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50th Anniversary Ad Campaign Celebrates Legacy and Future of North Texas’s Beloved Bar-B-Que Brand

North Texas’ beloved family-owned and operated meaty mainstay, Soulman’s Bar-B-Que, is kicking off its 50th anniversary year by looking back on its generational legacy while embracing the future that the Royse City-based family operation has on the horizon.

In celebration of a year full of surprises, Soulman’s Bar-B-Que debuted a new commercial featuring the Hallett family, led by patriarch and Soulman’s founder, Don Hallett, reflecting on Soulman’s family legacy and looking to the future. Soulman’s partnered with Spectrum Reach and its in-house creative agency Kernel to create the ad campaign.

The commercial has aired across North Texas and has contributed to Soulman’s growth. Soulman’s saw a 13% year-over-year increase in sales in 2023 and has been featured on countless best-of lists in its five-decade-long tenure in North Texas’ oh-so-fickle culinary landscape.




“We understand what began as a passion has developed into a business journey that has supported thousands of team members throughout 50 years,” said Brett Randle, CEO of Soulman’s Bar-B-Que. “It’s wildly important that while we have realized growth, the true authenticity and quality of what we do, the food we prepare every day, is as down-home as it was in 1974, when Mr. Hallett got his hands on the same family recipes that we use today at our 19 North Texas Soulman’s Bar-B-Que locations.”

The television ad launched a year-long campaign for Soulman’s that will include throwback pricing, events, giveaways, and social media and influencer engagement.

“Soulman’s Bar-B-Que anniversary campaign was a unique opportunity to celebrate not just an iconic and beloved North Texas brand but a family’s legacy,” said Jeff Gregg, Regional Vice President, Sales for Spectrum Reach. “Don Hallett’s passion for Soulman’s is matched only by his passion for his family, and it’s been a privilege to weave this narrative into a compelling commercial that honors the past while looking to the next chapter in Soulman’s story.”

Concluded Randle, “Looking forward to 2024, we at Soulman’s Bar-B-Que anticipate additional restaurant openings in our home state of Texas, accelerated community involvement in each of the 20 communities we serve, continued operational excellence, and even more devotees to our brand and its meaty message.”


About Soulman’s Bar-B-Que

For 50 years, Soulman’s Bar-B-Que has satisfied the hardest to please bar-b-que lovers….Texans!  Founded in Pleasant Grove, Texas in 1974, Soulman’s had only a few simple goals—serve great Texas-style BBQ and offer friendly, sincere service.  Soulman’s original family recipes are still the foundation for the company’s success from their 8 different types of meat that are smoked “low & slow” over only hickory wood to their famous homemade sides, including Ranch house beans and Texas style cream corn! Throughout the years, this family-owned and operated company has remained true to its original strive for success and customer satisfaction and is honored to be considered one of the Top Bar-B-Que Chains in America (2018), the Best Bar-B-Que in Dallas for Takeout  & Delivery (2020) and one of the Best Bar-B-Que Chains in America (2024).

Soulman’s currently owns and operates 20 North and East Texas locations in Allen, Cedar Hill, Forney, Fort Worth, Garland, Greenville, Hurst, Lancaster, Lewisville, Mansfield, Mesquite, Quinlan, Red Oak, Rockwall I-30, Rockwall Goliad, Royse CitySulphur Springs, Terrell and Van. To learn more about Soulman’s Bar-B-Que, visit them online at or on Facebook at



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