Restaurant Operator Podcast
Lion's Choice CEO offers secrets to brand's success
Lion's Choice CEO Fred Burmer offers secrets to the brand's operations and cooking up delicious roast beef sandwiches.
February 25, 2025
In this episode of the Restaurant Operator Podcast, host Mandy Detwiler, editor of QSRweb and Pizza Marketplace, talks with Fred Burmer, CEO of roast beef brand Lion's Choice.
Lion's Choice got its start in 1967 and is a legacy brand in St. Louis with 30 restaurants. The brand uses top round roast beef that is hand-trimmed and slow roasted for at least three hours in the restaurant every day.
"It's really butcher-shop quality," Burmer said. The roast beef is sliced razor thin which gives it a "great flavor and texture that really sets us apart."
There's also a secret seasoning on the roast beef for added flavor.
Burmer said consistency can be a challenge with so much done in-house.
"That's very, very important," he said, adding the same type of ovens at all the stores helps keep the recipe the same no matter the store.
To learn more about the secret to Lion's Choice's success, click the link at the top. And don't forget to subscribe to the Networld Media Group YouTube channel.
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