ORLANDO, Fla. — Sonny’s BBQ, the 56-year-old smokehouse legacy brand, signaled a major shift in its operational strategy on Thursday, December 18, 2025, by appointing George McAllan as its new President. The move, coupled with the promotion of Katie Love to Chief Marketing Officer, marks the beginning of a “comprehensive multi-year growth strategy” aimed at revitalizing the nearly 100-unit chain.
The appointment of McAllan is particularly significant given his resume. Having previously served as Vice President of International Operations for Dunkin’ Brands, where he oversaw 4,000 restaurants, McAllan brings a scale of franchising expertise that far exceeds Sonny’s current footprint. He initially joined the company in November 2024 as Chief Growth Officer, a role he held for just over a year before being elevated to the presidency.
CEO Jamie Yarmuth said in the press release:
“George’s proven track record of driving operational excellence and franchisee profitability… perfectly position Sonny’s BBQ for future proofing growth and expansion”
Modernization Meets “The Pit”
While McAllan focuses on the operational metrics of expansion, newly appointed CMO Katie Love is tasked with modernizing the brand’s identity without alienating its loyal Southern fanbase. Love, a decade-long veteran of the company, previously spearheaded the digital transformation of the brand’s loyalty programs and the “Q the Kindness” community initiative.
A core component of this modernization is the upcoming launch of a dedicated Test Kitchen within the next 12 months. This facility will serve as the R&D hub for culinary innovations, such as the recently viral Pecan Pie Egg Rolls, which have helped the brand capture younger demographics on platforms like TikTok.
Why It Matters
For the restaurant industry, Sonny’s leadership shuffle represents a classic “regional-to-national” pivot attempt. By hiring an executive with “mega-chain” experience (Dunkin’), Sonny’s is signaling that it is no longer content being a stable Southeast regional player. The focus on franchisee profitability in the press release suggests that the brand is preparing to make its model more attractive to large multi-unit operators, a necessary step for any brand looking to break out of the sub-100 unit plateau.
For competitors like Dickey’s Barbecue Pit or Mission BBQ, this signals a reawakening of a sleeping giant. Sonny’s has the heritage (founded in 1968) and now, seemingly, the executive firepower to aggressively compete for real estate and franchise partners in 2026.
FAQs
Who is the new President of Sonny’s BBQ?
George McAllan, a former Dunkin’ Brands executive who joined Sonny’s in 2024, has been named President.
What is Sonny’s BBQ planning for 2026?
The brand is executing a multi-year growth plan focused on franchisee profitability, opening a new Test Kitchen for menu innovation, and expanding its regional footprint.
How many locations does Sonny’s BBQ have?
As of late 2025, Sonny’s BBQ operates nearly 100 locations, primarily across the Southeastern United States.
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