World, meet Sugars. The best BBQ....on HWY 68.....between Espanola and Taos in New Mexico.
I can with all honesty say they do the best job branding their lovely little establishment....along that strip of road. But hey, if you're within 20 miles and hungry, you know where to go and it's mighty fine food. The name is easy to remember. You can't miss the simple "Sugar's" red and white sign and the colorful decor. Local patrons like to walk up and place their order, then hang out in the front seat of their car until the order is ready. For those who like to venture around the property, the most interesting brand ritual at Sugar's would be visiting the grave of their beloved mascot, a bulldog named Sugar. There, you can also read their brand legend.
The lesson for today: it's ok to just own ALL of a very small market. They are the best in the world, when you are on this stretch of road.