Dinosaur Bar-B-Que Leverages SOCi Smarbot™ to Communicate With Potential Customers and Win More Leads

The Challenge

What do dinosaurs, bikers, and Good Morning America have in common? Dinosaur Bar-B-Que of course! This legendary BBQ joint began humbly as a mobile food stand that catered specifically to motorcyclists up and down the east coast. After 33 years of increasing success, Dinosaur Bar-B-Que now boasts 6 locations, the prestigious title of America’s Best BBQ from Good Morning America, a line of award-winning BBQ sauces on shelves at Whole Foods, 175,000 (and counting) copies of their cookbook sold, and, even a catering division complete with mobile barbeque rigs. While growth was and is always the goal, the owners of Dinosaur Bar-B-Que wanted to ensure that their teams were best equipped to tackle increasing demand.


“Truthfully, guests were asking questions 24/7 and we needed a way to provide information to them in a timely and efficient manner, without us having to answer messages 24/7,” said Dinosaur Bar-B-Que Marketing Director, Jason Ryan. “The volume kept growing and we kept thinking, ‘there has to be a better way?’”

The SOCi Solution

Dinosaur Bar-B-Que needed a way to efficiently handle the flood of online ordering questions, reservations, and hours of operations inquiries and provide real-time updates, like shifts in hours, holiday packages, sold-out catering days, and more.  They deployed seven SOCi Smarbots™ across all locations to address leads and catering questions. In just one year, SOCi Smartbot™ successfully handled over 118,000 messages on behalf of their team. SOCi Smartbot™ was even able to mitigate potential revenue loss, by automatically addressing 203 messages with negative sentiment at any hour of the day. Most importantly, 98% of all messaging inquires were responded to by the bot, reducing the need for human resources by nearly 100%.


“Using this tech gives us time back to make the award-winning food we’re known for while our customers get faster responses. It’s really win-win,” said Ryan.

SOCi Results

After partnering with SOCi and deploying SOCi Smarbot™, Dinosaur Bar-B-Que saw the following areas of improvement…



Messages Exchanged



Leads Generated



Of all messaging handled by SOCi Smarbot™, reducing the need for human resources by almost 100%




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