A short order cook and an insurance salesman turned a $700 loan to into an $800,000,000+ empire.
The crazy part?
They invented fast food in the process.
This is the wild story 👇🏽👇🏽👇🏽
The crazy part?
They invented fast food in the process.
This is the wild story 👇🏽👇🏽👇🏽
1/ Walt Anderson was a small time cook with a few restaurants in Kansas back in 1915.
He had one item which didn’t exist anywhere else:
Thin ground beef patties and a special bread baked to be round and soft.
Sales were booming, so he searched for a partner to expand…
He had one item which didn’t exist anywhere else:
Thin ground beef patties and a special bread baked to be round and soft.
Sales were booming, so he searched for a partner to expand…
2/ He found Billy Ingram.
The consummate salesman loved the dish: a combination of beef, grilled onion and Walt’s innovative bun made to order was genius.
But it needed a great name:
The Slider.
Billy was obsessed with ideas to streamline and scale…
The consummate salesman loved the dish: a combination of beef, grilled onion and Walt’s innovative bun made to order was genius.
But it needed a great name:
The Slider.
Billy was obsessed with ideas to streamline and scale…
3/ They served tiny burgers in paper boxes to avoid dishes.
The size let them charge just a nickel per burger.
But Upton Sinclairs "The Jungle" had turned the US against ground beef. They needed a company name that would sign hygiene and safety...
In 1921, Billy had it!
The size let them charge just a nickel per burger.
But Upton Sinclairs "The Jungle" had turned the US against ground beef. They needed a company name that would sign hygiene and safety...
In 1921, Billy had it!
4/ White Castle Systems Inc.
White porcelain with stainless steel interiors made it easy to see even the tiniest speck of dirt.
Business boomed, the burgers were a hit!
Competitors started coming in and chipping away at their burger biz.
But Billy had a game changing idea:
White porcelain with stainless steel interiors made it easy to see even the tiniest speck of dirt.
Business boomed, the burgers were a hit!
Competitors started coming in and chipping away at their burger biz.
But Billy had a game changing idea:
5/ Sell the burgers in a sack “to go”
Everyone thought it was a terrible idea. People want to see their food, they will get cold, how will people even eat them?
Billy forged ahead. Sales went through the roof and “buy ‘em by the sack” became the company slogan for decades.
Everyone thought it was a terrible idea. People want to see their food, they will get cold, how will people even eat them?
Billy forged ahead. Sales went through the roof and “buy ‘em by the sack” became the company slogan for decades.
6/ When the depression hit the low cost brand was able to keep growing.
They continued carryout expansion with a spokeswoman "Julia Joyce" who would host lunches for middle-class housewives, pass out coupons, and help them plan menus for home that included the mini hamburgers.
They continued carryout expansion with a spokeswoman "Julia Joyce" who would host lunches for middle-class housewives, pass out coupons, and help them plan menus for home that included the mini hamburgers.
7/ By 1933, Walt was obsessed with planes and tired of burgers.
Billy bought out Walt so he could pursue his love full time instead of just flying the company plane to check on stores.
They tried coupons the same year. 5 Burgers for $.10.
Stores sold out daily until WW2...
Billy bought out Walt so he could pursue his love full time instead of just flying the company plane to check on stores.
They tried coupons the same year. 5 Burgers for $.10.
Stores sold out daily until WW2...
8/ From 1943-1945 White Castle lost 85% of their staff and was forced to close 33% of their stores.
Beef costs skyrocketed and burger prices doubled.
Nationwide shortages forced them innovate, but only French Fries and their new onions remained after the war...
Beef costs skyrocketed and burger prices doubled.
Nationwide shortages forced them innovate, but only French Fries and their new onions remained after the war...
9/ Dehydrated onions are a key secret to White Castle's flavor.
In 1954 they also became key to cooking in bulk, when an employee invented their distinctive onion steamed technique and 5 hole punch.
The combo allows them to cook without being flipped and them a unique style.
In 1954 they also became key to cooking in bulk, when an employee invented their distinctive onion steamed technique and 5 hole punch.
The combo allows them to cook without being flipped and them a unique style.
10/ White Castle became the first to pass the billion burger mark in 1961 while competitors like McDonalds and Wendys were just beginning their expansion.
The following year in 1962, WC added their first big menu update since the French Fry: the cheeseburger.
The following year in 1962, WC added their first big menu update since the French Fry: the cheeseburger.
11/ In the 80s, the company started experimenting with frozen options. First by overnighting them via a 1-800 number, then rolling them out to supermarkets in 1987.
Today, frozen retail makes up over 20% of the company's sales and is the fastest growing segment.
Today, frozen retail makes up over 20% of the company's sales and is the fastest growing segment.
12/ The 90s were a period of stagnation and transition for White Castle as they rediscovered their footing in the modern landscape.
By the 2000s, they were ready to bounce back with a splash.
The perfect opportunity arose in 2004...
By the 2000s, they were ready to bounce back with a splash.
The perfect opportunity arose in 2004...
13/ Harold and Kumar almost went to Krispy Kreme, but the doughnut shop backed out last minute.
White Castle happily agreed to free advertising, and the movie's premiere boosted sales by over 15% during the opening month.
It was the first R movie promoted by a national chain.
White Castle happily agreed to free advertising, and the movie's premiere boosted sales by over 15% during the opening month.
It was the first R movie promoted by a national chain.
14/ Now 100 years old, White Castle is considered the first and oldest fast food chain.
4 generations of Ingrams have run the company. They've never franchise in the US and own 100%.
That long term outlook and family values cooked up a top notch culture...
4 generations of Ingrams have run the company. They've never franchise in the US and own 100%.
That long term outlook and family values cooked up a top notch culture...
15/ Not every fast food gig is a dead end.
25% of the 10,000+ White Castle employees have been there over 10 years..
They hold an 81% employee approval rating (US avg is 59%).
And of the 450 leadership positions companywide, 442 started behind the grill!
25% of the 10,000+ White Castle employees have been there over 10 years..
They hold an 81% employee approval rating (US avg is 59%).
And of the 450 leadership positions companywide, 442 started behind the grill!
16/ Lisa Ingram, the current CEO and Billy's Great Granddaughter, stepped up in 2015 to manage their ~360 stores.
After a series of successful food trucks, the company has begun to expand their territory south to Florida and into the Western states. The first time since 1970.
After a series of successful food trucks, the company has begun to expand their territory south to Florida and into the Western states. The first time since 1970.
17/ Sources
prnewswire.com/news-releases/…
latimes.com/archives/la-xp…
mashed.com/133519/the-unt…
el-hai.com/blog/2012/06/2…
americacomesalive.com/white-castle-h…
dispatch.com/story/business…
ohiomemory.org/digital/collec…
prnewswire.com/news-releases/…
latimes.com/archives/la-xp…
mashed.com/133519/the-unt…
el-hai.com/blog/2012/06/2…
americacomesalive.com/white-castle-h…
dispatch.com/story/business…
ohiomemory.org/digital/collec…
18/ This story is a reminder that:
1) Innovation is only the beginning
2) Brands matter
3) Everything changes in the long term
4) You have to change with the times
5) Someone had to everything we take for granted
And that anyone can do it...
1) Innovation is only the beginning
2) Brands matter
3) Everything changes in the long term
4) You have to change with the times
5) Someone had to everything we take for granted
And that anyone can do it...
19/ If you enjoyed this thread, follow me @jspujji
I tweet a Bootstrapped Giants🧵like this every week.
RT the whole thread to share this amazing story!!
I tweet a Bootstrapped Giants🧵like this every week.
RT the whole thread to share this amazing story!!
https://twitter.com/jspujji/status/1449067183431200769?s=20
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