restaurantThe Profit · Season 2, Episode 15 · Aired November 25, 2014
Shuler's Bar-B-Que
Latta, South Carolina
Open. The rescue stuck and it continues to operate.
What happened after
Down-home BBQ restaurant 25+ years, official site live, #1 of 10 restaurants in Latta on TripAdvisor.
What happened on the show
Shuler's was a wildly popular all you can eat barbecue buffet run by Norton and Lynn, famous for its smoked meats and its biscuits, and its problem was almost the opposite of most businesses on the show. High food costs, too little space, and congested lines were eating into the profits of a place that customers already loved. Marcus invested $500,000 for 40 percent, planning to expand the seating, improve the point of sale counter, turn Lynn's biscuits into a packaged brand, and add a general store on site. Lynn was reluctant to alter her recipe for mass production but came around once she understood why. The wild card was Norton's brother in law Ewell, who wanted a bigger cut, dodged the restaurant manager role he was offered, and fixated on social media marketing that the already thriving restaurant did not need. Ewell eventually just went home with a vague message that he was not needed. With him out of the picture and cheaper local produce secured, the expanded restaurant reopened to a big crowd.
After the cameras left
Shuler's is still smoking. The down home barbecue restaurant, more than 25 years old, runs from Highway 38 in Latta, South Carolina with a live official site, and it ranks as the number one of ten restaurants in Latta on TripAdvisor. This was a rare case of Marcus refining a genuine success rather than resuscitating a failure, and the success held. Confirmed operating as of 2026, high confidence.
Sources
Confidence: high. Last checked 2026-07-19.
What is there now
Street imagery via Google Maps. Location approximate.