Franchise Innovation Awards 2025: Celebrating the Most Disruptive Brands

When it comes to preparing meat that is tender, juicy, and full of flavor, brining is one of the oldest and most effective techniques in the book. Whether you are smoking a brisket low and slow, roasting a turkey, or grilling pork chops, brining helps your meat retain moisture and absorb flavor. **But what is the difference between wet brining and dry brining** and which method should you choose? Let’s break it down. 

 

## What Is Brining? 

**Brining is the process of seasoning and tenderizing meat** before cooking by using salt as the key ingredient. Salt helps proteins retain water which means your meat comes out juicier and more flavorful. From there you can layer in herbs, spices, sugar, or aromatics to deepen the flavor profile. 

 
[![dickeys order.png](https://cms-www-dickeys-com.s3.amazonaws.com/dickeys_order_9b9e1c6427.png)](https://www.dickeys.com/quote/everyday?type=carryout)


There are two main methods. Wet brining is when meat is submerged in a seasoned liquid. Dry brining is when salt and spices are rubbed directly onto the meat. Both methods work but they produce slightly different results. 

> [WATCH HERE ](https://www.youtube.com/watch?v=qBNzMrh12qQ)

## Wet Brining: Submerging in Flavor 

 

### What It Is 

Wet brining involves immersing your meat in a saltwater solution. Often sugar, garlic, peppercorns, and herbs are added for extra depth. The meat soaks in this brine for several hours or even overnight, allowing the liquid to penetrate deep into the muscle fibers. 

 

### Benefits of Wet Brining 

1. **Maximum Moisture Retention:** Because the meat absorbs water from the brine it stays juicy even when cooked for long periods. 
2. **Even Seasoning**: The liquid carries flavors throughout the meat ensuring consistency from the surface to the center. 
3. **Ideal for Lean Cuts:** Poultry, pork chops, and lean fish benefit the most since they dry out more easily during cooking. 

### Considerations 

Wet brining requires refrigerator space large enough to hold the container of brine and meat. It can also slightly dilute the natural flavor of meat if left too long. 

 

## Dry Brining: Simplicity with Big Flavor 

![drybriningpic.png](https://cms-www-dickeys-com.s3.amazonaws.com/drybriningpic_9166912652.png)




### What It Is 

Dry brining skips the water. Instead you rub salt and often spices directly onto the meat. The salt draws out natural juices which dissolve the seasonings. Over time the meat reabsorbs this concentrated brine creating intense flavor. 

 

### Benefits of Dry Brining 

1. **Enhanced Natural Flavor:** Instead of adding water, dry brining concentrates the meat’s own juices. 
2. **Crispier Crust**: Perfect for smoking and roasting, dry brining helps form a flavorful bark or crispy skin. 
3. **Less Mess and Less Space:** No large container of liquid is needed. Just wrap the meat and let it rest in the fridge. 

 

### Considerations 

Dry brining usually requires more time, often 12 to 24 hours, to work effectively. It also may not provide as much extra juiciness as wet brining, especially with very lean cuts. 

 

## Wet Brining vs. Dry Brining: Which Should You Choose? 

For **poultry** such as turkey or chicken, **wet brining often produces the juiciest results** especially when roasting. 
 

**For pork butts, brisket, or ribs, dry brining is often preferred** in barbecue as it enhances the smoky flavor and **creates that signature bark.**
 

For weeknight cooking, dry brining is quicker and easier, requiring less prep and cleanup. 

 

## Brining Tips from the Pit 

- **Do not skip the rest time.** Whether wet or dry brining, let the meat sit long enough for salt to penetrate because rushing this step limits flavor. 
- **Experiment with flavors.** Add herbs, citrus zest, or spices to your brine for custom results. 
- **Balance salt carefully.** Too much can overpower the natural flavor while too little will not be effective. 

## Final Thoughts 

Both wet brining and dry brining have their place in the barbecue world. If you want juiciness above all else go with wet brining. If you are after bold flavor and texture, dry brining is your best friend. At the end of the day, the best choice depends on your cut of meat, your cooking method, and how much prep time you have. 

 

At Dickey’s Barbecue Pit we believe in low and slow smoking, balanced flavors, and techniques that bring out the best in every cut of meat. Whether you are experimenting at home or enjoying authentic Texas-style barbecue, the right brining method can take your meal from good to unforgettable.

Wet vs Dry Brining: Which Method Makes Better BBQ? 

CEO Magazine: Secret Sauce: Laura Rea Dickey & Roland Dickey Jr

BBQ Tradition Continues as Dickey’s Opens in Cañon City

**Texas-style barbecue brand shows solid growth, on pace to surpass 60 new openings in 2025 and expand to more than 400 locations** 

Dickey’s Barbecue Pit, the world’s largest barbecue brand, shows extremely strong growth trajectory during the first three quarters of 2025. From January through August 2025, the iconic Texas-born brand opened 46 new locations across 17 U.S. states and internationally in Canada and the Philippines. With this momentum, Dickey’s is on track to exceed 60 new openings by the end of the year, a milestone that positions the brand well ahead of industry benchmarks and pushes its systemwide store count past 400 restaurants worldwide. 

In 2024, Dickey's experienced its slowest year on record. Rising costs, some franchise litigation fueling negative press made for a lackluster year. "We took a serious look at our business and built a two year plan to return Dickey's to its position as a top fast casual restaurant brand. We have seen an enormous sales recovery. Our most important overall goal driving all of our plans is exceptional profitability and financial success of our amazing family of franchisees," said Laura Rea Dickey, CEO of Dickey's Barbecue Restaurants, Inc. 

Sales success has opened the door to store count growth also. New locations span from Alabama to Washington and internationally in Alberta, Ontario and the Philippines. Each opening brings more jobs, more small business ownership opportunities, and more access to Dickey’s famous slow-smoked barbecue. 

“Every new opening represents not just growth for Dickey’s, but growth for communities and families,” said Laura Rea Dickey. “Our franchisees are the heart of this brand. Their success, combined with our technology, support systems and authentic barbecue, is what keeps this momentum going. We are building more than restaurants, we are building community connections across the globe.” 

“Barbecue has always been about gathering people around good food, and it is exciting to see that resonate everywhere from Texas to the Philippines,” said Roland Dickey, Jr., CEO of Dickey’s Capital Group. “We are proving that legit flavor, paired with strong franchisee support, can thrive in any market.” 

If Dickey’s continues at its current pace, the brand is poised to surpass 60 new openings by the end of 2025, one of the strongest expansion streaks in its 84-year history. The true story is not just about openings, despite clickbait headlines and industry trends to the contrary, but about the systems that empower every owner. With powerful digital tools and proven playbooks, the brand is building on a foundation for sustained growth and success. 

By combining authentic barbecue with franchisee support, innovation and resilience, Dickey’s is not just growing, it is redefining what expansion looks like in the competitive restaurant industry. 

For more information about franchise opportunities with Dickey’s Barbecue Pit, visit http://www.dickeys.com/franchising. 

**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 866 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.

BBQ Tradition Continues as Dickey’s Opens in Cañon City

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