WETSU: A Battleship New Jersey Podcast

Episode: The Co-Founder of Mission BBQ's Personal Connection to the Company's Mission

Date: October 22, 2025
Host: Marshall Spevak (B), CEO, Battleship New Jersey
Guest: Bill Kraus (A), Co-Founder, Mission BBQ

Overview

In this inspiring episode, Marshall Spevak welcomes Bill Kraus, co-founder of Mission BBQ, for a wide-ranging conversation about service, patriotism, and finding one’s unique way to give back. Bill shares the deeply personal journey behind founding Mission BBQ, the company’s unwavering commitment to honoring America’s heroes, and how values shape every aspect of their business—from closing on national holidays to playing the National Anthem daily. The episode offers heartfelt perspectives on leadership, sacrifice, and the ties between military service and American communities.

Key Discussion Points & Insights

Bill’s Personal Motivation and Path to Service

• Bill describes his family’s military legacy—grandfather was a soldier, father served in Korea, and the pivotal moment when his eldest son decided to serve.
• He reflects on feeling “embarrassed” for not considering service himself, but soon found profound pride and a calling to make a meaningful contribution.

  “I was going to find my own way to serve and to make a difference in a meaningful way.” – Bill Kraus [04:05]

• The collaboration with his partner Steve Newton was essential, blending Bill’s vision with Steve’s operational expertise to create and grow Mission BBQ.

The Mission BBQ Philosophy

• Opened the first Mission BBQ on September 11, 2011, as a tribute to heroes of 9/11 and all who serve.
• Emphasizing service, gratitude, and patriotism through their business model, which now includes 152 locations and nearly $30 million in charitable giving.

Transition from Corporate to Purpose-Driven Leadership

• Bill reflects on his transformative experience at Under Armour and the drive to pursue something beyond selling sportswear.

  “I wanted to make more of a contribution to society than, quote, selling T-shirts. So this idea of selling pulled pork and promoting patriotism, it inspires us still every day...” – Bill Kraus [04:46]

Lessons from Under Armour and Embedding Values

• Commitment to people, product, and service shaped both Under Armour’s and Mission BBQ’s growth.
• Under Armour was grounded in attitude and self-belief, while Mission BBQ is rooted in emotion and service.

  “Everyone can make a difference because we can all serve…There’s a lot of different ways you can serve and make a difference…” – Bill Kraus [05:48]

Unique Mission BBQ Practices

• The company closes on major holidays to promote family and work-life balance.

  “Why should we expect our teammates to be working on those days? Which is why we close seven days a year.” – Bill Kraus [06:56]

• Every day at noon, all operations pause to play the National Anthem in the restaurant.

  “We shut our kitchens down, everything comes to a halt...because we are free, and we don’t take that for granted.” – Bill Kraus [07:47]

The Power of Teamwork and the Four Pillars

• Employees are called “teammates”—reinforcing an ethos of service and community.
• Four pillars: Teammates, Customers, Community, and Country.

  “Every time somebody walks through the door of Mission Barbecue, we want them to feel like we appreciate their business.” – Bill Kraus [09:06]

Community Engagement and Philanthropy

• Mission BBQ donates food and resources for military ceremonies, community events, and celebrations.
• Connection with Battleship NJ spans catering for various events—emphasizes being present during celebrations and in times of need.

  “It’s who we are and it’s what we do, especially if we can be there in a time of need…food brings comfort as well as it brings people together…” – Bill Kraus [13:35]

Involvement with the Global War on Terrorism Memorial

• Bill’s personal connection—several family members serve in today’s military; the importance of recognizing post-9/11 veterans.
• Progress on establishing the GWOT Memorial in Washington D.C.

  “Someday when they take the uniform off...they could go to Washington D.C. and find this place that speaks to their generation…” – Bill Kraus [14:35]

Guiding Principles for Growth and Sustainability

• Stresses the importance of consistency in values as Mission BBQ expands.

• Decision on new locations hinges on finding the right people and communities that share their values.

• The business operates “one tray at a time”—emphasizing quality and customer appreciation.

  “We’re always just very focused on great people, great food, great service, and great results.” – Bill Kraus [11:32]

Notable Quotes & Memorable Moments

• Finding One’s Own Service

  “I initially was probably embarrassed that I had never considered service. But then I swelled with pride…”
  – Bill Kraus [02:57]

• Higher Calling and Service

  “This job is sort of my higher calling of service. And in that way, I found what you were saying incredibly meaningful.”
  – Marshall Spevak [04:05]

• On Closing for Holidays

  “Their job still fits into their life. Their life doesn’t fit into their job in that regard.”
  – Bill Kraus [06:56]

• Noon Anthem Tradition

  “If it bothers you that much, you can come at 12:02. It’s over. And yet I think you’d have better perspective of American values if you got in there at 11:55...”
  – Bill Kraus [07:47]

• Barbecue Cities

  “We’ve got such incredible respect for Austin, Texas, and the storied history down there, which is why we’ll probably never open down there.”
  – Bill Kraus [19:16]

• American Heroes and Family Pride

  “I’m incredibly proud of our children that have decided to serve and go make a difference because they continue to inspire this old man every day.”
  – Bill Kraus [19:32]

• Spirit of Service

  “It’s just about everybody that I meet that serves…knowing that they all volunteered in that regard is where we want to just do our part in serving them.”
  – Bill Kraus [21:28]

Timestamps for Important Segments

• Bill’s motivation & personal story – [02:57–04:46]
• Insights from Under Armour to Mission BBQ – [05:22–06:35]
• Company values: closing on holidays & daily anthem – [06:56–08:29]
• Mission BBQ’s four pillars & community focus – [09:06–10:46]
• Community partnerships & charitable donations – [11:52–13:35]
• Involvement with GWOT Memorial – [14:05–15:45]
• Choosing causes and impact in local communities – [16:46–17:46]
• Lightning round (Bill’s favorites & role models) – [19:07–20:42]
• Reflection on the spirit of 'WETSU' – [21:28–21:40]

Conclusion

This episode of WETSU offers a rich and authentic look at how a sense of personal duty and gratitude can reshape one’s career—and how a values-driven business like Mission BBQ can change communities across America. Bill Kraus’s journey and leadership exemplify everyday patriotism and underscore the profound impact of “finding your way to serve,” whether in uniform or in business.