Saleh Nofal: Living the American Dream with Dickey’s Barbecue Pit

From humble beginnings in Palestine to business success in Florida, Saleh Nofal transforms challenges into opportunities.

From humble beginnings in Palestine to becoming a successful business owner in Florida, Saleh Nofal’s journey is a testament to perseverance, hard work, and a commitment to community. As the owner of Dickey’s Barbecue Pit in Panama City Beach, Nofal exemplifies the American Dream by turning challenges into opportunities and building a thriving business rooted in faith and generosity.

Nofal immigrated to the United States 17 years ago, seeking stability and opportunity after the passing of his father when he was 9 and his mother at 15. He began his entrepreneurial journey running a grocery store and restaurants but faced significant challenges, including the destruction of his first restaurant during Hurricane Michael. In 2022, an opportunity arose when a fellow Palestinian-American needed help managing a struggling Dickey’s location. Nofal stepped in, resolved staffing challenges, and turned the business around.

“The decision to buy Dickey’s was about more than owning a restaurant—it was about building something meaningful for the community,” Nofal said. “Dickey’s strong brand and structure gave me the confidence to step back into the restaurant industry.”

Through his leadership, Nofal has transformed his Dickey’s location into a top barbecue destination in Bay County. By prioritizing personalized customer service, innovative marketing strategies, and strong community ties, he has achieved a 10-12% increase in sales, even as other local businesses face declines. His Google reviews have risen from 4.2 to 4.7 stars, reflecting his commitment to creating an exceptional guest experience.

“Saleh’s dedication to his business and community is a shining example of the values we hold at Dickey’s,” said Roland Dickey, Jr., CEO of Dickey’s Capital Group. “His ability to overcome challenges while building a loyal customer base is a testament to his leadership and entrepreneurial spirit.”

Nofal’s approach to business is deeply rooted in his faith. He instills in his team the belief that “God is watching,” ensuring they uphold the highest standards of quality and integrity.

“I tell my team to treat every customer like family, serving them with care and respect,” Nofal said. “This business is not just about profits; it’s about creating trust and making a difference in people’s lives.”

Under Nofal’s leadership, Dickey’s Barbecue Pit in Panama City Beach has become a hub for the local community. Nofal has offered free meals to first responders, provided food to the homeless, and supported local schools and churches, reinforcing his dedication to service.

“Saleh’s story is a powerful reminder of the opportunities and impact that come with hard work and a commitment to others,” said Laura Rea Dickey, CEO of Dickey’s Barbecue Restaurants, Inc. “He truly embodies the heart of our brand, and we are honored to have him as part of the Dickey’s family.”

Nofal remains focused on building a legacy, creating a foundation of loyal customers and strong community connections.

“I’m not just running a business—I’m building relationships,” Nofal added. “The American Dream is about creating opportunities not just for yourself, but for others.”

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 over 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 over 866 restaurants across eight concepts in the U.S. and several countries, Dickey’s Barbecue Franchise and Dickey’s Restaurant Brands continues to grow under the leadership of Roland Dickey, Jr., CEO of Dickey’s Capital Group, and Laura Rea Dickey, CEO of Dickey’s Barbecue Pit, 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 information about becoming a franchise partner, visit www.dickeysfranchise.com