When City Barbeque came to StarrDesign, they weren’t just after a new look—they needed a scalable, cost-effective solution. As a beloved multi-style American smokehouse planning expansion, their existing prototype was too costly to replicate. We stepped in to streamline their concept without sacrificing brand identity.

We refined the brand messaging, reduced visual clutter and value-engineered a new prototype to lower costs while preserving the City Barbeque experience. Two layout options were developed: “Smokers Front,” which features smokers as a focal point, and “Smokers Side,” a flexible alternative designed for site-specific needs. Both layouts prioritized adaptability and brand consistency.

From structure to signage, we reimagined the space for efficiency. By replacing steel with wood, optimizing square footage, reassessing kitchen equipment, and updating furnishings, lighting and graphics, we ensured every element supported both brand storytelling and the budget.

Key brand elements were emphasized, including regional BBQ styles—Texas brisket, Carolina pulled pork, Kansas City burnt ends—and visualized in a custom U.S. map graphic. A wood display showcased the locally sourced ShagBark Hickory and Cherry wood used in their smokers, anchoring the brand in authenticity.

At the heart of the redesign was the board station, where smoked meat is cut and plated. We reworked this feature to enhance operational flow and guest visibility, creating a clear line of sight between the craft of barbeque and the customers it serves.

Our work culminated in a comprehensive package that included renderings, construction documents and cost breakdowns. While our partnership concluded after the planning phase, the result was a flexible, scalable prototype built for future growth.

At StarrDesign, we align business strategy with brand purpose, and our work with City Barbeque is a proud example of what happens when purpose-driven design meets operational strategy.