500+
locations outfitted with a complete uniform reset nationwide
5,000+
employees dressed in new branded uniforms over a 3-year program
Winners
competitively won selected over multiple firms based on design and large-program track record
The Challenge
When Dickey’s BBQ Pit embarked on a full interior redesign across its 500+ franchise locations, it knew the restaurant’s walls weren’t the only thing that needed a new look. The entire employee experience, from the grill master to the front counter — needed to reflect the brand’s bold, authentic Texas BBQ identity.
The challenge was significant: design a complete uniform program that worked across every role in the restaurant, launch it consistently across hundreds of locations simultaneously, and build a procurement system that corporate operations could actually manage long-term.
Multiple vendors competed for the contract. BLP won it.
Our Approach
BLP’s creative team designed a comprehensive uniform system built around Dickey’s distinct brand personality — bold, Western-inspired, and unmistakably Texas:
- Plaid cowboy-style workshirts for front-of-house staff
- Signature “Grill Master” shirts for kitchen leadership
- T-shirts, kitchen aprons, and standard crew aprons for full team coverage
- Branded hats to complete the head-to-toe look
Corporate Operations managed the rollout through a dedicated procurement storefront BLP built and supported — giving headquarters full control over ordering, inventory, and brand consistency across every franchise location. Several locations beta-tested the new uniform reset alongside the interior redesign before the full system-wide launch.
From there, BLP coordinated a phased delivery — announced and launched on a specific date, then fulfilled across hundreds of locations over several weeks with the precision a national franchise program demands.
Solution & Outcome
Over a three-year program partnership, BLP outfitted more than 5,000 Dickey’s employees across 500+ locations nationwide — every uniform on-brand, on-time, and ordered through a centralized procurement platform that eliminated the chaos of location-by-location sourcing.
The result was more than a wardrobe refresh. It was a brand reset that showed up in every restaurant, on every shift, in every city — giving Dickey’s the visual consistency that a growing national franchise demands and a scalable ordering infrastructure that corporate operations could manage with confidence.
