March 10, 2025
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In our debut episode of Science of Service, we dive into the story of William ‘Bill-E’ Stitt and his journey from the corporate restaurant world to running a burgeoning bacon empire in Fairhope, Alabama.
Bill-E shares his vision for the Bill-E's brand and discusses the challenges and triumphs of expanding his restaurant business into retail. Learn about the importance of quality, strategic partnerships, and effective processes in scaling a hospitality business into retail.
If you're dreaming of growing your restaurant brand but feel stuck, Bill-E's got plenty of inspiration, plenty of bacon and some practical advice to help you navigate the complex world of retail expansion while maintaining excellence in hospitality. For restaurant owners ready to explore new revenue streams or food entrepreneurs looking to build their brand, Bill-E's success story offers an inspiring playbook for bringing home the bacon (literally).
It started with a dream (and a butcher)
Like any great recipe, Bill-E's restaurant-retail concept began with a simple idea stirred with ambition. Named after his great uncles, William and Ernest, Bill-E's started as a vision during Stitt's college days. His dream? A Southern brand serving top-notch food alongside his own line of products like bacon, bourbon and beer.
Fast forward to now, and it’s not just a dream—it’s a reality. Located in Fairhope, Alabama, Bill-E’s is the ultimate combo of a warm, welcoming restaurant, filled with Southern charm, quirky decor and, of course, world-class bacon. This unique fusion of hospitality and retail has reshaped Bill-E's business and brand revenue potential.
What makes Bill-E stand out
At its core, Bill-E's success lies in its customer experience. His restaurant isn’t just a dining spot; it’s an experience loaded with great food, live music and an atmosphere that encourages you to linger.
A Winning Restaurant Operation
Here’s what keeps customers coming back:
- Drool-worthy dishes like the Pork Belly Sammich featuring thick slices of house-cured bacon topped with Alabama-made Wickles pickles and slaw.
- Live music events that include local artists as well as big-name acts. Guests can even use their open stage for impromptu performances!
- Southern hospitality at its finest. From eclectic decor to friendly greetings, the vibe is always inviting and unpretentious.
This vibrant culture sets the stage for the retail integration to shine and creates an emotional connection that keeps customers coming back for more (with bacon in hand).
The secret ingredient to success? Damn good bacon.
At the heart of Bill-E’s business is his signature bacon. But this isn’t just any bacon; this is 8-day cured, hickory-smoked, hormone-free happiness. Stitt uses premium pork from pigs raised responsibly, ensuring every bite stays true to the natural pork flavor.
Creating bacon this unique took time and experimentation. Unlike mass producers that rush the curing process with liquid smoke, Bill-E decided to slow things down. His eight-day curing process with brown sugar, molasses, and kosher salt ensures the bacon hits just the right flavor notes. The end result? A gourmet product that guests and chefs can’t get enough of.
Oh, and just to add some intrigue, the bacon isn’t just cured with care—it’s also serenaded. Yep, musicians performing at Bill-E's play to the bacon during their gigs, as the smokehouse sits directly behind their stage.
Why retail became the next logical step
For Bill-E, the jump into retail wasn't just about selling more bacon. It was about developing an additional revenue stream that strengthened his brand. It all began when customers started asking to buy his bacon by the pound after trying it at the restaurant. Soon, other local restaurants picked up on the buzz, requesting to use his bacon on their menus too.
There were challenges, of course. Gaining USDA certification, refining packaging for retail sales, and perfecting distribution logistics were all part of the learning curve. But for a determined entrepreneur like Bill-E, these obstacles were just part of the adventure.
The benefits of retail
Here’s what retail added to the mix:
- Brand Visibility: His branded products on grocery store shelves created awareness far beyond the restaurant’s walls.
- Revenue Diversification: Retail helped cover the thinner margins associated with running a restaurant.
- Community Connection: More than just a product, the bacon became a representation of Fairhope, Southern hospitality and culinary excellence.
Making retail and restaurant work together
Bill-E’s greatest accomplishment may be how he blended his restaurant and retail operations into a seamless machine. Guests visiting the restaurant can take home a pack of bacon. Similarly, grocery customers who buy Bill-E's Bacon often find themselves making pilgrimages to the restaurant after seeing the Bill-E name. You can’t beat that kind of synergy.
Lessons for restaurant owners wanting to go into retail
If you’re a restaurant owner considering branching into retail, here’s what you can learn from Bill-E’s experience:
1. Start with a stellar product
It doesn’t matter how cool your branding is or how clever your marketing campaigns are. At the end of the day, the product has to deliver. Bill-E’s bacon sparked customer demand because it was unforgettable. That’s the bar you need to aim for.
2. Streamline your processes
Scaling operations isn’t easy, but tools like recipe management software, updated point-of-sale systems, and proper inventory solutions make a world of difference. Bill-E invested in smarter systems to stay on top of both food production and retail sales.
3. Build strong partnerships
Bill-E leaned on partnerships with distributors and grocery stores to expand his bacon’s reach. He also found innovative ways to collaborate, like using distribution trucks’ backhaul capabilities to lower logistics costs. Think creatively when forming partnerships!
4. Balance pricing ethics
Undercutting your retail partners by offering a lower price at your restaurant won’t build trust with your distributors. Instead, Bill-E ensures price consistency across all sales channels, maintaining fairness and strong relationships with his distributors and grocers.
5. Stay true to your purpose (and brand!)
Throughout his expansion, Bill-E has remained laser-focused on his brand’s authenticity and quality. Whether through his commitment to sustainable pork sourcing or his refusal to rush production, he’s made sure every decision aligns with his values.
Bringing home the bacon in a big way
Bill-E’s story proves that it’s possible to balance creativity with practicality, dream big while staying grounded, and scale your restaurant and retail business without sacrificing quality or authenticity.
For restaurant owners considering retail, his story is a testament to the incredible potential of diversifying revenue streams while staying true to what makes your brand special.
Episode time stamps:
00:00 Introduction
06:36 Bacon: The Heart and Soul of Bill-E's
10:04 The Journey to Retail Success
17:31 Scaling the Brand
32:08 Bill-E's Future Plans
34:44 Conclusion and Final Thoughts
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