Running a restaurant in a tourist destination is not for the faint of heart.

Long hours. Seasonal demand. Staffing challenges. Constant competition.

Yet Pigman’s Barbecue in Kill Devil Hills, North Carolina has been thriving for over 40 years.

In a recent episode of Full Throttle Business, owner Top Palmer shared the journey behind one of the Outer Banks’ most recognizable barbecue brands—along with the leadership lessons and systems that keep it running at full throttle.

This is a story about consistency, community, and building a business that customers come back to year after year.

A Summer Job That Turned Into a Business

Like many entrepreneurial journeys, this one started unexpectedly.

Top Palmer originally came to the Outer Banks for what was supposed to be a temporary summer job. After graduating from VMI, he planned to work the summer at Pigman’s Barbecue and then pursue a different career.

But something happened.

He loved the work.

Working in the restaurant felt natural. The environment was energizing. And the connection with customers made the job rewarding.

A few years later, an opportunity came up to purchase the business with his college roommate.

They took the leap.

Since then, Palmer has spent nearly two decades leading Pigman’s and building on the restaurant’s long-standing reputation.

Operating a Restaurant in a Seasonal Market

The Outer Banks is a unique business environment.

Tourism drives the economy, which means demand is highly seasonal.

Pigman’s operates roughly mid-March through Halloween, with the busiest months being May - September.

During peak season, Palmer works in the business almost every day. As he describes it, he’s an owner-operator.

That means doing whatever the business needs in the moment:

• Managing staff

• Jumping on the sandwich line

• Handling cashier duties

• Coordinating catering orders

• Overseeing daily operations

In the off-season, he focuses on strategy:

• Marketing planning

• Advertising strategy

• Operational improvements

• Preparing for the next season

This seasonal rhythm forces discipline—when the season hits, execution matters.

What Makes Pigman’s Barbecue Different?

The Outer Banks has no shortage of dining options.

So why do customers keep coming back to Pigman’s?

According to Palmer, it comes down to three things.

1. A Long History on the Island

Pigman’s was the first barbecue restaurant on the Outer Banks.

Many families visiting the area have been stopping in for decades.

For some vacationers, eating at Pigman’s is part of the tradition.

That kind of nostalgia is powerful in hospitality.

2. Consistency

In the restaurant industry, consistency is everything.

The product customers enjoy today is intentionally the same product served years ago.

Palmer explains that the food experience hasn’t changed much since he was an employee.

That reliability builds trust.

When visitors return each year, they know exactly what they’re getting.

3. Fast, Quality Food for Vacationers

Pigman’s positions itself around a simple idea:

“Good food, fast.”

Vacationers don’t want to spend hours waiting for meals. They want something delicious that allows them to get back to the beach.

Pigman’s focuses on delivering exactly that.

Serving Both Tourists and Locals

One advantage of operating in a tourist market is the national customer base.

Visitors come from all over the country—each with different expectations of barbecue.

Pigman’s specializes in North Carolina vinegar-based barbecue, which can be a new experience for people used to tomato-based or mustard-based sauces.

But the restaurant also works hard to support the local community.

They regularly:

• Donate food to local charities

• Support church events

• Contribute to high school sports teams

• Provide gift cards for fundraisers

This community involvement helps strengthen the brand locally while still serving tourists.

The Marketing Strategy Behind the Business

Even with decades of history, Pigman’s continues to invest in marketing.

Palmer estimates that the business invests around 10% of annual sales into marketing.

That budget includes a mix of traditional and digital strategies:

Marketing Channels Used

• Billboards

• Radio advertising

• Television ads

• Social media

• Search engine optimization (SEO)

• Local partnerships

But surprisingly, the most effective strategy isn’t paid advertising.

The Marketing Strategy That Works Best

According to Palmer, the most powerful driver of new customers is local word-of-mouth.

Pigman’s actively partners with local workers and businesses.

For example:

• They offer local discounts

• They give away free sandwich cards

• They provide food for local staff

Why does that work?

Because the locals interact with tourists every day.

Hotel staff. Grocery store employees. Gas station workers.

When visitors ask, “Where’s a good place to get barbecue?” those locals recommend Pigman’s.

It’s a simple but powerful marketing strategy.

The Biggest Challenges of Running a Restaurant

Like any business, Pigman’s has faced its share of obstacles.

Two stand out.

1. The COVID Pandemic

Like many restaurants, Pigman’s faced uncertainty during the shutdown.

Regulations were constantly changing.

Customer behavior was unpredictable.

But the business adapted and weathered the storm—something Palmer sees as confirmation that the business model is strong.

2. Finding and Keeping Good Employees

Staffing is one of the biggest challenges in hospitality.

But Pigman’s has found a strategy that works.

Many employees return year after year, even though the restaurant closes for several months in the winter.

That loyalty speaks to the culture inside the business.

Building a Team That Stays

Palmer emphasizes that employees are a major part of Pigman’s success.

Some have worked there for years, which helps maintain consistency.

His hiring strategy focuses heavily on referrals from existing staff.

When a strong employee recommends a friend, the chances of hiring another great worker increase dramatically.

Other recruiting strategies include:

• Local job fairs

• High school recruiting

• Seasonal international workers

But internal referrals remain the most effective approach.

Leadership Lessons From the Kitchen

Palmer describes his leadership style as a balance between approachable and accountable.

Early in his career, he was more relaxed.

Over time, he realized that structure and expectations were necessary.

But he still believes leadership should be grounded in positivity and respect.

His philosophy:

• Maintain a positive workplace

• Pay attention to details

• Set clear expectations

• Treat customers like guests

When those elements align, operations run smoothly.

Systems That Have Worked for 40 Years

Pigman’s success isn’t accidental.

The restaurant operates on systems that date back decades.

While they’ve been refined over time, the fundamentals remain the same.

Palmer tells new employees something important:

“The system works. I learned it as an employee, and it still works now.”

Those systems include:

• Standardized food preparation

• Employee training processes

• Clear operational procedures

• Customer service expectations

Consistency is what keeps the brand strong year after year.

What’s Next for Pigman’s BBQ?

Palmer isn’t focused on rapid expansion.

Instead, he’s focused on strengthening the existing brand.

One of the biggest opportunities he sees is retail growth.

That includes:

• Bottled barbecue sauces

• Branded merchandise

• T-shirts

• Expanding retail distribution

Getting Pigman’s sauces into grocery stores could introduce the brand to a much wider audience.

Advice for Entrepreneurs

When asked what advice he would give other business owners, Palmer offered a simple reminder.

Running a business is tough. There will be hard days. But it’s important to remember why you started. Owning a business is demanding—but it’s also incredibly rewarding.

Gratitude and persistence go a long way.

Final Thought: Inspiration Comes From the Team

At the end of the interview, Palmer shared something that inspired him that very day.

One of his employees came in early to refinish the restaurant’s tables—without being asked.

It wasn’t his business. But he cared enough to help improve it. That kind of ownership mindset is what every business owner hopes to build in their team.

And it’s one of the reasons Pigman’s continues to thrive.

FAQs

How long has Pigman’s Barbecue been in business?

Pigman’s has been serving barbecue on the Outer Banks for more than 40 years.

What style of barbecue does Pigman’s serve?

They specialize in North Carolina vinegar-based barbecue.

Where is Pigman’s located?

Pigman’s Barbecue is located in Kill Devil Hills, North Carolina on the Outer Banks.

What marketing strategy works best for the restaurant?

Local word-of-mouth referrals from hotel staff, locals, and community partners drive many customers.

Does Pigman’s offer catering?

Yes. The restaurant frequently handles large catering orders for vacation homes and events.

Running a business that lasts decades doesn’t happen by accident. It takes systems, leadership, and a clear growth strategy.

If you’re a local business owner looking to scale, improve profitability, or build a stronger team, the next step is getting clarity on your strategy.

Book a Strategy Session to identify your biggest growth opportunities and build a plan to move your business forward.