Smokehouse operator Red's True Barbecue has created travelogue podcasts to accompany its new dishes.
Each year members of the management team travel to the southern states of the US for research and development, meeting local pitmasters and unearthing new menu ideas.
The Red's True Barbecue team has now released four half-hour podcasts, released to coincide with the launch of the new menu. They include interviews with local pitmasters, barbecue restaurant owners and the general public from Kentucky, Tennessee, Arkansas and Texas, along with a soundtrack to their road trip.
Co-founder James Douglas said: "Our annual pilgrimage is the most amazing trip you can ever undertake, and it's so valuable to the business, ensuring we constantly innovate.
"The new dishes we bring to our believers are totally inspired by this trip; the people we meet, the joints we eat at. For example, The Sleepy James, which is a southern fried chicken breast between two sweet waffles, is inspired by a moonshiner we met at Dodge Gas station in Memphis; an amazing man with incredible stories that really makes the Tennessee podcast."
Podcasts are available free on iTunes Store and Soundcloud.