From Cues to Barbecues with Anthony Anderson
Rooted in Flavor and Fueled by Community
November 21st, 2024 • 6 min read
When Anthony Anderson, Emmy-nominated actor and entertainer, teamed up with Cedric the Entertainer to create AC Barbeque, it wasn’t just another celebrity venture. It was a deeply personal project rooted in tradition, authenticity, and a shared love for barbecue. At the FounderMade Innovation Show LA, Anderson shared the story behind the brand’s rapid success and the values driving their growth.
A Taste of Nostalgia
For Anderson, barbecue is more than food - it’s a cultural bridge, a familial tradition, and a celebration of community. "Barbecue is like a time machine. It transports you back to times when they were simpler, great time, great friends, great family, great food, great conversation, card games dominoes and whatnot - it's very familial… that’s what barbecue means to us." Anderson explained.
For Anthony Anderson, the love of barbecue started at home. Growing up in Compton, California, Anderson’s first taste of the craft came from watching his father turn ordinary 55-gallon drums into homemade barbecue pits. This rich history, passed down from his father, has deeply influenced Anderson’s approach to AC Barbeque. For him, it’s not just about selling products; it’s about celebrating the roots and culture of barbecue, a tradition that started in his own backyard
Building a Brand with Purpose.
But starting a business in a crowded market was no easy task, but Anderson and Cedric approached it with determination, leveraging those personal experiences and connections."There was nobody that looked like us in the barbecue space, and we really wanted to tell the origin story of barbecue , where it comes from, and what it means to community and to people," Anderson said.
Rather than simply attaching their celebrity status to a product, they were deeply involved in every step of the process, from developing seasoning blends with culinary scientists to strategizing product placement. "It’s one thing to get your product on the shelves; it’s another thing to move those products off the shelves," Anderson noted.
Cooking Up Credibility
Rather than investing in traditional marketing campaigns, Anderson and Cedric chose a more personal approach. They partnered with barbecue influencers and pitmasters, sending them care packages of seasonings and sauces. The goal? To let the product speak for itself.
They sent out care packages and told influencers, ‘Go off and do what you do,’" Anderson shared. "They incorporated it into their world, into their cooking style and they would post videos and they would tag us in it, and then we would repost their videos.”
This organic strategy allowed them to tap into authentic networks of barbecue enthusiasts, amplifying their reach without feeling overly commercial.
They also made a point to connect with pitmasters and barbecue festivals across the country, visiting places tied to their roots like St. Louis and Arkansas. These efforts not only built their credibility within the barbecue community but also strengthened the cultural ties behind their brand.
Lessons from the Pit
One of the biggest hurdles has been learning the intricacies of the barbecue industry. Despite being newcomers to the space, they brought the same drive and commitment to their brand as they do to their entertainment careers. "We didn’t really know what we were getting into because that space is so foreign," Anderson admitted. "But we put all our resources behind it. The same energy we put into our careers as entertainers, we put into building this brand."
The biggest lesson has been surrounding themselves with experts who can take the brand further: "Cedric and I can only take this to a certain level. Ego aside, now we have to bring people in who are much smarter than we are, who are much savvier than we are in the business of business."
AC Barbeque has grown far beyond its initial launch, now offering sauces, accessories, and even opening kitchens on college campuses. Anderson shared his excitement about upcoming ventures, including a flagship restaurant in Los Angeles and partnerships with fast-food chains. "We’re in the midst of permit hell with the city of Los Angeles," Anderson joked about their upcoming restaurant launch. "it's something that we just have to roll with the punches with!”
Make this holiday a Thanksgrilling to remember! Visit AC Barbeque for rubs, sauces, and everything you need to serve up bold, unforgettable flavors this Thanksgiving.
If you’ve enjoyed reading these insights, make sure you're subscribed to Weekly Insights mailer for fresh Founder Stories delivered straight to your inbox every week! Dive deeper into more success strategies by reading more exclusive snippets from our show’s, or join us in person to experience it firsthand!