"We are no longer affiliated with the Oceanside location as of January 2024. Been over a year now," read the message. "Travis Lester has been operating it for the past year and a half. The name was supposed to be changed over a year ago. I wanted to get the word out that we haven’t been affiliated for a long time in hopes of getting them to finally change the name."
Heritage Craft Barbecue was founded in 2020 in San Juan Capistrano by Chef Daniel Castillo, whose expertly smoked meats quickly earned critical acclaim, including recognition from the California Michelin Guide and designation as Best Restaurant in Orange County by the Orange County Register. Castillo was also recently named a finalist for the 2025 James Beard Award for Best Chef: California, along with San Diego's own Tara Monsod. The Heritage BBQ brand has since grown a loyal fanbase drawn to its Texas-style smoked meats, house-made sausages, and cult-favorite pastrami.
The Oceanside location first opened its doors at 2002 South Coast Highway in early 2023 following considerable fanfare and media buzz. Originally planned as a major expansion featuring a 10-barrel brewing system, full bar, and even a country-western speakeasy dubbed "Ladies Love Outlaws," the restaurant was to be a beacon of Central Texas barbecue in North County San Diego.
But less than a year into operations, the relationship between the Oceanside location and the original Heritage team ended quietly. Ownership reportedly changed hands to Travis Lester, the operator behind Piña in Encinitas and the forthcoming restaurant-bar concept 1888, set to open in downtown Oceanside. Lester, who also co-founded Broseph's Restaurant Group, has an extensive hospitality background that includes projects in Hermosa Beach, Santa Monica, and Cabo San Lucas.
While Lester has maintained many of the original offerings at the Oceanside location, the restaurant's continued use of the Heritage name has caused confusion, especially as Chef Castillo's profile continues to rise in the national culinary spotlight. Despite the separation, no formal rebrand has occurred, and no announcement has been made regarding a new name or concept direction. According to Heritage BBQ, the Oceanside location is supposed to change its name to Hill Street BBQ.
This quiet but significant shift raises broader questions about brand identity, consumer transparency, and how restaurants communicate changes in ownership. For fans of the original Heritage BBQ concept, the San Juan Capistrano flagship remains the only officially affiliated location.
SanDiegoVille has reached out to Travis Lester for comment and were assured there would be "a really big announcement coming within weeks." In the meantime, diners in Oceanside should know that while the barbecue may be smoked in the spirit of Heritage, it is no longer part of the acclaimed original family.
Originally published on June 26, 2025.
