Reinventing The Cheeseburger
Burgerville had been a Northwest institution since its founding in 1961. But by the early 1990s, the chain had lost its sizzle. Guest counts were flat; the menu was stale. Heavyweight rivals such as McDonald’s and Burger King were stripping away customers. CEO Tom Mears ultimately figured that a family-owned chain of 39 quick-service restaurants, based in Vancouver, Washington, would never beat the big chains on price–so he put the focus on quality.
The heart of every burger is the patty, of course–but where does it come from? Since 2003, Burgerville has sourced more than 30,000 pounds of ground beef a week from Country Natural Beef, a co-op of family ranches based in Antelope, Oregon. By buying local, Burgerville eliminates freezing, cuts trucking costs, and supports rural communities.
When doubts about trans fats began to show up in headlines, the company asked the longtime supplier of its secret sauce (among fast foodies, this is known as spread), Ventura Foods, to cook up a trans fat-free substitute.
Don’t look for a windmill atop your nearest Burgerville. Nonetheless, the electricity used in the restaurants is generated by wind power, thanks to a special program from local utility Portland General Electric. (Some windmills actually are located on the ranches that supply Burgerville’s beef.)
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Photo by Burgerville.
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