Tucumcari Ranch Supply owners prep it for sale

Earlier this spring, a sign went up behind the sales counter at Tucumcari Ranch Supply that stated: "THIS BUSINESS IS FOR SALE."

That effort to put the more than 40-year-old Tucumcari business - best known for its Watson's BBQ restaurant - on the market gained momentum when a Clovis real estate agent recently completed an appraisal on the property. Longtime owners Jimmy and Stella Watson anticipate the online listing will go live shortly in January.

The Watsons said during a recent interview that James McElroy, a longtime family friend, will be the real estate broker for the business.

Jimmy Watson said they initially put up the sign behind the counter "to see if there'd be any interest in it." He said a few tourists inquired about it.

In the meantime, the Watsons contacted McElroy.

"We told him, 'No hurry ... at your convenience,'" Stella Watson said. "He finally got around to taking pictures and talking to Jimmy about two weeks ago. We probably won't have a listing until after the first of the year.

"We told McElroy he's going to have to vet properly because we don't want every Tom, Dick or Harry who want to see everything in the store," she added. "If you're not serious, don't waste our time."

When asked what prompted them to put the business up for sale, Jimmy Watson pointed out he turned 70 last July. Stella marks her 70th birthday next May.

"It's not something that we have to do. But it's something that we have to think about doing in case something comes up," he said. "I still like doing it, and we're both still pretty healthy. But you never know ... you have today; there's no guarantee of tomorrow."

They also said the COVID-19 pandemic also prompted them to discuss it more about selling the place.

"COVID, it just kind of wore you down," he said.

If Tucumcari Ranch Supply doesn't get any takers, that doesn't mean it will close.

"I don't want people to get the impression that because it's for sale that we're quitting," he said. "If there's no interest, we'll keep doing what we do and cut back on our hours."

Tucumcari Ranch Supply opened in 1980 at its current location at 502 S. Lake St., and the Watsons gained outright ownership by 1983.

Jimmy's father, Jim, ran his Watson's BBQ business along Route 66 for a few years during the 1980s. He quit that business, but Jimmy and Stella continued to keep one foot in the barbecue sector with occasional catering jobs.

By 2008, the Watsons noticed changes in the ranch supply industry and a general softness in local sales due to a prolonged drought.

They revived Watson's BBQ in a small trailer on the side of their business.

"Instead of changing jobs, we stayed in the same building and changed direction," he said.

They eventually moved the restaurant into the Tucumcari Ranch Supply building, which continued to morph into a boutique and souvenir store, as well.

Watson's BBQ began to see praise for its food far and wide. That culminated in 2018 when Travel + Leisure magazine named it the 13th best barbecue restaurant in the United States.

Jimmy Watson says he primarily uses mesquite wood to smoke his ribs, pork, sausage and brisket, though he prefers hickory.

The Watsons estimate about 80% of their business comes from Route 66 travelers. A recent perusal of their guest book showed signatures from Kirkland, Washington; Norman, Oklahoma; Crossville, Tennessee; Brazil and Japan. On the day of the interview, customers said they were from California and Texas.

Because of that factor, Jimmy Watson thinks it likely will be an out-of-towner who purchases the business.

"There might be an Italian come in here and put in a bistro," he said. "It always could do more. They could put a beer and wine license in here. We've been blessed, but there's room for a lot more growth here.

"We don't have to sell this as a restaurant. If someone else wants to do something else with this thing, we'll entertain that idea, too."