You've probably seen the grainy, low-budget video. A man with infectious energy stands in front of a yellow sign, promising you the two things you never knew you needed in the same room: slow-cooked ribs and a professional toe rub. It’s called Jones Barbeque and Foot Massage, and honestly, it might be the most enduring piece of "weird" internet history ever made.
Most people call it "Johns Barbeque and Foot Massage" when they're searching for it late at night, but the legend actually belongs to a man named Toby Jones. Or, if we’re being technically accurate, a comedian named Robert L. Hines.
Is it a real place? Can you actually go there?
Basically, no. But the story behind how it became a global phenomenon is way more interesting than a simple "it’s a prank."
The Man Behind the Sauce
Robert L. Hines didn't just wake up one day and decide to mix brisket with reflexology. The character of Toby Jones was a collaborative creation with a Chicago-based production group called Big Dog Eat Child. They were pioneers in a specific kind of "anti-comedy" that felt so real it confused people.
Back in 2009, when the video first dropped, the "World Wide Internets" (as Jones calls it) wasn't as savvy about viral marketing as we are now. People actually called the number. Hundreds of them. They wanted to know the address. They wanted to know if he really would fry "anything you want for $5.99."
Hines’ performance is what sold it. It wasn't just a joke; it was a character study. He played Toby Jones with such earnest, hardworking conviction that you wanted it to be a real business. You wanted to live in a world where a guy would fry your candy bars and then work out the kinks in your arches while you finished your peach cobbler.
Why It Still Works in 2026
Viral videos usually have the shelf life of an open gallon of milk. This one is different. It’s been nearly two decades, and the "Jones Barbeque and Foot Massage" jingle is still a staple in meme culture. Even NBA superstars like Stephen Curry have been caught on camera singing the theme song to stay loose before games.
It taps into a very specific American vibe. It’s that DIY, entrepreneurial spirit where you have two unrelated skills and you refuse to choose between them.
The Menu: From Dino Meat to Deep-Fried Everything
If you watch the original commercial closely, the "menu" at Jones Barbeque and Foot Massage is a fever dream of Southern comfort food and absolute chaos. Toby Jones famously claims he will fry "parts of the chicken you didn't even know were fryable." We're talking beaks. We're talking feathers.
He even mentions dinosaur meat.
Now, obviously, he isn't serving T-Rex ribs. It’s a joke about the "optimum deliciousness" of his tenderizing process, which involves him literally punching the meat in the kitchen. But the core of the offer—the $5.99 "fry anything" deal—actually predicted the modern state fair food trend. Long before everyone was eating deep-fried butter and Oreos at every local carnival, Toby Jones was there, ready to put anything that could fit through the door into the grease.
The Foot Massage Side of the House
This is where things get... questionable. The commercial shows Jones or his "foot specialists" performing what looks like genuine massage work, but then he drops the kicker: for the right price, he’ll rub your feet in the BBQ sauce.
He’s got a row of plastic squeeze bottles labeled:
- Mild
- Medium
- Hot
- Garlic
- Foot
Yes, there is a sauce specifically labeled for feet. Is it hygienic? Absolutely not. Is it "deliciousable"? According to Toby, yes.
Dealing With the "Is It Real?" Rumors
Every few years, a rumor circulates that Jones Barbeque and Foot Massage is finally opening a brick-and-mortar shop. In 2024, a satirical news report claimed he was opening a location in Long Island to serve university students and tired nurses.
It wasn't true.
The real Robert L. Hines has moved on to many other projects, but he still embraces the Toby Jones legacy. He knows that for a lot of us, that character represents a simpler time on the internet. A time before everything was an "influencer collab" or a corporate "brand activation."
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There is an actual "Jones Bar-B-Q" in Marianna, Arkansas, which is a legendary, James Beard Award-winning spot. People often get the two confused. But the Arkansas spot is a serious culinary institution that’s been around for over 100 years. They do not, as far as we know, offer foot massages.
What We Can Learn From Toby Jones
Beyond the laughs, there’s a weirdly profound business lesson here. Jones Barbeque and Foot Massage is a masterclass in niche positioning.
If you open a BBQ joint, you have competition. If you open a massage parlor, you have competition. But if you open a place that does both? You are the undisputed market leader.
It’s about being memorable. In a world of polished, AI-generated corporate slop, Toby Jones feels human. He’s sweaty, he’s loud, and he’s passionate about his "good ass" services.
Actionable Insights for the Curious
If you're looking to capture some of that Toby Jones energy in your own life or business, here is how you actually do it:
- Lean into the "and": Don't be afraid to combine two hobbies or skills that don't seem to match. The friction between the two is where the magic (and the viral potential) lives.
- Authenticity over polish: The reason people still watch this video is that it looks like it was filmed on a camcorder by a guy who really cares. Stop over-editing your content.
- The "Fry Anything" Mentality: Be the person who says "yes" to the weird requests. In a service economy, the person who is willing to "put it in the fryer" is the one who gets the phone calls.
- Own your catchphrases: If you find a way to say something like "deliciousable" or "motivated," say it often. Branding is just repetition with a smile.
Next time you’re eating a rib and your feet hurt, just remember: there was once a man in Chicago with a dream to solve both those problems at once. He didn't build a restaurant, but he built a legend.