Today we’d like to introduce you to Les Rhodes.
Hi Les, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
It all started at my sons’ flag football games. We’d be at the fields all day because the boys had games at different times, and there wasn’t any food around. So I brought a canopy, some drinks, chips, and started barbecuing—mainly just to feed our crew.
But then people started walking up, asking if we were selling plates. At first, we were just winging it—$12 sandwiches, no permits, no clue we even needed them. But we were coming home with cash. That hustle quickly grew into something much bigger—especially now, looking back, fully licensed and running a whole business.
We made things official in 2019—got the licenses and certifications. By 2020, we launched a website and started selling meats online: brisket, sausage, pulled pork, pork chops, chicken—plus merch. At first, it was still just a side hustle. I was working full-time at Rio Tinto, and my wife was a nurse in Salt Lake City. We’d hustle on the weekends—catering gigs, pop-ups at festivals, rodeos, breweries—wherever we could get in.
The turning point came during NBA All-Star Weekend. I was working security at the event and decided to bring a stack of LES BBQ business cards with me. I started handing them out to everyone—celebrities, influencers, whoever would take one. That moment planted seeds I didn’t even realize would sprout so fast.
About a month later, my wife and I were at Sam’s Club picking up meat when I saw oxtails. I thought, What would these taste like smoked? The next day, I went back and bought three packs. While my wife was asleep after a long night shift, I smoked them. When she woke up, I rushed her out of bed to film a video of these candy-red oxtails on the smoker—and that video went viral.
We put oxtails on the website and everything took off. Every platform blew up. Orders started pouring in from all over the country. I remember when we hit 100K followers, then 200K, then 300K—it just kept climbing. That’s really when the “Oxtail King” was born.
Oxtails have deep roots, especially in Black history—they go all the way back to slavery. No one had seen them smoked before, and that uniqueness caught fire, especially in the South. It connected with people, not just because of how good it tasted, but because of the culture and story behind it.
At the end of the day, we built this business as a family. From cooking in the parking lot to shipping smoked oxtails nationwide, every part of our journey has been hands-on, built from the ground up. And we’re just getting started.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Not at all. When I was still working full-time at Rio Tinto, every day off was spent barbecuing or catering. I’d rearrange my schedule just to make these gigs work—showing up tired, but showing up. As the demand grew and more events started coming in, I finally made the leap and quit my job in June 2022. That decision didn’t come easy, but I knew I had to bet on myself.
One of the hardest parts was the time it pulled from my family. I used to play catch with my boys all the time and never missed their games. But once the business picked up, that all shifted. I missed out on moments with my wife and kids because I was always with the smoker, prepping orders, or traveling for events. That kind of grind takes a toll.
The road’s been anything but smooth. I had to learn how to run a business while being in it—learning the ropes as a first-time entrepreneur, trying to figure out what systems to build, how to scale, and how to manage growth. Going from cooking at home to running a full-blown commissary kitchen, while juggling catering, a restaurant, e-commerce, and events—it’s been nonstop.
But all those struggles taught me something. They sharpened me. And now, I’m finally reaching a point where I can take a breath, be more present with my family again, and still keep pushing the business forward. It’s been a grind, but a meaningful one.
Can you tell our readers more about what you do and what you think sets you apart from others?
Having the eye to sell food. To be able to look at a plate and know what it should look like that would entice people to buy it. Creating content that captures attention and really keeping people engaged. Ensuring you always stay effective at inspiring and leading people.
I’m most known for being a hard worker and that’s what I’m proud of is to have a great work ethic and to be able to make anything happen.
What sets me apart – being a true part of the culture that I come from. You can’t buy culture, you got to have it. In Cuero, Texas everybody loves to eat and everybody has a taste for good flavor. Rain, sleet or snow, the pit gonna go.
Is there anyone you’d like to thank or give credit to?
Absolutely—my family. My wife Chanel and our four sons have been the backbone of this journey. They’ve supported me, pitched in whenever and however they could, and believed in me even when things were uncertain.
Chanel, especially—she’s been a real one. She’d work overnight shifts as a nurse, come home exhausted, and still show up to help me sell plates. While I was on the grill, she was running orders, handling the money, talking to customers—making sure everything kept moving. We built this side by side, and I wouldn’t be here without them.
Contact Info:
- Website: LESBBQ.COM (https://lesbbq.com)
- Instagram: @lesbbqutah & @lesbbqsandwiches
- Facebook: Les BBQ Sandwiches (https://www.facebook.com/
profile.php?id=61559773894880) - Youtube: https://www.youtube.com/@lesbbq
