Sonny’s BBQ Expands Through Franchising and Tech

Opening the Smoker on Growth

Sonny’s BBQ sits on a long smoke trail. A Florida-born brand with a lineage that spans more than five decades, it has learned to walk the tightrope between heritage and speed. By early 2026 the team reports 92 units, with almost all of them franchised. The push is not a trend, but a deliberate scale plan that won’t sacrifice the guest experience Sonny’s has built on Southern hospitality. The marketing banner It’s Always Sonny’s Here anchors the message, signaling a relaxed, local vibe even as the brand deepens its Southeast footprint. Growth is real, and it’s measured.

Franchising is the core growth engine, supported by a sharpened development team and a tech stack built to translate ambition into solid unit economics. The company has added mapping software and other IT tools to align franchise platforms, and it has put in place training and grand-opening playbooks to give new units a fast start. Off-premises demand is rising, and Sonny’s is rolling out a mobile ordering app to capture it without diluting the in-restaurant hospitality. The mix of drive-thru, dine-in, takeout, catering, and third-party channels is being tuned for healthy margins.

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Heritage as Scaffold

From its beginnings in Gainesville, Sonny’s BBQ has grown into a Southeast regional staple built on slow-smoked barbecue and generous portions wrapped in Southern hospitality. More than 50 years into the journey, the brand has pushed toward nearly 100 locations, with a growth rhythm that favors careful expansion over hype. The foundation matters here: heritage is not an obstacle but a platform from which to reach guests and franchise partners with a predictable, guest-first approach.

The August 2024 Nation’s Restaurant News profile framed Sonny’s as actively retooling its guest experience and leadership to accelerate franchised growth after stabilizing in the Southeast. The campaign around a relaxed, Saturday-in-the-South vibe underlined the brand’s return to a more casual, hospitality-forward identity while expanding to new markets.

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Franchise-Driven Growth

Franchising is the primary growth engine for Sonny’s BBQ, backed by a strengthened development team and a tech stack designed to protect profitability. The chain has formalized processes for franchisee profitability, added mapping software and other IT tools to keep platforms aligned, and built training and grand-opening playbooks to back new units. With multi-unit operators a priority across the Southeast, the brand is rolling out a new mobile ordering app to capture off-premises demand while preserving the core in-restaurant experience.

Restaurant Dive highlights a broader push to expand third-party delivery and to optimize the channel mix — drive-thru, dine-in, takeout, catering, and third-party platforms — while keeping unit economics healthy. The strategy pairs technology with a disciplined site roll-out and a tested operator program aimed at translating frontline leadership into franchise ownership over time.

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Leadership Speaks

George McAllan, named president in 2025, describes a staged approach: "We spent a lot of work over the last year getting those pieces in place so that we're in a spot where we believe we're starting to be able to talk to new people that are interested in joining the brand." He adds that the brand’s reach is intentionally not omnipresent, aiming to serve areas where the brand already resonates: "Our brand has a very large radius; people drive a long way for great barbecue... So we won’t be like Starbucks and we won’t be on every corner."

The leadership team signals that data-driven personalization will drive guest engagement. The brand’s chief brand officer, Peter Frey, emphasizes deploying CRM-based marketing to tailor communications and dining experiences. A Business Wire release quotes Frey: "We’re activating cutting-edge restaurant marketing technology to understand what our guests like, when they want it, where they want to eat it." The result is a people-first approach that pairs tech with hospitality to keep the in-person experience sharp while expanding reach.

Tech-Driven Guest Experience

Sonny’s has been integrating technology to support rising off-premises demand and sharpen guest reach. The rollout of a mobile ordering app captures upticks in takeout and delivery, while store prototypes refine curbside and drive-thru efficiency without sacrificing the warm in-restaurant welcome. A 2022 Business Wire release highlights how the brand expanded its database and deployed CRM-based analysis to inform messaging, offers, and service improvements. The core remains a people-first hospitality ethos, now accelerated by smart tech.

The multi-channel approach is deliberate. Store prototypes emphasize curbside and drive-thru efficiency while keeping the in-restaurant comfort. Tech is a tool, not a substitute for the vibe Sonny’s has long cultivated—an approachable, Southern hospitality that invites guests to linger and return. The blend is designed to lift guest satisfaction across both off-premises and on-site experiences, ensuring that the brand’s legacy remains intact as it grows.

Signals, Risks, and Outlook

From a financial standpoint, Sonny’s has tracked a multi-channel path with an average unit volume around $3.2 million for its franchise system as of 2024. As of early 2026, the brand lists 92 units, with two doors not yet franchised, signaling a continued emphasis on franchise-led expansion. The leadership shift, including George McAllan taking the helm in late 2025, aims to translate pipeline opportunities into sustained unit growth while strengthening profitability discipline and operational rigor.

Industry context envisions legacy barbecue brands balancing tradition with rapid digital adoption. Off-premises, loyalty programs, and data-driven marketing are becoming central to sustaining momentum for traditional concepts. Sonny’s positions itself as a model for how heritage brands can blend technology with the in-restaurant experience. The combined pressure of market shifts and expansion will test execution risk, but the roadmap—franchise growth, tech-enabled operations, and a people-first guest journey—offers a clear path forward.

Opening the Smoker on Growth