Marketing lessons from Dixie's BBQ

Are you ready to "Meet the man?" Marketers can learn a thing or two from Dixie's BBQ of Bellevue. This Eastside restaurant generates beau coup buzz.

Written Apr 16, 2008, read 311 times since then.

One of my favorite quotes of late is “Advertising is the tax you pay for being unremarkable,” credited to Robert Stephens, founder of Geek Squad at the Ad Age Idea Conference.

I doubt Gene Porter from Dixie’s BBQ in Bellevue, WA has an advertising budget, nor does he need one.

Dixie’s is Seth Godin’s Purple Cow. It’s the company Andy Sernovitz challenges every organization to become in his book, Word of Mouth Marketing.

But Porter didn’t need a marketing consultant to teach him how to create one of the most talked about lunch places around.

How it started

Originally an auto repair shop, rumor has it Porter started doing New Orleans style BBQ for the men and women building the 520 bridge. He realized he was on to something and quit fixing cars and started doing BBQ full-time. My CPA remembers it well. He showed up with his Honda for service and discovered he could buy a great BBQ sandwich, but he couldn’t get his car fixed.

The old shop is still the main location for Dixie’s, and the line begins to form at about 11:15. The wait can be long, but it’s usually pretty entertaining. Porter is a charismatic man, to say the least. He can be the sweetest guy you’ve ever met, or can scare the hell out of you. He poses for pictures with patrons and has a, dare I say, charming side. He’ll also pull you out of line and force you to put a pin on one of the many maps indicating where you are from. Cut in line, even if you are meeting a friend, and he’ll throw you out. Park your car wrong in Dixie’s tiny lot, he’ll cuss you out, take your keys, and move it himself.

People in line all buzz about the place, but most are nervously trying to determine their order before it’s their turn in line. The Soup Nazi has absolutely nothing on the staff at Dixie’s. Bumble through your order and you’ll be ripped a new one. They’ve softened up a bit, but regulars know to get their order straight before their turn.

Have you met “The Man?”

It’s the question Dixie’s regulars ask the uninitiated before they tell them about Dixie’s. Given the force of Porter’s personality, you’d think he was the star of the show. He’s a supporting actor. “The Man” isn’t a person. It’s the unbelievably hot “Man Sauce” that Porter carries around in a crusty pot that looks like its been brewing on the stove for a decade. Only the Good Lord knows what he has in there.

Porter will take the tip of toothpick or fork and get a tiny amount of the sauce, then apply it to your BBQ sandwich. “The Man” is so potent, so incredibly strong, that the tiniest amount is more than enough for people who love their food hot. A little too much, and grown men won’t be able to finish their sandwich. The heat comes on strong and keeps on coming. The only thing that seems to cool it off are the free peanuts dotted around the restaurant.

You think you know hot?

On one occasion, I saw a man challenge Porter on the heat of “The Man.” He was an out-of-towner that “knew BBQ” and “knew hot.” You could have heard a pin drop. Everyone knew a smackdown of epic proportions was coming. And come it did. Porter destroyed him verbally, gave him just a little extra of “The Man,” and then have him take a big bite. The poor S.O.B. picked the wrong person to challenge. His face turned beet red, his eyes watered, and he left with his friends in a big hurry, I assume to the E.R.

Honestly, I think they should have everyone sign a waiver. Seriously.

Built for word of mouth

Dixie’s walls are covered with the aforementioned U.S. and World Maps. One fills up, they get a new one. They’ve had to retire maps when the concentration of the pins was so dense you couldn’t add another. They are also covered with pictures of people who have visited and taken pictures from their experience. Take a picture with Porter and he’ll remind you to bring a copy and hang it up. Two or three times.

He’s a natural marketer, and I’ve often wondered how much of his bluster is real or if he realizes he’s really in show business. I certainly don’t have the nerve to ask him myself.

I do know this much: Dixie’s doesn’t have the pay a tax for being unremarkable.

Do you know a remarkable company? A company that you just can’t not talk about? I’d love to hear about it.

Reply here on Biznik, or on my original blog post.

Learn more about the author, Patrick Byers.

Comment on this article

Posted by Elizabeth Rightor MA MEd, Seattle, Washington | Apr 24, 2008

Patrick,

I have "met the man", and you are right, I don't think he does much, if any, advertising. Your article reminded me that if you are truly remarkable, word of mouth will work for you. Thanks for your insight.

Elizabeth

Live, Laugh, Love--Boldly
Posted by Nancy Juetten, Bellevue, Washington | Apr 24, 2008

Great article, Patrick.

I "Met the Man" a number of years ago while taking a copywriting course at the School of Visual Concepts. That was 10 years ago, and I still remember that crusty old pot filled with "hot." Porter looked me right in the eye and dared me to "Meet the Man." I did, and I will forever associate good Bar-B-Q with Dixie's.

Remember Frank Purdue of Purdue's Chicken? The tag line was "It takes a tough bird to make a tender chicken." Frank's craggy face was right on the package. If Frank Purdue could differentiate dead poultry, and if Porter can set his Bar-B-Q apart with his particular brand of "hot," , just think about we all can do to make our own products and services memorable. That is most definitely food for thought.
Posted by Jeff Collins, Seattle, Washington | Apr 24, 2008

I have brought a dozen people to meet the man. One of my friends was putting tabasco on his sandwich when Porter yelled at him, "Boy, put that ketchup down." My friend soon met the man and was sweating profusely.

Another gentleman I brought was from Africa where he had grown up eating spicy food. Porter came over to our table and after I declined saying I never wanted to meet the man again, he put a dabble on my friend's sandwich. My friend told him to keep it coming. Porter put down a spoonful. My friend beckoned for more. He got another spoonful. When my friend told him to keep it coming, Porter slapped on a third spoonful in disbelief as if he had never been challenged before.

When my friend mixed it all in and took a big bite without being fazed in the least Porter almost bowed down. It was as if he had met a kindred spirit. My friend soon had his pin on the map. That was quite a day.
Posted by Debbie Lacy, Seattle, Washington | Apr 24, 2008

Great real life example of brilliant marketing! There's a similar place in Mukilteo called Grouchy Chef -- gourmet food, most dishes under $10, prepared and served by a proud Japanese man with a word-of-mouth reputation that draws a crowd at his door from the time he opens at 11am. No substitutions. Cash only. No tipping. He has very entertaining hand-written signs like this one in the restroom: "No smoking. If you burn down my place, I'll see you in hell."

The Inspired Life: You can get there from here.
Posted by Chris Haddad, Seattle, Washington | Apr 24, 2008

I've never met the man, but that was a heck of an article. =-)
Posted by Eric Anderson, Seattle, Washington | Apr 24, 2008

I've met the man. I can just hear Porter's response if you asked him "do you advertise". "Advertise! what the hell do I need to advertise for! Look at this place, it's packed."

Not exactly a scaleable business mode, but damn I love the brisket.
Posted by Karin Edwards, Portland, Oregon | Apr 24, 2008

Great story!!! There's a Thai place in Portland called Sivalai where the owner has that sort of charisma. I've heard that "Jose' the Thai guy" is a former Buddhist monk. Jolliest soul you will ever meet. He learns the name of everyone who comes in, and remembers it even if you haven't been in for months. Free spring roll and mango sticky rice for the table to share, and unlimited Thai iced tea and Thai coffee on the house. Jose' loves to make people laugh - he will give a little shimmy and snap his fingers with just the right zest to bring a smile to your face. And if you happen to ask where the restroom is, he will dance you right over to it, spinning you around and around.

http://www.sivalaithai.com/
Posted by Joe Kennedy, Bellevue, Washington | Apr 25, 2008

Great article Patrick! I liked the Robert Stephens quote, but we all know that the Geek Squad definitely does advertise. I have never looked at advertising as a tax, but as a very important facet of many things a company should do to get as much business as possible.

I've also met the man and enjoy the experience each time. I like to go there on a nice day and sit on the patio. As a BBQ lover, I do prefer the brisket at Three Pigs much better. They don't cook their meats in the sauce, so you can actually taste the meat. There sauces are very good as well.

Hair Farmer Joe
Posted by Blaine Millet, Redmond, Washington | Apr 25, 2008

Yes, I too have met the man - only this is a good reminder that it has been a while. I will have to plan to go back. I love spicy food but "The Man" definitely has the extra "kick." Has to be a habanero base (hottest pepper around in my opinion but very tasty).

Anyway, being in the customer experience business I couldn't agree more - word of mouth marketing is KING. However, one thing I would add is that it is usually the "customer experience" that creates the positive word of mouth more than the product. Invest in the experience and you can reallocate a lot of wasted marketing dollars to better uses, such as building more loyalty with the best customers you already have - just a thought.

Thanks for the reminder - have to visit Dixies again soon.

Blaine Millet - Customer Experiences Inc.
Posted by Amanda Predmore, Sammamish, Washington | Apr 30, 2008

I've not met the man... my husband has though and while I'm not a fan of too much spice (I like to enjoy my food!) I am curious to at least catch a glimpse of the show. Great article Patrick, thanks for the invitation to review. I look forward to future articles and if I do experience a great company that has achieved the all to uncommon practice of great word-of-mouth marketing based on crazy out of the box antics... I'll be sure to pass it on!
Posted by Cynthia Ulrich, Redmond, Washington | May 01, 2008

I soooo enjoyed your perspective, Patrick. I've not met the man, but witnessed my fiance (now husband) meet the man...and the meeting did not go well.

The poor bloke was very hungry, got half the sandwich down when, well, how can I say?...."my man" ran for the bushes and lost "the man".

I often wonder what part his urge to impress me played in his choice to chow down on the beef-'n-lava sandwich. The good news? Dixie's and the man played a pivotal, positive role in our budding relationship.

You've motivated me to review my true identity and how injecting more of "me" into my business can increase visibility, viability and the bottom line. Best regards! Cyndie Ulrich Ulrich Consulting, Public & Media Relations