For The Culture Delivers
By Apollo Woods
The Bigger Than Food Foundation is proud to announce that For The Culture, our inclusive supplier campaign, has made history by bringing the first Black-owned restaurant to the Paycom Center, home of the OKC Thunder. This initiative reflects our unwavering commitment to diversity, economic development, and community empowerment.
Through campaigns like OKC Black Restaurant Bingo and For The Culture Pop-Up at Paycom Center, we continue to expand opportunities for diverse suppliers in Oklahoma City and beyond. We recognize that when Black-owned businesses thrive, they uplift the communities they serve—driving cultural and economic growth.
The Game-Changing Success of For The Culture
In February 2024, For The Culture took center stage when two beloved Black-owned BBQ restaurants, Big O’s Pork & Dreams and HeavenLee BBQ, were featured at four OKC Thunder home games. This was not just a win for the businesses involved; it was a celebration of local flavors and cultural pride.
Thunder fans and arena visitors jumped at the opportunity to savor the delicious offerings from these restaurants. The positive reception from fans sent a clear message: these businesses are more than capable of thriving in the high-energy atmosphere of an NBA arena. From pre-game excitement to post-game celebrations, the food from Big O’s and HeavenLee BBQ became an essential part of the fan experience.
One key to this success was our focus on data analytics. At Bigger Than Food, we don’t just launch campaigns—we measure them. Throughout this initiative, we worked closely with the OKC Thunder and Levy Restaurants to track fan engagement and satisfaction. The data showed that For The Culture had resonated with fans and contributed to an enhanced arena experience.
As the Thunder’s playoff run ended, our conversations shifted to what could be next. And that’s when the real work began between Bigger Than Food and OKC Thunder.
A Permanent Place in Paycom Center
After months of meetings and careful negotiation, we’re excited to announce that Big O’s Pork & Dreams has secured a permanent concession at Paycom Center for the 2024 NBA season. This is a monumental achievement, not only for the Bigger Than Food Foundation but for the entire Black-owned business community.
Big O’s will not only serve Thunder fans during the NBA season but will also have the opportunity to cater to attendees of concerts and third-party events at Paycom Center. This marks the first time a Black-owned business has become a permanent fixture in the arena—breaking barriers and opening doors for future diverse suppliers.
Acknowledging Our Supporters
This incredible milestone would not have been possible without the unwavering support of key partners at the OKC Thunder and Levy Restaurants. We would like to extend a heartfelt thank you to Brian M. Byrnes, Senior Vice President at OKC Thunder, whose monumental support has opened doors for this opportunity. The coffee conversations that led to understanding and a shared vision for supporting the local economy through Black-owned businesses were pivotal in making For The Culture a reality.
A sincere thank you also goes to Scott Loft, Vice President of Ticket Sales, Member Services, and Business Intelligence at OKC Thunder. Scott’s insight and guidance were instrumental in aligning our goals with the Thunder’s vision for fan engagement and local economic growth.
We are equally grateful to Kelly Joiner, Director of Operations at Levy Restaurants, for her continued support of For The Culture and the concessionaire venture. Her belief in the power of inclusivity and her desire to bring diverse suppliers into Paycom Center made this historic partnership possible.
The Power of Inclusive Procurement
The success of For The Culture highlights the broader benefits of inclusive procurement. When businesses owned by people of color (POC), women, and other historically disadvantaged groups are given opportunities, the economic and social ripple effects are undeniable. According to the U.S. Small Business Administration, there were over 8 million minority-owned companies in the United States as of 2018. Meanwhile, the National Minority Supplier Diversity Council reports that certified minority business enterprises (MBEs) generate $400 billion in economic output, creating or preserving over 2.2 million jobs annually. This also results in $49 billion in revenue for local, state, and federal tax authorities.
Beyond the ethical reasons for supporting supplier diversity, there are sound commercial reasons to do so. An inclusive supplier strategy increases competition and drives innovation by widening the pool of potential vendors. It can lead to better products, lower costs, and stronger supply chains that are more resilient in uncertain times.
For companies like OKC Thunder and Levy Restaurants, For The Culture is more than just a campaign—it’s a blueprint for how businesses can work together to create meaningful economic opportunities for marginalized communities. The results speak for themselves, as does the enthusiasm from fans who have embraced these Black-owned restaurants.
Looking Ahead: Expanding the Table
At Bigger Than Food, we believe in creating spaces where everyone can come to the table and eat—literally and figuratively. The success of For The Culture is proof that inclusive strategies not only work but thrive. This is just the beginning. As we look ahead, our goal is to continue expanding opportunities for diverse suppliers in arenas, stadiums, and other major venues across the country.
Our brand influence, strong relationships, and management skills have led to multiple ventures for Black-owned restaurants in Downtown Oklahoma City and Northeast Oklahoma City. We are passionate about helping entrepreneurs bring their dreams to reality.
The impact of this initiative goes beyond just food—it’s about changing the landscape of opportunity for businesses that have been historically overlooked. Big O’s permanent concession at Paycom Center is a victory, but we’re not stopping there. With ongoing support, For The Culture will continue to elevate Black-owned businesses, foster economic growth, and build stronger communities.
Because at the end of the day, there’s a place at the table where everybody can eat. And thanks to For The Culture, we’re making sure that table is bigger than ever.
For more information on For The Culture and other initiatives by the Bigger Than Food Foundation, visit okcblackeats.com.
