Why Lion's Choice won't compromise on its signature sandwich despite higher beef costs

Lion’s Choice has built a reputation and a steady stream of regulars for its legendary roast beef sandwiches in its hometown of St. Louis and beyond. The quick-service menu offers several choices, including the original Famous Roast Beef, the French Dip and The Remix—the last a favorite of CEO Fred Burmer.

Burmer joins us on the podcast to talk about the menu and more. Lion’s Choice sources the top round cut of beef and trained beef masters at each location use a secret seasoning and technique to roast the meat and slice it to spec.

The price of beef has skyrocketed in the past year or two, but Burmer explains how Lion’s Choice has built in more efficiencies to mitigate the higher costs, and menu prices have only gone up a little bit. Today’s diners are seeking protein-rich menu items and portion sizes remain generous. Customers see the value in the quality and consistency of the food and are very loyal to the brand, he says.

Listen as Burmer describes how some of Lion’s Choice most popular menu ideas have come from the guests themselves, how the chain has created a rewarding team culture and loyalty program, and what his plans are for growth are for growth beyond the St. Louis area.

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.

Pat plans and executes menu, food and drink stories for Restaurant Business and hosts the weekly Menu Talk podcast. She provides in-depth coverage of chefs, trends and menu innovation.