The business was re-branded as Holy Smoke BBQ and a new era began for the long standing company. Riley continued the successful catering enterprise while looking for a new retail outlet. The North Market was interested in a BBQ restaurant for the space, and Holy Smoke BBQ became the right fit. With the opening of the North Market Holy Smoke BBQ began selling their own BBQ sauce and re-imagined the brand for the current food environment, serving fresh cooked brisket and pulling pork off the shoulder to order. After the first year the north market location began to rapidly expand and Holy Smoke started looking for a new commissary that would support retail sales.