Nestled in the heart of the town square of Lancaster, Texas outside of downtown Dallas, HUG BBQ serves traditional Texas barbecue with a Soul Food twist. The restaurant atmosphere is a beautiful rustic setting located inside a building built in the early 1900s. With exposed brick walls, tin ceilings and original oak floors, Chef-Owner Dwayne Holder has not installed any TVs. He wants to be sure his customers can experience old fashioned community by reviving the art of conversation at picnic table seating while enjoying hand-crafted meals of great food.
With his faith and family by his side, Holder has found success by being true to his purpose and sharing his passion for flavorful cooking with guests who live nearby and travel from afar. For Holder, his restaurant isn’t just a business, it is the fulfillment of a mission. Below are highlights from our conversation.
Does your menu reflect any ingredients or dishes from your family heritage?
My family is from Barbados in the Caribbean, and I grew up eating delicious foods prepared by my mother, grandmothers and aunts. Tastes from my heritage can all be found in many of our recipes including the HUG Brisket Burger and Pulled Pork, Corn Elotes roasted in our smoker and served with our specialty whole Shabang seasoning topped with parmesan and Tajin or our tangy, creamy classic coleslaw that will do cartwheels in your mouth.
Tell us about your journey from volunteer cook to caterer to restaurateur.
Cooking has always been a passion of mine and from an early age I realized I had talent in the kitchen. Wanting to bring my skills to what I believe is my bigger purpose, I started partnering with ministries to help feed the homeless living at the local encampments. We expanded this concept to a drive-thru model helping other ministries and nonprofits and when we were offered this space, we took a leap of faith and feel blessed by our success.
What role do your family members play in your business operations?
On opening day, my aunts flew down from New York City to become my staff because we had none at the time. My mother-in-law greets, serves and rings up customers and is also our in-house pudding maker. All four of my kids take an active role in operating the restaurant with various tasks. Our staff is committed and every single person working with us is like family.
Do you have a social impact or community giving program?
We have partnered with Adult & Teen Challenge of Dallas providing employment opportunities for men in their rehabilitation program and regularly donate food to the facility. Believing we are a ministry masquerading as a business, we want to be sure that no one walks out of our restaurant hungry and will provide meals for the homeless when they walk through our doors.
Has influencer marketing played a role in your growth?
Yes. After Bigdawg.tv came in and posted a reel on our restaurant, our business literally doubled overnight. It actually took a few weeks to adjust to the influx of customers, but we moved quickly to put new systems in place while maintaining our high quality of food and customer service excellence.
What is next for HUG BBQ growth plans?
In the future, we hope to have more locations in the DFW Metroplex including a food truck, too. Additionally, we will be launching our own branded line of seasonings, sauces and sausages into retailers around the nation and are talking with a local rancher about using their beef to be prepared with our pre-smoked recipe for them to sell in their store. Stay tuned.
What is your top tip for aspiring restaurateurs?
Just do it. If you never get started there is no way you will ever succeed. Step out in faith and take a chance and don’t let the fear of failure stop you. Hold your core values close and don’t stray from them because those beliefs are what will get you through the most challenging times. Also, don’t let your pride interfere with your leadership. If something isn’t working, don’t be afraid to change it.
Tenyse Williams is an award-winning Brand Strategist, an Adjunct Instructional Specialist at Columbia University and George Washington University, and Founder & Chief Communications Officer of Verified Consulting, leading a team of digital marketing professionals amplifying awareness for their clients. Follow her on LinkedIn.
