Walking into Truboy BBQ, you’d think you had just stepped into another version of Buc-ee’s, only smaller and with a tad more character. Packaged meats and ready-to-eat meals to the right, picnic tables to the left, and an abundance of goodies—cutting boards, tote bags, and imported snacks—in between.

After half a decade of success operating pop-ups and an online mail-order barbecue business, Jereis Khawaja opened the barbecue joint in Missouri City in October. He was intent on offering halal-friendly barbecue that more meat-eaters can enjoy—unlike more traditional Texas barbecue.

“I never would’ve thought that this little dream I had would [lead] us to sitting on this couch having an interview,” Khawaja says.

A University of St. Thomas graduate who grew up on Houston’s east side, Khawaja’s vision for his barbecue restaurant traces back to his time in Denver. While working as the vice president of a big-time oil and gas company, Khawaja also proudly took on the role of resident “pitmaster.” Being from Texas, he was experienced in smoking brisket, so it was his job to ensure that the barbecue was up to par at every work event and at tailgates for Broncos games. He’d prepare the brisket the day before, then heat it up at the parking lot parties. Eventually, people were requesting their own orders of Khawaja’s smoked meats.  

His talent and passion for barbecue soon evolved into a business idea. “I was thinking that if I can make it and freeze it, I can ship it,” he says. But he didn’t dive fully into this idea until his move back to Houston in 2020. He started taking orders from social media, and the business took off once the pandemic hit. For the next year, Khawaja juggled his corporate job while smoking meats on a property he had in Rosenberg—but he knew that if he didn’t commit to one or the other, he’d fail at both.

Khawaja, who was starting a family with his wife, finally made a decision. He chose barbecue. “I wanted to build something for my family,” he says.

The pitmaster pursued his mission to provide everyone with the opportunity to enjoy Texas barbecue, no matter where they lived. But he wanted to be more inclusive, thinking of people who follow certain diets as part of their Muslim or Jewish faith, despite not practicing either himself. “Those cultures don’t eat pork, so my mission statement was flawed,” he says.

Soon, Khawaja eliminated pork from his menu, and the company took off. He continued tweaking his business model along the way.

For the first five years, Truboy served only frozen versions of his barbecue creations—lamb shoulder, chopped brisket, whole brisket, beef ribs, sausage, and turkey breast—plus dishes like egg rolls and tamales infused with smoked meats. When his customer base grew and demand increased, Khawaja dug deeper. Tired of barbecue restaurants offering similar, if not the same, food, aesthetics, music, and overall experience, he wanted to be a disruptor in the traditional barbecue dining scene, he says.

Seeking to redefine the culinary space, Khawaja pulled inspiration from Houston’s diversity to infuse his barbecue joint with multicultural flavors. Today, diners at Truboy BBQ can customize their meals, ordering pulled chicken or brisket (sliced or chopped) in several ways. Although they can choose a classic barbecue sandwich, there are plenty of options to switch it up. Add a touch of South Asian influence by ordering your smoked meats in a paratha wrap stuffed with cabbage, onions, and chutney. Go Tex-Mex with a burrito packed to the brim with mac and cheese and pickles, or choose the cheesy melt. The restaurant also offers build-your-own bowls, with bases made of mac and cheese or mashed potatoes, rich condiments such as chutney, queso, and salsa, and sides of salted beef tallow fries.

“In a moment where we feel like America is most divided, I think this is a way to showcase that we can all come around something and we can all unite around food, and an American staple like Texas barbecue,” he says.

Truboy also features a grab-and-go market section, giving visitors a chance to stock up on frozen, packaged meals, and an entire section dedicated to treats from local businesses—Khawaja considers it his way of promoting and supporting local businesses during an especially challenging time in the hospitality industry. There’s sourdough from the Katy-based Andrea Baking and pecan pies from Houston legend House of Pies.

Khawaja says he’s still committed to his online store and getting his version of Texas barbecue to as many people as possible. Truboy BBQ’s wholesale company ships to more than 70 local restaurants and to customers across the US and Canada, but if you’re ever in Missouri City and looking for a treat, the brick-and-mortar shop awaits.