The number 20 served Billy Sims well in football. Years after his sports career ended, it may be his lucky number again.
He is on his way to owning 20 Billy Sims Barbecue restaurants. The 15th store is in Midwest City, one just opened in Lawton, and another is planned for Owasso. Sims wore the number 20 on his jersey while playing high school football in Hooks, Texas. He retained the number at the University of Oklahoma and with the NFL's Detroit Lions.
Sims, the Heisman Trophy-winning running back from OU, opened his first Billy Sims Barbecue with partner Jeff Jackson in Tulsa six years ago. At first, he hesitated to put his name on the restaurants, but envisioned one day having two or three locations. When he decided to brand the eateries with his name, he knew that initially would get people though the doors.
Sims wondered, however, if it would keep them coming back.
"I knew after the honeymoon was over with, if the food wasn't any good, people would say, 'He can run, but he can't cook,'" Sims said.
Diners in Tulsa liked his smoked ribs and signature barbecue sauces so much that now the Tulsa area has seven stores. The rest of the sites may be found around the state and in Missouri.
After the opening of the Midwest City store, 1701 S. Air Depot, earlier this month, franchisee Trent Crow plans to open other Billy Sims Barbecue restaurants around the metro area. It is his first franchised store in the chain. He and the corporate office are being choosy about where and how many will open in the Oklahoma City area. There is already one location each in Oklahoma City, Norman and Edmond.
"We're really going to start expanding in the Oklahoma City market," Jackson said. "But we don't want to be like a Subway or Quizno's, where there's one on every corner."
RIBBON CUTTING
The community welcomed the restaurant staff and Sims Oct. 14 at a ribbon cutting ceremony hosted by the Midwest City Chamber of Commerce.
"We're very happy to have Billy Sims Barbecue open in Midwest City," Mayor Jack Fry said. "This certainly will help our sales tax revenue."
Led by Armando Rivera, the eatery stands in the former Quizno's, which Rivera managed. When Crow was scouting locations, he made a few visits to Quizno's and observed Rivera and his team. When plans were in place for the Quizno's to close and for Crow to take over the space, he offered Rivera a job.
For a successful restaurant, Sims said, the food must be good, and " just as important " the staff has to provide great service.
"The key is the food and the people working here," he said.
GOIN' SOUTH
Sims is eyeing Texas for future expansion. Although his college football glory days were in the Sooner state, he said Texans are always hungry for good barbecue. He spends about half his time in the Lone Star State and has homes in Texas and Oklahoma. He said there is hardly a barbecue restaurant in both states that he hasn't visited at one time.
"People in Texas like barbecue," Sims said. "They can get past the Sooner thing if they have good barbecue."
The stores are sticking with the tried and true recipes, with few variations. One recent addition was a line of barbecue sauce for diabetics. As of yet, nothing is fried, but Sims said he might consider adding options like french fries. But he doesn't want to change much, since the menu has proven successful so far.
Sims and Jackson do not have a target for how many stores they hope to eventually have in the chain. For now, matching Sims' old jersey number is not too far out of reach.
"Jokingly, when we started out I said, 'Let's do 20, because I had number 20 in college, high school and the pros,'" he said. "I'm glad it wasn't 84. We'll just take it a store at a time."
photo A crowd including Billy Sims (center in hat) and Mayor Jack Fry (in tie) cut the ribbon for Billy Sims Barbecue Oct. 14. Photo/Kelley Chambers