In this episode of Barbecue Catering Smarts, Michael Attias sits down with Dale Lockwood, Owner and Pit Master of Hickory BBQ & Grill.

Dale shares his journey from starting a barbecue catering business during the 2008 downturn to scaling into high-volume operations—including serving up to 1,000 meals per day for a state contract. Along the way, he's built a business rooted in consistency, relationships, and smart systems—all without chasing low-margin work.

Dale breaks down what it really takes to grow a sustainable BBQ catering operation, from leveraging local business networks and referrals, to building a strong sales pipeline through email and CRM systems, to maintaining pricing discipline in a competitive market.

They also dive into the operational side—how documenting recipes, standardizing processes, and training teams properly creates consistency at scale—and why speed of response and professionalism often win the sale before the food is even served.

This episode is packed with practical insights on building relationships, structuring your catering business for profit, and turning one-time customers into long-term revenue streams. Whether you're just getting started or looking to scale, Dale's experience offers a clear roadmap for growth.

Barbecue Catering Smarts is sponsored by CaterZen Catering Software.