Episode 27: From Small Town to Six States — Scaling BBQ Catering the Jimmy L's Way

In this episode of Barbecue Catering Smarts, Michael Attias sits down with Jim Lenzen, Owner of Jimmy L's, a barbecue operator who built a multi-state catering business from a small-town base in western Nebraska—without cutting corners or competing on price. Jim shares his unconventional path into barbecue catering, from cooking for wind farm crews to executing three weddings a weekend, multi-trailer vending events, and catering across six states. He explains how focusing on certified Nebraska beef, disciplined systems, and relationship-first selling helped Jimmy L's scale while maintaining consistency, quality, and trust. The conversation dives into the realities of large-scale BBQ catering—from trailer vending as a lead generator, to staffing and training young teams, to why Jim refuses to play the price game. Jim also outlines the three biggest mistakes operators make when scaling, the importance of knowing your numbers, and how staying true to your values can become a competitive advantage. If you're looking to grow catering beyond your local market while protecting margins, food quality, and your sanity, this episode delivers real-world insight from an operator who's lived it. Barbecue Catering Smarts is sponsored by CaterZen Catering Software.