Dickey’s Barbecue’s new CMO
Steve’s breakdown: For a 520 location restaurant chain, they don’t do a lot of advertising. Maybe the new CMO will turn up the heat on marketing.
DALLAS, TX: Dickey’s Barbecue Restaurants, Inc. is pleased to announce Diana LaRocca has been appointed to the role of Chief Marketing Officer. LaRocca previously served as the Vice President of Marketing for Dickey’s.
Originally from San Antonio, LaRocca is a seasoned marketing, communications and sales professional with nearly 30 years of experience. In her new role, Diana will lead the national barbecue chain’s marketing team, driving the overarching brand and marketing strategy to support the quickly growing franchise, now at more than 520 locations in 43 states. Her responsibilities include creating and implementing effective national marketing campaigns, expanding the brand through innovative digital and social media campaigns, and supporting the franchise network through the newly expanded local store marketing department. With Dickey’s unique combination of rich history and current/future expansion, Diana also oversees marketing research, business segment profitability and public relations.
LaRocca previously served in leadership roles directing marketing, communications and training for companies including Capital One, Legacy Texas Bank and Guaranty Bank. She received her degree from Stephen F. Austin State University with a Master’s Certification from the University of San Francisco.
“The Dickey family is thrilled to welcome Diana to the role of CMO,” says Roland Dickey, Jr., CEO of Dickey’s Barbecue Restaurants, Inc. “Diana is highly qualified for this role and after joining Dickey’s as the VP of Marketing, we know she is the right fit to fulfill the role of CMO and we look forward to her lending her talents in creating innovative and effective campaigns.”
“This is an exciting time for the Fast Casual industry and especially for Dickey’s as the chain continues to rapidly expand. I have been a fan of Dickey’s for over 25 years and I’m looking forward to my role as CMO for the nation’s largest barbecue chain,” said LaRocca.
About Dickey’s Barbecue Restaurants, Inc.
Dickey’s Barbecue Restaurants, Inc., the nation’s largest barbecue chain was founded in 1941 by Travis Dickey with the goal of authentic slow smoked barbecue. Today, all meats are still slow smoked on-site in each restaurant living up to the company tagline, “We Speak Barbecue.” TheDallas-based family-run barbecue franchise offers a quality selection of signature meats, home style sides, tangy barbecue sauce and free kids’ meals every Sunday. The fast-casual concept has expanded to over 520 locations in 43 states. Dickey’s was recognized for the third year by Nation’s Restaurant News as a “Top 10 Growth Chain” and by Technomic as the “Fastest-growing restaurant chain in the country.” For more information, visit www.dickeys.com or for barbecue franchise opportunities call 866.340.6188.