The Journal · Values.

Why we keep no trade secrets

The BBQ tradition guards rub recipes, smoke timing, and method as secret moats. We publish all of it — the 14-hour brisket walkthrough, the rest-room protocol, the bark chemistry, our wood program, the cooking-for-a-thousand catering math. The bet: the moat is execution discipline plus relationships, not knowledge. The two exceptions we DO keep proprietary, and the honest weakness in the bet.