AUSTIN, Texas — A popular men's magazine writer made his mecca to Austin in search of what he calls “the best BBQ joint in America.”

Whether you believe in the hype, there is no disputing that Aaron Franklin and his staff put their hearts and souls in what they do. As you enter the doors after your multi-hour wait, warnings that you might not make the cut for the day's melt-in-your-mouth meat, the crew there has a way of making any malice right just by being, well, nice! 

“Franklin gives a damn. And later I'll learn that the no-bullshit, distraction-free nature with which he approaches his business and barbecue is why the food industry will be talking about Aaron Franklin for a long time,” Esquire managing editor Ben Boskovich said in his piece on the Austin treasure.

Barbecue in his blood

Born into barbecue, Franklin's parents opened a barbecue restaurant of their own. Maybe you've heard of it? Louie Mueller's. His passion ignited and after years of perfecting his brisket craft, he and wife, Stacy, kicked off their trailer in 2009, and two years later, they opened the doors at Franklin on 900 E 11th St. The rest is history. 

Franklin admits he doesn't eat the stuff

"I don’t really know. I don’t eat barbecue," he says. I laugh nervously, but Franklin doesn’t waver. "I don't eat that stuff, but I love to cook it,” Franklin reveals in the interview.

Boscovich goes on to say, much like that of a sommelier, Franklin cares more about his craft than indulging in it, so the barbecue-free thing is rational to him.

Kindness/success in the community

After Hurricane Harvey, and after his business suffered a damaging fire, Franklin hosted a benefit to raise funds for victims. 

Franklin is hosting his second annual Hot Luck, a food and music festival that unites chefs and musicians from around the country in Austin for Memorial Day weekend eats and tunes. This year benefits Austin's SAFE Alliance.

Oh, and he and fellow James Beard winner Tyson Cole just opened Loro in South Austin this month.  

"Just care," he told Esquire. "All you've got to do is care. Care about the people you're around. Care about the place you're working at. Care about whatever your craft is. Just care, and be thoughtful."