Last year on The meez Podcast, host Josh Sharkey, CEO of meez, sat down with Shawn Walchef, a visionary entrepreneur behind Cali BBQ and Cali BBQ Media. Their conversation wasn't just about the art of barbecue; it was about how the principles of low-and-slow cooking translate into building a successful business, especially in the digital age.
The Barbecue Media Business
Shawn Walchef isn't your typical restaurateur. With five barbecue locations, a master smokehouse, ghost kitchens, and stadium venues under his belt, Shawn has built a barbecue empire in San Diego. But what sets him apart is his unique approach to media.
"We own a barbecue media business," he explained, a concept that might seem confusing at first until you understand Shawn’s vision.
For Shawn, the future of Cali BBQ is about more than serving great food—it's about leveraging technology to get that food to more people, faster, and more efficiently.
His goal is to use the lessons learned over 15 years in the business to create a more sustainable and profitable model, one that embraces technology to avoid the pitfalls of long lines and limited supply.
"The problem with great barbecue is that it takes time and it takes expertise. What we've figured out after spending 13 years pre-pandemic, learning how to market our business, brand, our business, make incredible barbecue, host incredible events, is that ultimately we need to create a solution to get more barbecue to more people so they don't have to wait in line."
Barbecue as a Craft—and a Metaphor
During the conversation, Josh was struck by Shawn’s philosophy that building great barbecue is akin to building a successful media presence: both require patience, experimentation, and a deep understanding of the craft.
Barbecue is like this great equalizer. It doesn’t matter how good of a chef you are. If you want to be good at it, you've got to just start and screw up and test and ask questions.
This low-and-slow approach, where you take the time to learn and perfect your craft, applies equally to creating digital content. Shawn shared that the same patience and persistence he applies to smoking meat also applies to building a brand and telling a story online. It's not about being the fastest; it's about being the most consistent and dedicated.
Storytelling Through Emotion
A significant portion of the conversation centered around the importance of storytelling in business. For Shawn, storytelling isn't just a marketing tool—it's the foundation of his business model. Whether through videos, podcasts, or blog posts, Shawn believes that storytelling is how you create emotion and connection with your audience.
But telling a compelling story isn’t easy. It requires curiosity, courage, and, often, vulnerability. He emphasized the importance of staying curious, getting involved, and being willing to ask questions, even if they seem stupid. This openness and willingness to learn are what allow him to connect with his audience on a deeper level.
Some of the most difficult parts of that formula are asking for help. No one's listening to this podcast unless you're a curious person. Curious people want to level up. They understand that they do not have all the answers, and that's why they seek more information through podcasts, through videos, through books, through seminars, through continuing education.
Focus on Micro Moments
In a world where everyone is trying to create the perfect ad or the most polished content, Shawn encourages business owners to be raw and authentic.
Shawn urges entrepreneurs to focus on sharing their real experiences rather than crafting a perfect narrative. The process, according to Shawn, involves four steps: plan, produce, publish, and promote. While most people are good at planning, many struggle with the production and publication stages, where vulnerability comes into play.
Publishing, in particular, is where the rubber hits the road. It's the moment when you put your work out into the world and open yourself up to criticism and feedback.
"What the internet wants, what most business owners are unwilling to do, is to be raw and authentic and to be the show, not the commercial. So document versus create."
One of Walchef’s standout skills is his ability to capture and share “micro moments” through his smartphone. Whether he’s documenting his son’s Little League game or a family outing to Niagara Falls, Walchef uses his smartphone to create stories that go beyond mere documentation.
As Shawn puts it, he wants to be present for his kid wile also capturing a little bit of video. His approach allows him to share these moments not just with his immediate family, but with a broader audience, including friends and followers who can relate to his experiences.
Personal Versus Professional Lives
For Walchef, there is no separation between his personal and professional lives. He views storytelling as an integral part of his daily life, whether he’s attending a Chargers game with his family or participating in a media appearance.
This integrated approach helps him create authentic content that resonates with people on a personal level, enhancing his brand’s connection with its audience.
"I don't have a business life and a personal life. I have one life. So I'm always publishing, I'm always recording. I'm always figuring out ways to better tell the story. The point isn't to advertise. The problem is everyone is worried about what's the advertisement, what's the commercial? And I'm saying be the show, not the commercial.
Balancing privacy with storytelling is a common struggle. Walchef addresses this by focusing on the value of the story rather than the personal details it reveals. He shares how taking his son to a media event became a memorable story for both him and his audience.
By finding the intersection of personal experience and broader relevance, Walchef creates content that is both meaningful and respectful of privacy.
Building Relationships Through Engagement
Walchef views promotion as more than just pushing content; it’s about building and nurturing relationships. He emphasizes the importance of engaging with your audience and valuing their feedback, advising, “Do not post and ghost.”
By actively responding to comments and fostering a community around his content, Walchef cultivates a loyal following that appreciates his contributions.
His approach to content creation and promotion is grounded in a long-term vision. Walchef believes that true quality and impact come from consistent effort and authentic engagement, rather than immediate results.
Finally, Walchef stresses the importance of clear communication. He advocates for memorable message that resonates with your audience, ensuring that your message is both understood and remembered, whether in restaurant marketing or any other field.
"The problem that we all have is that we overcomplicate what we do. We do not simplify the message, and if you confuse, you lose. We don't practice the art of our elevator pitch. We don't refine the craft of who we are and what we do. What problem do we solve? We get so in the weeds that we forget why we originally opened up the restaurant. "
The Future of Barbecue and Media
As the conversation wrapped up, it was clear that Shawn sees the future of his business—and the industry—as being closely tied to the internet. "We’re just at the beginning of the internet," he said, expressing excitement about the potential for growth and innovation.
For Shawn, the key to success in both barbecue and media is persistence, patience, and a willingness to embrace failure as a learning tool.
In a world that often glorifies speed and instant success, Shawn Walchef’s approach is a refreshing reminder that the best things in life—whether it's a perfectly smoked brisket or a successful media empire—take time, dedication, and a whole lot of passion.
Listen to the full conversation with Shawn Walchef on The meez Podcast
