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Texas Brisket Price Soars: Will Texans Pay $40?
5 Sep
Summary
- Brisket prices are rising, forcing Texas pitmasters to adapt.
- Some Texas BBQ joints charge over $40 per pound for brisket.
- One Houston eatery offers 'Original' and 'Craft' brisket at different prices.
The escalating wholesale price of brisket presents a significant challenge for Texas barbecue restaurants, pushing many to sell this staple meat at cost or even at a loss. Pitmasters are now experimenting with pricing strategies, with the perceived consumer limit, or 'choke price,' for brisket hovering around $40 per pound. This figure represents the point at which most establishments can still achieve a minimal profit.
While many barbecue joints strive to remain under this price point, some, particularly in Austin and Dallas, have begun charging more. Establishments like Franklin Barbecue and Interstellar Barbecue in Austin, and Goldee's Bar-B-Q in Dallas, are listing brisket at $42 per pound. Leroy and Lewis Barbecue in Austin has set its price even higher at $46 per pound for locally sourced beef.
Conversely, prominent craft-style barbecue restaurants in Houston and San Antonio have largely maintained prices below the $40 mark. For instance, Truth Barbeque in Houston sells brisket for $37 per pound, and Pinkerton's Barbecue is priced at $35 per pound. These locations are attempting to balance rising costs with customer affordability.
Old-school neighborhood barbecue joints face unique pressures, as loyal customers accustomed to decades-old prices are sensitive to increases. These establishments must also contend with the growing demand for craft-style brisket. To navigate this, some are innovating. Demeris Bar-B-Q in Houston, for example, offers both an 'Original' brisket, prepared traditionally for over 60 years with hickory smoke and no seasoning, and a 'Craft' version, which is hand-trimmed, seasoned, and slow-smoked for a richer bark and bolder flavor.
The 'Craft' brisket, introduced recently, has quickly gained traction, accounting for 40% of brisket sales. The 'Original' is priced at $28.95 per pound, while the 'Craft' version costs $32.95 per pound. This dual offering allows Demeris Bar-B-Q to honor its heritage while meeting evolving customer preferences for modern barbecue styles.
