When a Franchise Becomes a Legacy: MJ Breaux, Shaun Connell, and the Story of Dickey’s Mesquite

In the franchise world, an owner stepping away from their business is often seen as an ending – an exit, a failure, a change in course. But for MJ Breaux, it was something else entirely. After 17 years of running the first-ever franchised Dickey’s Barbecue Pit location in Mesquite, Texas, MJ didn’t walk away. He passed something on. 

  

What he handed over wasn’t just a restaurant, it was a legacy. And for entrepreneur Shaun Connell, who took the reins in 2025, it was a responsibility he didn’t take lightly. 

  

“Some people assume that when a franchisee moves on, it’s because things didn’t work out,” says Laura Rea Dickey, CEO of Dickey’s Barbecue Restaurants, Inc. “But MJ’s story is proof that sometimes, you step away because the mission was accomplished and it’s time for someone else to carry it forward.” 

  

From Customer to Champion: MJ’s Barbecue Journey 

 

MJ Breaux’s introduction to Dickey’s Barbecue was as a customer back in the late ‘90s. Drawn in by the food and the family atmosphere, he became a regular. A decade later, he went all in by purchasing the Mesquite location in 2007. At the time, it was underperforming and far from the spotlight. But MJ saw potential. 

  

“I just believed in it,” he says. “I loved the food, the people, the experience. And I thought, if we do things right, if we serve great food and treat people well, this could be something special.” 

  

He was right. 

  

Over the next 17 years, MJ led the store to become the #1 freestanding Dickey’s Barbecue Pit in the country. He did it by focusing on consistency, connection, and community. 

His approach to leadership was people-first. He cultivated a team culture rooted in transparency and trust, and he built genuine relationships with customers. The result was more than just financial success—it was a business that became part of the fabric of Mesquite. 

  

“For the last five months I ran it, we were up double digits year-over-year,” MJ says. “That kind of loyalty? That comes from people feeling seen and cared for.” 

  

But in 2024, MJ made the difficult decision to step away. Not because the business was struggling, but because he and his wife, his longtime business partner, were ready for a new chapter. 

  

“It was a family decision,” MJ explains. “We gave it everything we had for 17 years. Now it’s time to focus on our family in a new way.” 

  

The Power of a Thoughtful Transition 

Enter Shaun Connell, a DFW-based entrepreneur known more for systems and strategy than slow-smoked brisket. Shaun built his career in digital publishing, investing, and financial education. He’s not your typical franchisee and that’s exactly what made the opportunity so powerful. 

  

After moving to Texas, Shaun became a frequent customer at Dickey’s. What started as casual takeout became something deeper. He saw a business model that checked all the right boxes: community-oriented, product-driven, and built for scale. 

  

“When I looked at Dickey’s, I saw more than a restaurant. I saw a platform,” he says. “A vehicle to create value, jobs, impact. But I also saw legacy. Especially at Mesquite.” 

  

The Mesquite store was Shaun’s first acquisition in what would become a four-location portfolio across the Dallas-Fort Worth area. But taking over MJ’s store wasn’t just a business deal, it was a handoff. And for Shaun, it was important to respect the foundation that had been laid. 

  

“MJ built something incredible,” Shaun says. “My job isn’t to reinvent it. It’s to honor it, sustain it, and grow from it.” 

  

Scaling the Legacy: One Store, Four Visions 

Today, Shaun operates four Dickey’s Barbecue Pits: Mesquite, Bedford, Garland, and Waxahachie. Each store represents a different opportunity and challenge. 

• Mesquite remains the flagship, a 30-year legacy location that just celebrated its anniversary with over 1,000 community members attending. 

• Bedford is a full reset, with Shaun treating it as a ground-up rebuild focused on leadership and local visibility. 

• Garland and Waxahachie are longer-term projects centered on rebuilding trust, brand awareness, and community roots. 

  

“Each location is like an experiment,” Shaun says. “We test different systems, strategies, marketing approaches. I want to use data to make smart decisions but never at the expense of the human side.” 

  

That blend of heart and hustle is what connects Shaun to MJ, despite their different paths. While MJ built the Mesquite store with grit, hospitality, and hard-won relationships,  

  

Shaun is bringing systems thinking, scale, and a sharp eye for operational excellence to the table. 

  

“MJ made the Mesquite store beloved,” says Roland Dickey, Jr., CEO of Dickey’s Capital Group. “Now Shaun is using that same sense of responsibility to grow something even bigger. It’s a powerful transition – one we’re proud of.” 

  

Legacy in Action: What Continuity Really Looks Like 

One of the most meaningful testaments to the success of this transition came during the 30th anniversary celebration of the Mesquite store. With live music, giveaways, and over 600 tickets rung up in a single day, it was a full-circle moment for a restaurant that started as an underdog. 

  

“One family camped out at 8:15 a.m. and ended up winning three raffle prizes,” Shaun laughs. “They were overjoyed. That’s what it’s about. Creating moments people remember.” 

  

But the day wasn’t just about barbecue and balloons, it was about honoring the journey. MJ was there too, witnessing the community he built still thriving under new leadership. 

  

“It meant a lot to be there,” MJ says. “To see the store still loved, still thriving – that’s what every franchisee hopes for.” 

  

A New Kind of Franchise Story 

Franchising doesn’t always get the nuance it deserves. Too often, a change in ownership is viewed as a failure. But stories like MJ and Shaun’s paint a different picture—one of stewardship, continuity, and mutual respect. 

  

“This isn’t just about business,” Laura Rea Dickey says. “It’s about people. About how we grow, how we serve, and how we pass things on with care.” 

  

For MJ, that means walking away knowing his work mattered. For Shaun, it’s about showing what’s possible when legacy and leadership work hand-in-hand. 

  

And for the Dickey’s brand, it’s a living example of what makes the franchise thrive. Not just great barbecue, but great people who know when to lead and when to let someone else carry the torch. Link to their joint video interview.