Podcast Summary: The Side Hustle Show – Episode 678: "$300k Worth of BBQ Rub on the Side"
Host: Nick Loper
Guest: Chris Gray of BaldBuck.com
Release Date: June 19, 2025
1. Introduction
Nick Loper opens the episode by highlighting Chris Gray's impressive achievement of generating approximately $300,000 annually through a side hustle centered around a barbecue rub he didn't originally invent. Chris’s approach primarily involved rebranding an existing product and leveraging effective marketing strategies to drive substantial sales.
Notable Quote:
Nick Loper [00:00]: “Hey, this guy sells 300 grand a year on the side of a product he didn't even invent.”
2. Origin Story: From Delicious Chicken to Business Opportunity
Chris Gray recounts the genesis of Bald Buck BBQ seasoning. While enjoying a meal with his brother-in-law in Texas—a state renowned for its barbecue—he discovered a seasoning blend that captivated his taste buds. Encouraged by positive feedback from friends and family, Chris recognized the potential to transform this beloved seasoning into a commercial product.
Notable Quote:
Chris Gray [01:08]: “I used it on chicken. Mick and my friends loved it, my family loved it. I started getting requests to like, cater within the family.”
3. Choosing to Sell the Rub Over Opening a Restaurant
Faced with the decision to either enter the restaurant business or sell the seasoning, Chris opted for the latter. He identified that selling the rub would entail lower overhead costs and allow him to maintain flexibility by operating digitally, rather than committing to the significant expenses associated with opening and running a brick-and-mortar establishment.
Notable Quote:
Chris Gray [02:42]: “I chose to go sell the seasoning itself as opposed to opening a restaurant, because the overhead was going to be lower and I could work more digitally.”
4. White Labeling Strategy: Leveraging Existing Products
Chris explains his decision to white label the barbecue rub—a common practice where companies brand existing products under their own label. By partnering with a manufacturer that offered white labeling, Chris was able to create his own brand, Bald Buck, without developing a new seasoning blend from scratch.
Notable Quote:
Chris Gray [03:15]: “I just found out who made it, and then I called them up, and I'm like, hey, can I just white label your seasoning.”
5. Branding and Naming: The Birth of Bald Buck
With assistance from his graphic designer business partner, Chris brainstormed and ultimately settled on the name "Bald Buck." The name not only reflected a personal anecdote—his nickname among friends—but also added a humorous and memorable twist to the brand.
Notable Quote:
Chris Gray [03:26]: “We chose Bald Buck because it was funny. Plus, I'm bald. My nickname of my friends is Buck.”
6. Overcoming Initial Challenges: Handling Bulk Orders
Chris discusses the challenges that arose once he received a large shipment of 5,000 units. This significant inventory placed pressure on him to effectively market and sell the product, as holding onto unsold stock would be detrimental.
Notable Quote:
Chris Gray [04:26]: “I just jumped in. It's kind of like to burn the ships, right? Like, if I buy 300, I'm kind of like, oh, well, I got 300 here. It might work... I buy 5,000, which ended up being over $5,000 or something.”
7. Marketing Tactics: Influencer Outreach and Story-Driven Content
To propel sales, Chris strategically reached out to prominent barbecue influencers, such as T. Roy. By personalizing his outreach and emphasizing mutual connections, Chris secured a feature on T. Roy’s channel, which significantly boosted awareness and credibility for Bald Buck.
Notable Quote:
Chris Gray [07:09]: “I find some cool stuff on Reddit and used it to write purchased products.”
8. Leveraging Social Proof and Evergreen Content
Chris emphasizes the importance of social proof, utilizing influencer endorsements to build trust. The feature on T. Roy’s channel not only provided immediate sales spikes but also served as ongoing social proof that continued to attract customers over time.
Notable Quote:
Chris Gray [07:39]: “We have the video of T. Roy... we use that in several different ways as social proof.”
9. Scaling Operations: From Home to Team
As orders surged, Chris had to scale his operations. Initially managing everything from his home, he eventually expanded by utilizing his grandmother’s shed as a makeshift warehouse and brought on employees to handle packaging and shipping, ensuring efficient order fulfillment.
Notable Quote:
Chris Gray [29:49]: “I have two employees... we do all that in the pool house.”
10. Distribution Channels: Direct Sales vs. Amazon
While Chris initially focused on direct sales through his website, he later expanded to Amazon to tap into its vast customer base. Despite reservations about losing customer data, the trust associated with Amazon proved beneficial for sales, though it came at the expense of owning customer information.
Notable Quote:
Chris Gray [31:27]: “I was against it at first... But I had to go there and put this on Amazon and, man, it sold.”
11. Increasing Average Order Size: Free Premium Gifts
To boost the average order value, Chris implemented a strategy of including high-value free gifts with bulk purchases. By offering items like meat thawing trays or bottle openers as incentives for purchasing multiple seasoning jars, he provided added value that justified higher spend amounts.
Notable Quote:
Chris Gray [37:48]: “If you buy five things of seasoning... you'll get this thing for free... it makes sense to buy the seasoning.”
12. Community Building: Story-Driven Email Marketing
Chris launched a weekly newsletter that goes beyond mere product promotion. By sharing recipes, stories from the barbecue community, and engaging content, he fostered a loyal community around the Bald Buck brand. This approach not only nurtures customer relationships but also opens avenues for monetization through sponsorships.
Notable Quote:
Chris Gray [40:44]: “We're going to do a newsletter out of this. It's going to have a weekly recipe, but it's really an entertainment newsletter.”
13. Leveraging Technology: AI and Tools for Efficiency
Utilizing platforms like Shopify for e-commerce and Beehive for newsletters, Chris optimized his operations. Additionally, he harnessed AI tools like ChatGPT and Claude to enhance content creation and streamline his marketing efforts, underscoring the role of technology in scaling a side hustle.
Notable Quote:
Chris Gray [44:25]: “I use a lot of talking, ChatGPT and Claude. These are AI platforms.”
14. Lessons Learned and Advice for Aspiring Side Hustlers
Reflecting on his journey, Chris advises entrepreneurs to focus on selling rather than getting bogged down by perfection in branding or logistics. He emphasizes the importance of action over procrastination and leveraging proven products to mitigate risks.
Notable Quote:
Chris Gray [56:31]: “If I could go back and tell myself that... everything to sell it, then figure everything else out.”
15. Future Outlook: Embracing AI and Expanding Side Hustles
Looking ahead, Chris is excited about the potential of AI in business, viewing it as a transformative tool that offers numerous opportunities for innovation and revenue generation. He anticipates that his newsletter may become as profitable, if not more, than his current seasoning business.
Notable Quote:
Chris Gray [57:25]: “I think we're in the wild west of it... a lot of different ways to make a lot of money using AI.”
16. Key Takeaways
- Leverage Existing Products: Instead of inventing from scratch, rebrand and market products that already have proven demand.
- Strategic Influencer Partnerships: Personalize outreach to influencers to build credibility and generate social proof.
- Boost Average Order Value: Use free premium gifts to incentivize bulk purchases, providing added value to customers.
- Build a Community: Engage customers through story-driven content and newsletters to foster loyalty and open monetization channels.
- Utilize Technology: Implement e-commerce platforms, AI tools, and efficient marketing software to streamline operations.
- Focus on Action: Prioritize selling and scaling over perfecting every aspect of the business from the outset.
17. Final Thoughts
Chris Gray's journey with Bald Buck BBQ rub exemplifies how strategic branding, effective marketing, and leveraging existing products can transform a side hustle into a substantial revenue stream. His insights offer a blueprint for aspiring entrepreneurs looking to enter the direct-to-consumer space without bearing the full brunt of product development.
Listener Bonus:
For additional inspiration, listeners are encouraged to download a list of 20 hobby-related niches available via the show notes, providing a springboard for their own side hustle ideas.
Connect with Chris Gray:
Visit BaldBuck.com and follow Chris on his social media platforms to stay updated on his latest ventures and offerings.
This summary captures the essence of Episode 678, providing actionable insights and showcasing Chris Gray's effective strategies in turning a side hustle into a thriving business.