Dickey’s Kicks Off Barbecue Month with Deals & Burnt Ends Challenge

Barbecue lovers can win big by showcasing their brisket creativity in celebration of National Brisket Day on May 28 

 May is National Barbecue Month, and Dickey’s Barbecue Pit, the world’s largest barbecue restaurant brand, is bringing the heat with limited-time retail promotions and a flavorful new campaign: the Rancher’s National Brisket Day Photo Challenge, launching just in time for National Brisket Day on May 28, 2025. 

In partnership with Rancher’s Premium, Dickey’s invites fans across the country to show off their grilling skills and love for bold Texas-style barbecue — especially the star of the season: Rancher’s Premium Brisket Burnt Ends Sausage. 

“This is more than a celebration — it’s a call to barbecue lovers everywhere,” said Laura Rea Dickey, CEO of Dickey’s Barbecue Restaurants, Inc. “We’re excited to see how folks get creative and bring their passion for brisket to life through this fun challenge.” 

How to Enter the #BurntEndsBash Photo Challenge: 

1. Take a Photo – Snap a sizzling photo of Rancher’s Premium Brisket Burnt Ends Sausage in action — grilling, plating, slicing, or savoring that first juicy bite. 

1. Post It – Share your photo on Instagram or Facebook. 

1. Tag & Hashtag – Tag @RanchersPremium and use #BurntEndsBash and #NationalBrisketDay. 

Bonus Points: 

• Get creative with sides, buns, or bold brisket-themed plating. 

• Show your “smoke game” if you’re firing up the grill. 

• Include family, friends, or even pets if you’re hosting a backyard barbecue bash. 

Prize:
The best photo wins exclusive Rancher’s Premium Grilling Merch — and a full month’s supply of Brisket Burnt Ends Sausage. 

“We created our retail line to bring restaurant-quality barbecue to home kitchens and grills,” said Roland Dickey, Jr., CEO of Dickey’s Capital Group. “This challenge is a great way for people to celebrate the art of barbecue and the flavor of our brisket sausage.” 

Dickey’s award-winning retail products, including smoked sausages, St. Louis-style ribs, and signature sauces and rubs, are available in major retailers such as Walmart, Kroger, and Grocery Outlet — just in time for your National Barbecue Month celebration. 

“Barbecue is all about flavor, family, and fun,” added Shayla Partusch, Vice President of Purchasing and Retail at Dickey’s Barbecue Restaurants, Inc. “This photo challenge brings all of that together — plus, who wouldn’t want a month’s supply of our fan-favorite brisket sausage?” 

For full challenge details, prize info, and official rules, visit: www.rancherspremium.com/brisket-photo-challenge 

Celebrate National Barbecue Month the right way — with big flavor, burnt ends, and bold creativity from Dickey’s Barbecue Pit and Rancher’s Premium.
 

About Dickey’s Barbecue Restaurants, Inc. 

 

Founded in 1941 by the Dickey family, Dickey’s Barbecue Restaurants, Inc. is the world’s largest barbecue concept and continues as a third-generation family-run business. For more than 80 years, Dickey’s Barbecue Pit has served millions with its signature Legit. Texas. Barbecue.™ Slow-smoked over hickory wood-burning pits, Dickey’s barbecued meats are paired with a variety of Southern sides. Committed to authentic barbecue, Dickey’s never takes shortcuts — because real barbecue can’t be rushed. 

With more than 800 restaurants across eight concepts in the U.S. and several countries, Dickey’s Barbecue Franchise and Dickey’s Restaurant Brands continue to grow under the leadership of Roland Dickey Jr., CEO of Dickey’s Capital Group, and Laura Rea Dickey, CEO of Dickey’s Barbecue Restaurants, Inc. 

Dickey’s has been recognized on Newsweek’s 2022 “America’s Favorite Restaurant Chains” list, Nation’s Restaurant News 2024 top fast-casual brands for value, and USA Today’s 2021 Readers’ Choice Awards. The brand has also ranked in the Top 20 of Fast Casual’s “Top 100 Movers and Shakers” for four of the past five years. Additional accolades include Entrepreneur’s Top 500 Franchise and Hospitality Technology’s Industry Heroes list. The brand has been featured by Fox News, Forbes, Franchise Times, The Wall Street Journal, and People Magazine. 

For more information, visit www.dickeys.com. For franchise opportunities, visit www.dickeysfranchise.com.