ROYSE CITY, TX — In the competitive landscape of Texas barbecue, where smoke rings and brisket bark often dominate the conversation, one North Texas institution is turning its attention to the sweeter side of its heritage. On May 20, 2026, Soulman’s Bar-B-Que will transform its 21 locations into hubs of celebration to honor the 105th birthday of Mary Alice “Memer” Hallett, the family matriarch whose recipes provided the culinary foundation for the chain’s five-decade success.

The annual “Slice of Memer” event serves as both a promotion and a pilgrimage for loyal patrons. This year, the first 101 guests at every Soulman’s location who purchase a dine-in meal will receive a complimentary slice of Memer’s signature buttermilk pie. While the giveaway is a gesture of gratitude to the community, it represents something deeper for the family-owned enterprise: the preservation of a legacy that began in a single storefront in 1974.

Main Facts: The "Slice of Memer" Event and the Buttermilk Pie Tradition

The celebration, scheduled for Wednesday, May 20, 2026, is a synchronized effort across the entire Soulman’s footprint, spanning from Fort Worth to Sulphur Springs. The decision to offer the first 101 guests a free slice is a symbolic nod to the longevity and enduring influence of Mary Alice Hallett.

The centerpiece of this celebration, the buttermilk pie, is a staple of Southern "desperation pies"—so named because they were historically made with simple, pantry-stable ingredients during times when fresh fruit was unavailable. However, at Soulman’s, the buttermilk pie is anything but a second-tier option. It is a signature dessert that has remained unchanged since the restaurant’s inception. Known for its custard-like consistency, slightly tangy profile, and caramelized top, the pie has become a cult favorite among North Texans, often selling out during holiday seasons.

"Memer represented everything Soulman’s stands for—family, comfort, tradition, and bringing people together around great food," said Brett Randle, CEO of Soulman’s Bar-B-Que. "Her buttermilk pie has become more than a menu item over the years. For many guests, it’s part of their own family memories and traditions."

The event is designed to be multi-generational. Beyond the physical giveaway, Soulman’s is launching a digital campaign using the hashtag #SliceOfMemer, encouraging patrons to share their own family stories and vintage photos. This bridge between the physical dining room and the digital space underscores the company’s strategy of maintaining a "small-town" feel even as it operates 21 high-volume locations.

Chronology: From Pleasant Grove to a Texas BBQ Powerhouse

To understand the significance of the May 20th celebration, one must look back to the mid-1970s. The Soulman’s story began in 1974 in Pleasant Grove, a neighborhood in Southeast Dallas. At a time when the Texas BBQ scene was dominated by small, independent "mom-and-pop" joints, Soulman’s was founded with a philosophy summarized by three pillars: Faith, Food, and Family.

Mary Alice “Memer” Hallett was the quiet force behind the scenes during these formative years. While the pits were smoking the meats, Memer was refining the side dishes and desserts that would differentiate the brand from its competitors. Her recipes for buttermilk pie, Texas-style cream corn, and Ranch house beans were not merely additions to the menu; they were the "soul" of Soulman’s.

Throughout the 1980s and 90s, as the Dallas-Fort Worth metroplex expanded, Soulman’s grew along with it. Unlike many chains that transitioned to automated electric smokers to save time, Soulman’s maintained the "low and slow" method of smoking meat over hickory wood—a tradition Memer insisted upon to maintain the integrity of the flavor profile.

By the early 2000s, the company had successfully expanded into East Texas, establishing roots in communities like Rockwall, Royse City, and Terrell. Throughout this expansion, the Hallett family remained at the helm, ensuring that as the number of locations grew, the quality of the "Memer-approved" recipes did not diminish. Today, with 21 locations, the company remains one of the few large-scale BBQ operations in the state that is still family-owned and operated.

Supporting Data: The Culinary and Economic Footprint of Soulman’s

The success of Soulman’s Bar-B-Que is backed by rigorous standards and a specific culinary identity that resonates with the Texas palate. The company’s menu is anchored by eight distinct types of meat, all of which are smoked exclusively over hickory wood. This commitment to traditional wood-fire smoking is a logistical challenge for a 21-unit chain, but it is a non-negotiable aspect of their brand identity.

Data regarding the chain’s reach highlights its regional dominance:

• Geographic Density: Soulman’s operates in 21 cities, including high-growth areas like Allen, Mansfield, and North Richland Hills.
• Menu Consistency: The recipes for the signature sides, including the buttermilk pie and the Texas-style cream corn, have remained functionally identical for 52 years.
• Industry Recognition: Soulman’s has consistently ranked in national "Best of" lists. In 2025, it was named one of the "Best Regional Barbecue Chains to Try at Least Once" by Eat This, Not That! and was recognized by AOL as one of the "Best Roadside Restaurants in America" in 2024.

The "Slice of Memer" giveaway itself involves significant logistics. Providing 101 slices of pie across 21 locations means the company will prepare and distribute over 2,100 slices in a single day. For a family-owned business, this represents a significant investment in community relations and brand heritage.

From an economic perspective, Soulman’s represents a successful "mid-tier" model in the BBQ industry. While "craft BBQ" joints often have limited hours and high price points, and national fast-food BBQ chains often sacrifice quality for speed, Soulman’s occupies a space that offers authentic, wood-smoked meat with the efficiency of a modern restaurant group.

Official Responses: CEO Brett Randle on the Intersection of Faith and Food

The leadership at Soulman’s views the May 20th celebration not just as a marketing event, but as a reaffirmation of the company’s core values. CEO Brett Randle has been vocal about the role of the matriarch in shaping the corporate culture.

"Food has a unique way of connecting generations," Randle stated in an official release. "This celebration gives us the opportunity to honor someone who helped shape our company while also thanking the loyal guests who have supported Soulman’s through the years."

Randle’s emphasis on "Faith, Food, and Family" is more than a slogan; it is an operational guide. In an industry known for high turnover and intense competition, Soulman’s prides itself on a "sincere service" model. The official response from the company regarding the 105th-birthday celebration emphasizes that the buttermilk pie giveaway is a way to invite customers into the Hallett family circle.

The company’s contact, Dana Cobb, noted that the celebration is also intended to highlight the "North and East Texas" identity of the brand. By focusing on local communities—from the suburban sprawl of Garland to the rural charm of Van—Soulman’s positions itself as a neighborly fixture rather than a distant corporate entity.

Implications: The Role of Heritage in the Modern Restaurant Industry

The "Slice of Memer" event carries broader implications for the restaurant industry, particularly in an era where consumers are increasingly seeking "authenticity" and "storytelling."

1. The Value of the Matriarch Brand: In the Southern culinary tradition, the "grandmother" or "matriarch" figure is the ultimate seal of quality. By centering their brand identity around Mary Alice Hallett, Soulman’s leverages a powerful emotional connection. Customers aren’t just buying a meal; they are participating in a 50-year-old family tradition.
2. Nostalgia as a Marketing Tool: As the restaurant industry becomes more digitized and automated, events that celebrate "vintage" photos and "passed-down" recipes act as an antidote to corporate coldness. The #SliceOfMemer campaign effectively uses modern social media to promote old-world values.
3. The Survival of Regional Chains: Soulman’s success suggests that regional chains can survive and thrive against national giants by leaning into their specific local roots. While a national chain might struggle to tell a cohesive story across 50 states, Soulman’s can tell a very specific story across North and East Texas.
4. Community Engagement through Shared History: By offering a giveaway tied to a birthday, Soulman’s creates an annual "moment" on the calendar that guests can anticipate. This builds brand loyalty that transcends the food itself, creating a sense of shared history between the restaurant and its patrons.

As May 20, 2026, approaches, the 21 locations of Soulman’s Bar-B-Que stand ready to serve more than just ribs and brisket. They are preparing to serve a slice of history—one that began in 1911 with the birth of Mary Alice Hallett and continues to nourish the spirit of Texas barbecue today. For those lucky enough to be among the first 101 guests, the taste of buttermilk pie will be a sweet reminder that in the world of Texas BBQ, family is the most important ingredient.

About Soulman’s Bar-B-Que:
Founded in 1974 in Pleasant Grove, Texas, Soulman’s Bar-B-Que has spent over 50 years perfecting the art of Texas-style BBQ. With a commitment to "low and slow" hickory smoking and a menu rooted in family recipes, Soulman’s has grown into a beloved regional chain with 21 locations across North and East Texas. The company remains family-owned and operated, consistently earning accolades as one of the top BBQ chains in the United States. For more information, visit soulmans.com.