Business on the Grow/From The Hub
Devine Grilling
Your name, business name & what service does your business provide
Devine Wilson, Devine Grilling. We specialize in grilled & smoked meats. We’ll serve up anything from juicy pork rib tips to beef rib tips to jerk chicken tips. We even have turkey tips. We’ve also have beef brisket and ox tails. We have chicken and beef sandwiches and serve up meals for one or 10. All of these come with sides of fries, red beans & rice or mac and cheese. We are open from noon to 7 p.m. on Monday, noon to 8 p.m. Tuesday-Saturday and closed on Sundays.
- What inspired you to start your business? And why?
In April of 2022 I was incarcerated in Montana, and once I was released, I moved to Madison. I moved back with my Cadillac truck and the cargo pants that I had on. I found a job and soon after being hired, my employer threatened my job, and I took that as a sign to go into business for myself. I didn’t want anyone to feel as if they had control over my income. I left there to go to Granny’s Kitchen in early 2023 and started selling my rib tips and jerk chicken. I started renting my boy Andre’s food truck from there. I bought my food truck in 2024 & from there I started hustling.
- What has it been like owning and growing as a black owned business in Madison?
STRESSFUL! I’m self-taught, the mentorship has been limited, most of my learning has been on the fly as I go and grow.
- What are some of the challenges you face and how do you push through them?
One challenge I faced was utilizing the food truck through the winter- below zero temps, managing breakdowns on the food truck while in the cold. Finding the right locations was a challenge as well- maintaining relationships with different businesses. I’d also say managing and getting through the slow months of business. I had no choice but to be successful- this was my business, my baby and I put my all into it.
- How has your business changed or grown since starting?
I’ve become a household name. People love the authentic me and my biggest thing is giving people hope by showing them how to persevere and chase their dreams. A lot of my family and old associates from Chicago still hit me up, check in and keep me motivated.
- What helped you grow most? Mindset, products or customers?
My hustle & my mom. The things I learned while in the streets of Chicago really helped me understand business from a different perspective. I still run $10 meal deal specials that are inspired by seeing my mom hustle growing up and selling $10 plates in her restaurant. I’ve built a nice sized following on social media and understand how to create content. One of my best videos hit over one million views.
- How does the current market feel for your business?
I have a special BBQ niche. I do Chicago style bbq because I’m a leader and trendsetter in my field which creates an opportunity for me to corner the market and capitalize on my specialty.
- How important has community been for your growth?
Very important. None of this would be possible without the support of my community. From selling plates out of my house to the food truck to a brick and mortar. That’s exactly why I love giving back to the community. Through food donations, backpack drives, volunteering and even giving away plates to the homeless.
- What’s one thing you want people to know about your business that they might not know?
I do this for the people, not just for the money. When the community calls, I show up. Profits are nice, but my cup gets filled by knowing I took care of the people who help take care of me.
- What is next for you and your business?
Elevation. One of my biggest goals is to eventually franchise my business out to the next eager pitmaster. I love being able to teach the next generation and help people grow and expand their knowledge in the meat smoking game.
- What advice would you give another Black-owned business starting in Madison?
Have your credit together. Personal credit is extremely important and anything you’ve done in the past will come back around and hinder your ability to access business credit. Get out of your comfort zone and don’t be afraid to fail. It’s not what you know, it’s who you know. Networking and meeting new people will open doors and opportunities for you that might not have been available.
