American family-owned barbecue restaurant chain Dickey's Barbecue Pit has inaugurated its first location in Oaxaca de Juárez, Mexico.  

The Oaxaca de Juárez store, spearheaded by local entrepreneur and franchisee Jonathan Rosas Blanco, is a key step in Dickey's plans to increase its presence in vital Mexican markets such as CDMX and Monterrey. 

The launch was commemorated with a three-day opening event that showcased Dickey's flavours and hospitality.  

The festivities included an opening offer: a Dickey's Classic Pulled Pork or Marinated Chicken Breast Sandwich for just 99 pesos ($4.86).  

Dickey’s Capital Group CEO Roland Dickey Jr said: “We’re honoured to bring authentic barbecue to Oaxaca de Juárez and support passionate entrepreneurs like Jonathan as he spearheads our expansion into Mexico. 

“The energy and excitement around this opening show that there is a real appetite for our brand’s flavours and traditions.” 

The significant move marks a new chapter in the brand's international expansion strategy.  

The local franchisee behind the Mexico expansion, Jonathan Rosas Blanco, said: “We are beyond excited to bring our beloved Texas-style barbecue to Oaxaca de Juárez, with more expansion planned in the coming months. 

“It is a privilege to introduce the community to Dickey’s rich history, quality food and warm hospitality. This is just the beginning of our journey in Mexico.” 

In November 2024, the brand introduced a selection of holiday catering and pre-order meal options designed to add convenience and flavour to 2024’s festive gatherings.   

The Complete Feast from Dickey’s allows guests to bring home the essence of the brand’s traditions with choices such as Spiral Cut Ham, Smoked Turkey, Cajun Turkey and Prime Rib.