Maria grills outside their

1032
00:58:44,000 --> 00:58:49,040
restaurants.
And that smell is, you know,

1033
00:58:49,040 --> 00:58:52,480
you, you can't replace that.
And once you experience that,

1034
00:58:52,480 --> 00:58:57,320
it's, we really wanted to bring
something special.

1035
00:58:57,320 --> 00:59:00,080
So like, that's what really
motivated me to do what we're

1036
00:59:00,080 --> 00:59:04,000
doing.
Little back back story but like.

1037
00:59:05,000 --> 00:59:08,120
Yeah, it's bring something
special.

1038
00:59:08,120 --> 00:59:09,600
You did, my friend.
Thank you.

1039
00:59:09,600 --> 00:59:12,160
You absolutely did.
It's your food's incredible.

1040
00:59:12,520 --> 00:59:16,440
And yeah, I use the I use the
term pitmaster extremely loosely

1041
00:59:16,520 --> 00:59:18,360
for myself.
You would eat my food, you would

1042
00:59:18,360 --> 00:59:23,560
eat it, but nobody's, nobody's
coming for the experience like

1043
00:59:23,560 --> 00:59:25,600
they do for you.
You know, and it's, it's

1044
00:59:26,960 --> 00:59:29,280
everyday, like I said, it's that
everyday challenge.

1045
00:59:29,280 --> 00:59:34,760
Every piece of wood you put in
the pit makes a difference, and

1046
00:59:34,760 --> 00:59:37,240
every way you trim, every
brisket you handle, every

1047
00:59:37,240 --> 00:59:41,160
brisket you touch, every brisket
you wrap, everyone you slice is

1048
00:59:41,400 --> 00:59:45,120
all different.
So that's the challenge that I

1049
00:59:46,440 --> 00:59:49,520
love about what we do.
Keep doing it, man.

1050
00:59:49,520 --> 00:59:50,800
We can't.
We can't lose it.

1051
00:59:50,800 --> 00:59:53,560
You're the You're the best
barbecue within 500 miles.

1052
00:59:53,880 --> 00:59:55,520
Thank you.
I appreciate that.

1053
00:59:55,800 --> 00:59:58,240
Yeah, means a lot.
Appreciate you, man.

1054
00:59:58,240 --> 00:59:59,400
Thanks for the time.
Thank you.

1055
00:59:59,400 --> 01:00:03,280
Great hearing a bit of the story
and I'll certainly be in line

1056
01:00:03,280 --> 01:00:04,760
again and again.
Sounds good.

1057
01:00:05,200 --> 01:00:06,480
Thanks for us.
We look forward to it.