Company makes expansion bid

Newport News location is the first of many Virginia Barbeque restaurants slated for the region.

By CHRIS FLORES 247-4738

November 18, 2007

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A couple of Hampton Roads military veterans are bringing one of the state's tastiest franchise hopefuls into the region with the first Virginia Barbeque locations.

The Frederickburg-based company has ambitious expansion plans, and the Newport News opening last summer marked the ninth franchise.

Since starting as a small take-out joint in Ashland in 2000, Virginia Barbeque has earned a reputation for speedily serving hickory-smoked pulled pork.

Greg Cassius, who retired from the U.S. Army in 1999, opened the Newport News franchise in Stoneybrook Shopping Center in August. The military-friendly franchise gives $5,000 discounts on franchise fees to former military, a 10 percent discount to active military customers and 15 percent to retired military.

Cassius chose a location down the road from Fort Eustis, where he still teaches helicopter repair.

So it's no surprise that about 30 percent of the store's customers are military. Nearly half the franchise owners are ex-military.

That is due in part to Virginia Barbeque Chief Operating Officer Mike Voss, a recent Army retiree.

The chain is also part of the International Franchise Association's VetFran program, which provides incentives to veterans who want to open a franchise.

Air Force veteran Mark Peterson will open a Virginia Barbeque at The Shops at Eagle Harbor in March.

He also bought the rights to open five more in Isle of Wight, Suffolk and Chesapeake.

The restaurants typically cost about $120,000 to open and take three months to build.

After the pulled pork is made, it is prepared Virginia-style with a tomato sauce or North Carolina-style with a vinegar sauce.

The restaurants, which pride themselves on speed, also sell Texas smoked beef, which is then hand-pulled and tossed with juices.

Both Peterson and Cassius discovered Virginia Barbeque while researching franchises on the Internet. Once they traveled to Fredericksburg to sample the product, they were sold.

"We were very skeptical when we heard how they do everything, but once we tried it, we said this is pretty good," Peterson said.

Virginia Barbeque does catering, but its strength is operating like a fast food chain with food that often requires a sit-down meal at a restaurant.

The chain also carries traditional Southern sides like hush puppies, collard greens, baked beans and corn bread. The crispy fries are always made fresh in about three minutes.

"You're still able to get a real Southern-style meal, but you get it quick," said Michael Cassius, Greg's son who helps him run the business.

The Newport News location is going to add a pool table and bar by the end of the month on one side of the restaurant and an unused back room.

All of Virginia Barbeque's current locations are in Virginia, but the company has store openings slated for Arizona and Delaware, and plans to be a national player.