× 1 of 3 Expand Photo by Kevin Roberts Ribs and taters × 2 of 3 Expand A tangle of smoked treats from Sugarfire Smoke House. × 3 of 3 Expand The exterior of the fifth Sugarfire Smoke House at 932 Meramec Station Road in Valley Park. Prev Next

Sugarfire Smoke House is growing faster than a 13-year-old-boy on a meat-eating binge.

A little over a month ago came the announcement of Sugarfire’s downtown outpost—adjacent to the National Blues Museum and slated to open in September—bringing the total number of BBQ restaurants to four (the others are in Olivette, St. Charles, and Winghaven).

Now today comes word that Matt Martin, a franchisee and co-owner at Winghaven, has signed a lease at 932 Meramec Station Road in Valley Park, near the intersection of Highways 141 and 44, bringing the store total to five.

Martin reports that the former Dickey's BBQ facility is in good physical shape and will not require much renovation, except for a more expansive hood system and a substantial change to the customer line. The building seats 150 (with an additional 35 on an elevated outdoor deck) and the owners are cognizant of the importance of traffic flow, known in the biz as “efficient throughput.”

Several POS registers will accommodate dine-in customers; to-go orders will be handled at a separate entrance by a different crew.

Martin plans to install two Ole Hickory smokers outdoors. “The farther that aroma travels, the better,” he sniffed.

The young franchisee, who gave up his job as Manager of Hotel Operations at Ameristar Casino in St. Charles to join the Sugarfire family, told SLM that every BBQ location is “the same but slightly different,” with each team of chefs responsible for that store’s side dishes and daily specials. The décor differs as well. “In Winghaven, we have a sports theme,” he said. “We may change that up in Valley Park.”

When asked if the Sugarfire crew has designs on other metro area locations, Martin was coy, saying “we might be done,” but hinted that if he had his wish, Columbia, Mo would be the next stop. We can only imagine what our college town parties would have been like with a platter or two of baby back ribs chased by a few Big Muddy sandwiches…