ST. GEORGE —From brisket that melts in your mouth to ribs that fall off the bone, this new barbecue restaurant is creating a smoke show you’ll want to see for yourself.

The same location that once held St. George’s first bakery is now home to Pica Rica BBQ, a brand-new Central Texas barbecue joint with infusions of Mexico that’s taking the city by storm. 

“The name Pica Rica technically means rich and delicious,” co-founder Jason Neeley said. “So with barbecue, obviously there’s a richness there. But when something is pica, they say it’s kind of spicy to the point where it’s addictive, so you want to always come back and get more.”

And it isn’t just the flavor of the pulled pork or the signature mac and cheese, it’s the entire vibe customers feel when they walk inside. Neeley said he was a tour manager for a few Warped Tour-type brands and owned his own record label before getting into the restaurant industry roughly 10 years ago. His love for music is reflected inside the restaurant from floor to ceiling with records and other memorabilia. 

Not new to the restaurant business, Neeley said he opened Wood Ash Rye and Sego Restaurant in Kanab with his business partner Chef Shon Foster.

Pica Rica BBQ is now his “baby” and opened as a joint venture with his business partner Michael McHenry on April 20. Opening the restaurant was something he and McHenry talked about doing for over five years.

To learn from the best, Neeley went to Texas to learn firsthand how to make authentic Tex-Mex barbecue directly from locals. Upon returning home, he honed in on his skills before launching the business.

The brisket takes between 16-18 hours to cook, while the barbacoa is marinated for 24 hours before cooking for 16. Not using gas or electricity to smoke the meat means their pits run 22 hours a day on all-wood and are monitored for temperature and airflow — something Neeley said sets them apart.

“We do some really long cooks,” Neeley said. “Low and slow. We really put the emphasis on smoke being the background flavor and not something that’s the only thing you taste.”

The Central Texas barbecue style is infused with Tex-Mex, which Neeley said is different from what most people in Utah generally think it is. Their rubs are simple and consist of salt and pepper with their homemade sauces served on the side.

“Real Tex-Mex from Texas,” Neeley said. “We love the flavors of Mexico City and Pueblo, so we’re combining that into Central Texas barbecue. It’s authentic and we make everything in-house. We spend a lot of time on the craft of food.”

Pica Rica’s house-made flour tortillas are one of its most defining features. They make their own signature molé that’s converted into barbecue sauce, and other than the buns used for pulled pork and brisket, Neeley said everything is homemade. The barbecue joint does have hours, but unlike most restaurants, Pica Rica is designed to only stay open until the food runs out.

“People need to understand that with barbecue, I don’t serve the stuff the next day,” he said. “You’re not going to get brisket the next day or ribs or any of those other things. So I’m really cooking for people walking in the door.”

He added that the community has shown Pica Rica BBQ an outpouring of love since its opening, and they’ve had people travel from surrounding states as well as Northern Utah just to eat there. Along with dining in the restaurant, customers can place orders for pickup or hire Pica Rica BBQ to cater private events.

Pica Rica BBQ is located at 25 N Main St. in St. George. For more information, visit their website or find them on Instagram and Facebook.

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