A vacation in Williamsburg would not be complete without a visit to the family-owned business that has grown from humble beginnings in 1971 to become a nationally known, award-winning establishment.

It will not be found among the chain restaurants and pancake houses that line Williamsburg's Richmond Road, Route 60 West. The drive to Pierce’s only adds to the enjoyment of the outing. Going west, past the wall-to-wall eateries, a right turn at the first traffic signal just beyond Williamsburg’s western city limits will put you on Airport Road.
This road is a pleasant drive through the woods of the watershed that surrounds Wolf Mill Reservoir. At the road’s end, a left turn will put you on Rochambeau Drive, and two miles away from the orange and yellow building that serves barbeque, which has earned Southern Living magazine’s “Readers Choice” award year after year.
The story behind Pierce’s starts with the sauce, a secret family recipe that can be traced back some 80 years to Flat Creek, Tennessee. In 1971, Julius C. “Doc” Pierce gambled that the appeal of his mother’s sauce could be turned into a profitable business.

With the help of his wife Verdie and his son J. C., a small 12’ by 14’ block building was built in the family horse pasture out near the highway. There was no dining room. It was strictly a walk-up business.
A sign, to be erected out by the highway, arrived with Pit misspelled. It had two TTs.

The sign painter refused to change it without additional payment, which Doc did not have. On October 15, 1971, with 20 dollars borrowed from a neighbor for use as change, and with a misspelled sign out front,
Pierce’s Pitt Bar-B-Que was open for business. The business was a success from day one. Pitt, with two TTs, has remained a part of the name.
Today’s visitor will find a modern facility that seats 104 inside and many more on the picnic tables scattered about on the lawn and wooded grounds. The menu is not limited to barbequed beef, ribs, and chicken. Burgers, hot dogs, chicken tenders, catfish, and children’s meals are offered, making it a place where the entire family can have a picnic on the grounds, a great place where kids, young and old, can stretch their legs.

Even the colors of the building have a story. Son J. C. and his father selected the bright yellow and orange after seeing them on many of the trucks passing by on the adjacent highway. They decided that if the colors were such a popular color for trucks, it would work for the restaurant.
The brightly colored building and its barbeque became too appealing to truckers and motorists after Interstate 64 was completed directly across Rochambeau road from the restaurant. Many drivers were stopping on the shoulder of the Interstate and walking over to the business, The state highway department erected a fence to block the foot traffic since stopping on the Interstate was illegal.
Your visit does not have to mean the end of your enjoyment.

“Doc” Pierce’s Bar-B-Que Sauce is now available in two flavors, Original and Honey. A 17.5-ounce bottle can be purchased at the restaurant, and a national distribution system is growing.