Sonny’s BBQ was once a staple restaurant chain across the Southeastern United States. Known for its authentic southern BBQ flavors, Sonny’s had developed a cult following among barbecue aficionados. However, over the past decade, the popularity of Sonny’s BBQ has waned considerably. What exactly happened to this former BBQ powerhouse?
The History of Sonny’s BBQ
Sonny’s BBQ was founded in Gainesville, Florida by Floyd and Gertrude Sonny Tillman in 1968. Originally a small roadside barbecue stand, Sonny’s quickly found success, allowing the Tillmans to open a sit-down restaurant in 1974.
Throughout the 1970s and 1980s, Sonny’s expanded rapidly throughout Florida. The restaurant won numerous awards and developed a reputation for high-quality, smoked brisket, pulled pork, ribs, and chicken. Sonny’s authentic wood-smoked flavors attracted BBQ fans from all over.
The Peak Years of Sonny’s BBQ
The 1990s and early 2000s were the peak years for Sonny’s BBQ. The chain expanded into neighboring Southern states like Georgia, Alabama, Mississippi, and Louisiana. By the mid-2000s, there were over 100 Sonny’s BBQ locations across the Southeast.
During this period, Sonny’s established itself as one of the preeminent casual dining BBQ chains in the region. They were able to strike a balance between quality, authentic smoked meats and fast, affordable family dining. Each new restaurant opening was an anticipated event for BBQ lovers.
What Led to Sonny’s Decline?
Though it was once the prime destination for smoked brisket and ribs, Sonny’s BBQ experienced a noticeable decline in popularity and sales in the late 2000s and 2010s. What factors contributed to this downward turn?
Increased Barbecue Competition
The barbecue market became significantly more crowded during Sonny’s peak years. Chains like Dickey’s, Dinosaur BBQ, and Mission BBQ expanded in the Southeast. Trendy upstarts like Guy Fieri’s Pig & Anchor and endlessly customizable fast-casual chains like Chipotle and Blaze Pizza provided stiffer competition. With more barbecue options, customers began to look elsewhere.
Menu Stagnation
Though Sonny’s maintained the same core menu items, they were slow to innovate and add the kind of creative, on-trend dishes that intrigued customers. The tried-and-true staples began to feel tired. In comparison, competitors were quicker to add fusion items, embrace food trends, and cater to contemporary tastes.
Real Estate Issues
Many Sonny’s BBQ restaurants were located off highways and major roads in suburban centers. As demographics shifted back towards urban living, these areas became less desirable for restaurants. Additionally, rising real estate costs made optimal locations difficult to obtain.
Perceptions of Declining Quality
On forums and review sites, some customers complained that the food quality at Sonny’s had slipped over the years. The brisket was drier, the sides less fresh. Whether real or perceived, these opinions turned some diners away.
Recent Changes at Sonny’s BBQ
In light of slumping sales and changing tastes, Sonny’s BBQ has implemented several changes in recent years to turn things around:
- Revamped menu – New sandwiches, bowls, and platter options have been added to appeal to modern diners. Creative appetizers and desserts have also been introduced.
- Restaurant renovations – Many outdated Sonny’s locations have been re-designed with a sleeker, more contemporary feel.
- Improved customer service – Complaints of brusque service and long waits seem to have declined thanks to better staff training.
- ** CEO change** – Founder Floyd Tillman passed the company reigns to BBQ industry veteran Jim Lebsack in 2017. Lebsack has refocused efforts on quality ingredients and guest experience.
- Strategic closings – Unprofitable or problematic locations have been eliminated, allowing investment into remaining restaurants.
Is There a Future for Sonny’s BBQ?
While Sonny’s BBQ is unlikely to reach the same towering heights it once held in the barbecue world, there are signs that the efforts to turn things around may be slowly paying off.
A handful of new locations are still opening each year, showing there is still interest in the Sonny’s brand. And reviews and customer feedback seems to indicate the food quality and service has improved. The classic Sonny’s flavors still hold appeal to longtime BBQ enthusiasts.
However, with rising costs and so many competitors in the market, it seems improbable that Sonny’s will return to rapidly expanding like it did back in its heyday. The brand carries nostalgia for many, but likely lacks the innovativeness to attract newer generations of barbecue lovers.
Sonny’s BBQ sits in an awkward middle ground – not quite old-school enough to cash in on retro appeal, but not fresh or adventurous enough to compete with the latest trends. The company will need to find the right balance of preserving tried-and-true BBQ styles while offering modern updates to stay relevant.
Frequently Asked Questions About Sonny’s Decline
Here are some common questions around the fading popularity of Sonny’s BBQ:
Did Sonny Tillman sell Sonny’s BBQ?
Yes, founder Floyd “Sonny” Tillman sold the Sonny’s BBQ chain to a private equity firm in 2017. He passed day-to-day leadership duties to the new CEO Jim Lebsack, but remained involved until his death in 2020.
How many Sonny’s BBQ locations are there today?
As of 2023, there are around 130 Sonny’s BBQ restaurants still operating in Florida, Georgia, Alabama, Mississippi, Louisiana, North Carolina, and South Carolina.
Does Sonny’s BBQ still smoke their meats?
Yes, traditional wood-smoking of meats remains central to Sonny’s BBQ. However, some customers feel the smoker recipes have changed for the worse over time.
What happened to the original Sonny’s BBQ restaurant?
The first Sonny’s BBQ restaurant in Gainesville, Florida opened in 1974 still exists today. It remains popular with University of Florida students and alumni.
Did the quality go down at Sonny’s BBQ?
Opinions differ on whether the food quality declined or if modern competitors simply surpassed Sonny’s. Complaints of poorly smoked brisket and dry ribs have hurt its reputation recently.
The Future of Sonny’s BBQ Remains Uncertain
There are likely still bright days ahead for some Sonny’s BBQ locations, especially stalwart original restaurants in college towns. However, the chain is unlikely to regain the widespread appeal and acclaim it enjoyed during its heyday in the 1990s and early 2000s.
For barbecue purists, a pilgrimage to one of the old school Sonny’s joints still holds appeal. But the emerging generation of barbecue enthusiasts seeking new flavors and dining experiences will likely look elsewhere.
Though once the gold standard of casual barbecue dining, Sonny’s failed to adapt quickly enough to changing tastes and competition. The niche appeal that Sonny’s maintains among devotees means signature items like the Beef Brisket sandwich and Baby Back Ribs aren’t going anywhere. Yet it seems the brand has lost the ability to expand beyond its Southeastern strongholds.
While Sonny’s BBQ is certainly past its prime, it retains a distinctive place in the history of American barbecue. For those who grew up dining on Sonny’s smoked meats, the restaurants invoke nostalgia. And even during the long, slow afternoon lulls, the smell of smoking oak still wafts out alluringly from some of those original pit locations. The future may be uncertain, but Sonny’s legacy remains etched in barbecue lore.