When a business goes out of its way to make great food, people will go out of their way to reach it. That’s been the lesson for one of our region’s best barbecue joints—in one of our region’s least convenient locations. 

Three miles from the interstate and six miles outside town, Pierce’s Pitt Bar-B-Que is “in the middle of nowhere,” says owner Jay Pierce. “You have to be creative to build that clientele, but to do it and then stay in business for 50 years, it takes good customer service, quality of your product, and staying relevant.” In Pierce’s case, that relevance includes frequently updating the menu and being “clean, green and local.”

All of the restaurant’s beef is grass fed, and the chickens are free-range and steroid free. Pierce said they use local meat and locally grown produce in their dishes, partnering with KelRae Farm in Toano. Pierce’s is even local in its hiring, with multiple generations of families working there. 

“Some of my employees are second and third generation, and they all have that same sense of pride,” he said.” We follow the Golden Rule – because of that, it has allowed us to have the work family that we have. When we get recognized, I attribute that to my team.” 

And recognition has been abundant. Over the years, they have been featured in media including Southern Living, The Travel Channel, “Cooking with Paula Deen,” National Geographic's "The 10 Best of Everything," and several times on The Food Network— not to mention many local publications. The business has come a long way from its humble start back in October 1971. Jay’s father, Julius “Doc” Pierce, got the idea to start a barbecue restaurant after playing with homemade sauces in the kitchen.

“I learned about produce and spices and natural food from my parents’ gardening,” Jay said. “I remember my dad saying, ‘Taste this,’ ‘Taste that,’ ‘Do you like it’? He would explain the difference in adding black pepper versus cracked red pepper. Once we combined them, he’d have me watch the texture as it heats. But I was 15, I just wanted to go out with my friends!” 

With experience operating several restaurants, Doc Pierce rented some land and worked with a friend to construct the building. 

“We were so broke, we didn’t even have any money for change. That first day, my dad borrowed $40 from a friend for the cash box. Sandwiches cost 80 cents apiece, and soft drinks were a quarter. At the end of the day, we’d made $80. My mother [Verdie] started crying, ‘We’re going to starve to death!’”