Hickory Smoked & Made With Love.

A true Southern dining experience supported with 50-years of family recipes.

Check Out Our Atlanta Restaurants

  • Net Sales Range $3,537,589 to $1,132,746*
  • Unique Concept and Proven 35 Year History
  • Food Cost Range 35.2% to 32.2%*
  • Other Revenue Streams
    Catering, Holiday Meals & Retail Items


* The Table presents the results at 5 affiliate operated dine-in locations that were open at least 12 consecutive months as of December 31, 2018. Table 1 does not include results from (i) one affiliate operated location that was not open at least 12 consecutive months as of December 31, 2018, (ii) 3 affiliate operated carry-out only locations with no dine-in facilities, and (iii) our two affiliate franchised locations in Atlanta for which we do not have access to any detailed financial information, as they are not required to submit that information to us. None of these locations closed during 2018.
  • Quick Expansion Possibilities with Lean Labor Model & Scalable Operating Plan
  • Day Parts Lunch & Dinner
  • 5% Royalties
  • 1% National Marketing Fee

The Process

Getting Started is Easy!

Complete & Submit Request Info Form

Meet With Us to Discuss Your Plans

Complete Application & 
Due Diligence

Meet With Our Team

Sign Agreement

Unique Recipes. Authentic Experience.

Brisket & Pulled Pork
Sides & Sauces

Request More Info

Prospective franchisees must be hands-on operators armed with a passion for the restaurant industry and a focus on outstanding food and quality service. We strive for operational excellence and expect our franchise partners to adhere to our structure, process and brand guidelines.

Are you a good fit? Fill out the form below and let’s find out.

  • This field is for validation purposes and should be left unchanged.

Our Story

This Is It! was founded more than 35 years ago by the Anthony family who have a rich, 80-year history in the restaurant business.

The dream for Butch began in 1951 when his parents opened their restaurant in Tampa, Florida. That’s where Butch received his first taste of the entrepreneurial experience, where he learned to cook, where he learned the importance of warm, friendly service and where he first dreamed of opening his own restaurant.

In 1976, Butch opened his first restaurant in Atlanta and seven years later, Butch and his wife founded This Is It! BBQ & Seafood. Heralded as local pioneers of southern home-style cuisine, their focus then, as it is today, was to promote quality food and family pride. With more than 25-years in the restaurant industry, Butch’s This Is It! restaurants are recognized for their exceptional hospitality while serving the best southern home-style dishes.

In 2016, Belief Brands Partners, LLC was formed to be the franchisor of This Is It! under a renewing 50-year licensing agreement.


About Belief Brands

Belief Brands Partners was formed by Atlanta-based private equity firm Corlex Capital. Corlex has recruited a leadership team for Belief Brands that has more than 100-years of restaurant management and franchise experience. The Corlex Partners have sponsored investments in more than 10 restaurant and franchising companies, and have specialized in private equity, investment banking and operations, with a particular focus on restaurants and franchising. Along with an experienced board of directors, including Mr. Shelly “Butch” Anthony III, Corlex will oversee Belief Brand’s growth.

Just The FAQs

I hear there is a new prototype restaurant. What does it look like?

Yes, we’re proud of our exciting new restaurant design. You can take a tour by clicking here.

What do we look for in our franchisees?

We are looking for multi-unit franchisees or qualified investors with an established operating team. A passion for food and hospitality are the two most important traits in prospective franchisees.

What will it cost to open our first location?

The initial investment to open a Dine-In restaurant including franchise fee will range from $664,800 to $902,250 and to open a “To-Go” location will range from $450,650 to $605,400. Please refer to the current FDD for exact breakdown of the costs.

Can I open multiple units or purchase a territory?

Our system is designed to scale multiple units in a territory. A multi-unit agreement will allow the franchisee to benefit from scale as new locations can be opened without the infrastructure requirements of the flagship restaurant.

How long will it take to open a This Is It!

Timing will largely depend on the time it takes to complete training as well as your real estate site selection. Other factors include design, construction, hiring and setting up your supply chain which may take anywhere from 6-12 months from the time a Development agreement is signed to opening your 1st restaurant.

What training is provided to franchisees?

This Is It! will host your corporate and restaurant team at our training kitchen in Atlanta for extensive course work in production, systems and Management. Franchisees will also spend time in our restaurants during this process. An additional 2 weeks (one week prior and one week following the opening of your first restaurant) of training will be provided in your local market. Training tools and operational guidance will be provided to the franchisee throughout the process.

Who handles restaurant design and construction?

We will provide you with a base set of comprehensive design plans that can be tailored to accommodate almost any suitably sized space. You will be required to hire an architect and construction team to facilitate your build out.

How will I choose where to open in my area?

You will select your location based on your local market knowledge. We will help in offering our real estate expertise and offer guidance from our national brokerage relationships. The ultimate decision will be made by the franchisee.

What about International opportunities?

Interested parties should fill out the web submission form. International investment amounts will vary by country and territory agreement.

What is the franchise fee?

The Franchise Fee is $35,000 for each Dine-in unit & $25,000 for each TOGO unit.

Do you open on Sundays?

We are closed on Sundays as we believe everyone needs a day of rest including our staff.


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