To many people, Laura Rea Dickey is just a common female name but to a few that have dined and wined at the Dickey’s Barbeque Restaurants, the name reminds them of the young yet innovative CEO that is going against all odds to see her family business thrive. The CEO has been on the realm of the business for slightly over ten years. Over this period, Dickey’s Barbeque Restaurants have changed a lot. According to Laura Rea Dickey one of the major things she has done is to adopt a different advertising model. The innovative CEO who rises from the family says she is touched by the words of one of the renowned British marketers, David Ogilvy.
Laura Rea Dickey says, “David used to say, Encourage innovation but allow change to be our lifeblood because stagnation will be our ultimate death.” Although those are not the exact words that David used, Laura Rea Dickey believes that by basing her advertising campaign under those thoughtful words can ultimately change the face of the family business. True to her words, Laura Rea Dickey has used here powers as a CEO to constitute a team of experts all drawn from the in-house team to study the shopping behavior of clients. The team has come up with recommendations, which have helped Laura Rea Dickey make a sound judgment with regard to the marketing path her family will follow.
After being at the helm of the family business for 10 years, Laura Rea Dickey has effected many changes that have seen Dickey’s Barbeque Restaurant open new branches in new states. Hitherto, Dickey’s Barbeque Restaurants are available in over 550 locations in 44 U.S. states. The family business was founded in 1941 a time when the country had very few eateries. Even with the surge in coronavirus cases, the restaurant is still thriving.