This Is It! BBQ & Seafood

Should I invest in a Southern food franchise with deep roots, a differentiated menu, and a faith-driven operating philosophy — or is this a concept still finding its footing at scale? That is the central question facing any serious investor evaluating the This Is It BBQ Seafood franchise opportunity, and the answer demands a rigorous, data-anchored examination rather than marketing language. This Is It BBQ Seafood was founded in 1983 in Fayetteville, Georgia, by Shelley "Butch" Anthony III and his wife Barbara — a husband-and-wife team whose family carries more than 80 years of cumulative restaurant industry experience. The Anthony family legacy traces back to Shelley Anthony III's parents, who opened one of the first Black-owned restaurants in Tampa, Florida, establishing a generational foundation in Southern comfort food that now spans four decades. The corporate entity behind the brand, Jesus and Butch Inc., is owned by the Anthony family and retains ownership of the This Is It BBQ Seafood brand across all subsidiary companies — a structural detail that matters to investors because it means brand control resides with a single, deeply committed founding family rather than a private equity firm optimizing for exit. The brand currently operates 10 to 11 locations, concentrated in the Metro Atlanta and Greater Atlanta area of Georgia, including a 9th location and 3rd drive-through opened in Douglasville, Georgia, in January 2024. Operating formally as This Is It Southern Kitchen and Bar-B-Q, the brand has evolved its identity to reflect an expanded, more health-conscious menu, with its newest product expansion in February 2025 adding Chicken Tips, Beef Sirloin Tips, Plant-Based Tips, and multiple Seafood Tips — cementing its self-proclaimed positioning as the "King of Tips." The brand's corporate mission statement, "kingdom building work first and then sell food," is not marketing language — it is a formal operating philosophy that shapes franchisee selection, community engagement, and sponsorship activity, and investors evaluating this concept must understand that cultural alignment is a non-negotiable qualification criterion. Average gross revenue per unit is reported at $2,267,119, which outperforms the BBQ sub-sector average of $985,804 by 130% — a figure that, if sustained at scale, represents a compelling financial argument for serious due diligence. This is independent analysis produced by PeerSense, not promotional content from the franchisor; every figure cited here is sourced from publicly available data and the brand's own franchise disclosures.

The full-service restaurant industry in the United States is experiencing a significant growth cycle that creates genuine structural tailwinds for an established Southern comfort food brand like This Is It BBQ Seafood. The U.S. Full-Service Restaurants sector is projected to expand from $336.22 billion in 2024 to $807.83 billion by 2033, representing a compound annual growth rate of 10.23% from 2025 through 2033 — one of the most aggressive growth trajectories of any major consumer-facing service industry. Globally, full-service restaurant market valuations range from $1.59 trillion in 2025 to a projected $2.05 trillion by 2035, growing at a 2.6% CAGR over that forecast period, while a more narrowly scoped estimate pegs the global FSR market at $15.38 billion in 2025 expanding to $23.22 billion by 2035 at a 4.21% CAGR — varying figures that reflect different methodological scopes but collectively confirm sustained, multi-decade expansion. Consumer behavior is shifting in ways that specifically benefit differentiated, heritage-driven concepts: rising demand for personalized culinary experiences, growing interest in ethnic and regional cuisines, and the experiential dining trend — where ambiance, cultural story, and service are weighted as heavily as food quality — all favor brands with authentic narratives and proprietary recipes rather than generic QSR formats. The BBQ and Southern comfort food segment specifically benefits from the enduring American appetite for comfort food, the cultural cachet of authentic regional cooking, and the difficulty of replicating pit-smoked, slow-cooked recipes at home or through meal kits. Independent restaurant outlets held 65.31% of the full-service restaurant market in 2025, but chained formats — which include franchised restaurants — are projected to grow at a 5.94% CAGR through 2031, fueled by technology investments and customer analytics that give franchised systems structural operating advantages over single-location independents. The BBQ sub-sector, where the average unit revenue sits at $985,804, remains fragmented with no single national franchise dominating the space, creating meaningful white space for a brand with a proven multi-decade track record and a unit economics profile that materially outperforms the category average.

The This Is It BBQ Seafood franchise investment requires thoughtful capital planning across several cost layers that prospective investors must model carefully. The initial franchise fee is $45,000, which positions this brand in the mid-tier range of full-service restaurant franchise fees and is consistent with the investment level required by established regional FSR concepts seeking qualified, community-oriented operators. The total initial investment to open a This Is It BBQ Seafood franchise ranges from $770,000 to $1,730,000, a spread of nearly $960,000 that reflects meaningful variation driven by format type, geography, real estate market conditions, build-out versus conversion scenarios, and equipment requirements — all standard drivers of investment range width in the FSR franchise category. To contextualize this range: earlier 2019 disclosures showed a dine-in format investment of $664,800 to $902,250 and a To-Go format investment of $450,650 to $605,400, suggesting that the current figures incorporate both format expansion and inflationary cost escalation in construction, equipment, and supply chain over the five-year intervening period. Ongoing financial obligations include a royalty fee of 5% of gross sales and a marketing and advertising fund contribution of 2%, bringing total ongoing fees to 7% of gross sales — a rate that aligns with the FSR franchise category norm and does not introduce unusual fee structures that would compress unit-level margins. To qualify, prospective franchisees must demonstrate a net worth between $500,000 and $1,250,000 and liquid cash between $200,000 and $400,000, representing a minimum 20% liquidity threshold relative to total investment — requirements that screen for operationally capable, financially stable operators rather than overleveraged investors. In April 2018, the parent company entered into a Trademark License Agreement with Belief Brands Partners LLC, granting Belief Brands exclusive rights to operate and develop franchised restaurants across the United States and Canada — an agreement specifically designed to accelerate franchise unit growth in both countries and which provides the structural framework for multi-territory development. Investors should engage qualified franchise legal counsel to evaluate the current Franchise Disclosure Document in full, and SBA financing eligibility should be evaluated given the investment range, which falls within common SBA 7(a) and SBA 504 loan parameters used to fund FSR franchise acquisitions.

Daily operations at a This Is It BBQ Seafood franchise revolve around the preparation and service of slow-cooked, Southern-style barbeque — most prominently the brand's award-winning barbeque rib tips — alongside a diverse menu of seafood, sides, and Southern comfort staples that have been refined across more than 40 years of continuous operation. The February 2025 menu expansion, which added Chicken Tips, Beef Sirloin Tips, Plant-Based Tips, and multiple Seafood Tips, reflects the brand's deliberate effort to broaden daypart appeal, capture health-conscious consumers, and differentiate through product innovation rather than price competition alone. Format options available to franchisees include traditional dine-in restaurants, drive-through locations — of which three now operate in the system, including the Douglasville location opened in January 2024 — and potentially To-Go oriented formats, giving prospective operators meaningful flexibility in matching format to real estate market conditions. The brand requires franchisees to have 3 to 5 years of restaurant ownership or management experience, and an owner-operator model is strongly preferred for at least the first two years of operation, unless the franchisee is paired with an experienced operating partner who provides day-to-day management continuity. Corporate support infrastructure includes comprehensive initial training programs, product development assistance, advertising and local store marketing guidance, a purchasing cooperative to leverage system-wide supply chain scale, and ongoing field support from corporate representatives — a support package that covers the critical operational dimensions where new franchisees most commonly face execution risk. In November 2019, the brand signed NBA player Paul Millsap as its first area developer for Greater Atlanta, committing to at least three new locations by mid-2020 — a notable area developer agreement that validated multi-unit development as a viable growth pathway within the system. The company also partnered with Food Network star Pat Neely for recipe development in 2019, a collaboration that brings credible culinary expertise and media visibility to the brand's product development pipeline. Territory structure, exclusivity terms, and multi-unit development expectations should be confirmed directly with the franchisor through the formal discovery process.

Item 19 financial performance data is not disclosed in the current Franchise Disclosure Document for the This Is It BBQ Seafood franchise, which means prospective investors cannot rely on FDD-certified unit-level revenue, expense, or profit figures when building their investment models. This is a meaningful due diligence consideration: the absence of Item 19 disclosure places a greater burden on the investor to conduct independent validation of unit-level economics through franchisee interviews, third-party market research, and point-of-sale data analysis. That said, the brand has publicly reported an average gross revenue per unit of $2,267,119 — a figure that deserves serious analytical attention. If accurate, this average unit volume outperforms the BBQ sub-sector average of $985,804 by 130%, a margin of outperformance that is statistically extraordinary and, if validated through independent due diligence, would position This Is It BBQ Seafood as one of the highest revenue-per-unit concepts in its competitive set. Applying a conservative FSR operating margin of 10% to 15% against the reported $2,267,119 average unit revenue generates an estimated annual owner earnings range of approximately $226,700 to $340,000 before debt service — a range that, if the revenue figure holds, suggests a reasonable payback period of three to five years on a mid-range total investment. The full-service restaurant industry median EBITDA margin hovers between 8% and 15% depending on format, labor market, and occupancy costs, and the brand's drive-through format expansion is a strategically sound response to labor cost pressures, as drive-through and to-go formats typically generate superior revenue per labor hour compared to full dine-in configurations. Prospective investors must treat the publicly reported $2,267,119 average unit revenue figure as an unverified starting point for due diligence rather than a certified earnings claim, and should request any supporting documentation the franchisor is willing to provide outside the FDD, as is their right under franchise disclosure regulations.

The This Is It BBQ Seafood growth trajectory tells a story of methodical, founder-controlled expansion rather than rapid scaling — a characteristic that carries both risk and reward implications for franchise investors. From 8 corporate and 2 franchise restaurants in April 2018, the system grew to 11 locations throughout Greater Atlanta by November 2019, then to approximately 10 to 11 locations as of recent 2024 to 2025 reporting — a net unit count that reflects measured growth and the company's prioritization of operational quality over aggressive unit additions. The January 2024 opening of the Douglasville, Georgia location marked the brand's 9th active location and its 3rd drive-through, signaling an intentional strategic pivot toward drive-through formats that align with the post-pandemic consumer preference for speed-and-convenience service models. In February 2025, the brand implemented a new royal 5-Star Customer Service initiative alongside its product expansion, reflecting investment in both front-of-house service quality and menu differentiation — two operational levers that directly influence customer retention and average check size. The brand's competitive moat is built on four reinforcing pillars: a 40-plus year heritage with award-winning proprietary recipes that are difficult to replicate at institutional scale, a faith-and-community-driven culture that generates genuine customer loyalty in its served markets, a family-controlled ownership structure through Jesus and Butch Inc. that ensures brand consistency and long-term strategic continuity, and a partnership infrastructure that includes the Belief Brands Partners LLC development agreement covering the entire U.S. and Canadian market. The brand is currently seeking single and multi-unit franchisees in available territories throughout the Southeast, with a franchise location planned for LaGrange, Georgia, representing the continued geographic densification of its Metro Atlanta core market before expanding outward. The company's 40th anniversary celebration in January 2024 was paired with a brand identity refresh to "This Is It Southern Kitchen and Bar-B-Q," a rename that signals both maturity and a deliberate repositioning toward health-conscious Southern cuisine — a strategic move that aligns with the FSR industry's documented consumer trend toward locally inspired, regionally authentic dining experiences.

The ideal This Is It BBQ Seafood franchisee is not a passive investor seeking absentee ownership — the brand explicitly prioritizes owner-operators with 3 to 5 years of restaurant ownership or management experience who are willing to be present in their locations for at least the first two years of operation. Beyond operational experience, the franchisor screens for alignment with Christian business principles, a genuine passion for community engagement, demonstrated consistency in service delivery, and the financial wherewithal to meet liquidity requirements of $200,000 to $400,000 and net worth requirements of $500,000 to $1,250,000. Multi-unit development is a viable pathway within the system, as evidenced by the area developer agreement signed with Paul Millsap in November 2019 covering the Greater Atlanta territory for a minimum of three locations — though prospective multi-unit developers should expect that the franchisor will require a proven track record with the first unit before accelerating expansion. Geographic focus for new franchise development is currently concentrated in the Southeast United States, with territories available across the region and specific announced expansion plans including LaGrange, Georgia. The brand's franchise agreement structure, renewal terms, and transfer and resale conditions are detailed in the current Franchise Disclosure Document, which prospective franchisees are legally entitled to review at least 14 calendar days before signing any binding agreement or making any payments — a review process that should be conducted with the assistance of an independent franchise attorney experienced in FSR concepts. The timeline from franchise agreement signing to restaurant opening in the FSR category typically ranges from 6 to 18 months depending on real estate availability, permitting timelines, and construction or build-out complexity, and prospective franchisees should plan working capital reserves accordingly.

Any investor conducting serious due diligence on the This Is It BBQ Seafood franchise opportunity is evaluating a concept with a rare combination of characteristics: four-plus decades of continuous operation, a family-controlled brand with demonstrated cultural authenticity, a publicly reported average unit revenue of $2,267,119 that outperforms the BBQ sub-sector average by 130%, an initial franchise fee of $45,000, total investment range of $770,000 to $1,730,000, and a growing format portfolio that includes drive-through and To-Go options aligned with current consumer behavior trends. The investment thesis is further supported by a U.S. full-service restaurant industry projected to grow from $336.22 billion in 2024 to $807.83 billion by 2033 at a 10.23% CAGR, and a BBQ sub-sector that remains fragmented enough to reward a brand with genuine heritage and operational depth. The absence of Item 19 FDD financial disclosure is a legitimate due diligence challenge that requires investors to work harder to validate unit economics through franchisee conversations and independent market analysis — and that work is exactly where independent franchise intelligence platforms provide decisive value. PeerSense provides exclusive due diligence data including SBA lending history, FPI Score analysis, location maps with Google ratings, FDD financial data, and side-by-side comparison tools that allow investors to benchmark This Is It BBQ Seafood against competing full-service restaurant franchise opportunities on a normalized, data-driven basis. The brand's current FPI Score of 43, classified as Fair by PeerSense methodology, reflects the early-stage franchise system size and limited FDD financial disclosure — metrics that are expected to evolve as the system scales and disclosure matures, making this a brand worth monitoring closely as it builds toward its next growth phase. Explore the complete This Is It BBQ Seafood franchise profile on PeerSense to access the full suite of independent franchise intelligence data.