Why This Texas BBQ Icon Won't Expand Beyond Its Current Locations

The Philosophy Behind Franklin Barbecue’s Decision to Stay Small

In the world of barbecue, expansion often signals success. Restaurants like Terry Black's Barbecue and Hurtado Barbecue have grown from local favorites to multi-location brands, drawing fans from across Texas and beyond. However, not all pitmasters share the same vision for growth. Some, like Aaron Franklin of Franklin Barbecue, believe that expanding their operations could compromise the very essence of what makes their brand unique.

On the Not A Damn Chance! Podcast, Franklin shared his thoughts on the idea of opening additional locations. While he acknowledged that the brand could easily grow, he emphasized that doing so might dilute the quality and authenticity that have made Franklin Barbecue a beloved institution. "Oh we could. It sure would be a bummer though," Franklin said. "I mean it would never be as good, it would make the one we have not nearly as good. It would kill the magic."

The podcast, hosted by skateboarder Neen Williams and Michelin-star chef Phillip Frankland Lee, featured Franklin as a guest on the August 12 episode. The show, which shares its name with a burger created by Williams and Lee in 2021, provided a platform for Franklin to reflect on his journey. From playing music to learning the art of smoking meat, Franklin has built a career that spans decades. He started his operation in 2009 out of an Austin trailer and eventually opened a brick-and-mortar restaurant, maintaining high standards over the years.

Despite his success—including a James Beard Foundation award for Best Chef: Southwest, television appearances, books, and other media—Franklin remains steadfast in his decision not to expand. He explained that the quality of his product is a key factor. "The stuff that we use is not available to anyone but us," he said. Franklin works with a beef provider that supplies free-range cows, but the process of raising these animals is both time-consuming and expensive. "It would take us three years to raise the cows," he noted. "It's cost prohibitive to raise animals and sit on them for two or three years, like from gestation to process to harvest. So that's really expensive."

Beyond the challenges of sourcing quality ingredients, Franklin also considers the training required for new locations. Ensuring consistency across multiple sites would demand significant resources and effort. Additionally, environmental concerns play a role in his decision-making. Maintaining the same level of sustainability and ethical sourcing at a larger scale presents another hurdle.

While Franklin Barbecue hasn’t expanded, the co-founder has diversified his business ventures. He owns Austin’s Uptown Sports Club and Loro, an Asian smokehouse co-owned with Tyson Cole of Uchi. Both restaurants have multiple locations in Austin, Dallas, and Houston. However, these ventures are separate from the core Franklin Barbecue brand, which continues to operate under its original philosophy.

For many, the idea of a small, family-run barbecue spot is more appealing than a chain. Franklin’s approach highlights a growing trend among chefs and restaurateurs who prioritize quality over quantity. By choosing to remain focused on their original location, they preserve the integrity of their craft and maintain a connection with their customers.

As the barbecue scene continues to evolve, the question of expansion remains a topic of debate. For some, growth is inevitable. For others, like Aaron Franklin, staying small is the best way to keep the magic alive.