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Dickey’s Names New CMO, Inks Deal For Southeast

Published: 16 Nov 2015

Dickey’s Barbecue Restaurants Inc. has appointed Diana LaRocca to the role of chief marketing officer. LaRocca previously served as the VP of marketing for Dickey’s.

Originally from San Antonio, LaRocca is a seasoned marketing, communications and sales professional with nearly 30 years of experience. In her new role, LaRocca will lead the national barbecue chain’s marketing team, driving the overarching brand and marketing strategy to support the quickly growing franchise, now at more than 520 locations in 43 states. Her responsibilities include creating and implementing effective national marketing campaigns, expanding the brand through innovative digital and social media campaigns, and supporting the franchise network through the newly expanded local store marketing department. LaRocca will also oversee marketing research, business segment profitability and public relations.

LaRocca previously served in leadership roles directing marketing, communications and training for companies including Capital One, Legacy Texas Bank and Guaranty Bank. She received her degree from Stephen F. Austin State University with a master’s certification from the University of San Francisco.

“The Dickey family is thrilled to welcome Diana to the role of CMO,” says Roland Dickey, Jr., CEO of Dickey’s Barbecue Restaurants Inc. “Diana is highly qualified for this role and after joining Dickey’s as the VP of marketing, we know she is the right fit to fulfill the role of CMO and we look forward to her lending her talents in creating innovative and effective campaigns.”

“This is an exciting time for the fast casual industry and especially for Dickey’s as the chain continues to rapidly expand. I have been a fan of Dickey’s for over 25 years and I’m looking forward to my role as CMO for the nation’s largest barbecue chain,” said LaRocca.


Dickey’s Barbecue Pit Signs Five-Store Development Agreement Across Three States

Dickey’s Barbecue Restaurants Inc. has signed its newest development agreement for five new stores. Two stores will open in Mississippi, with two other locations coming to Tennessee and one in Georgia. Owner/operators Ray Smith and Jim Rogers will open their first store in spring of next year.

“Dickey’s is seeing an influx of multi-store development agreements nationwide,” said Roland Dickey, Jr., CEO of Dickey’s Barbecue Restaurants, Inc. “These development deals are instrumental in growing the Dickey’s brand across the country, and we are happy to support these owner / operators who have invested with us.”

Dickey’s Barbecue Restaurants Inc. has over 520 locations in 43 states.
Dickey’s Names New CMO, Inks Deal For Southeast
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