How World-Class Hospitality and Values-Driven Leadership Turned Culver's Into a Billion-Dollar Brand

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Before the brand became famous for its ButterBurgers and Fresh Frozen Custard, Culver’s was a single, struggling restaurant in Sauk City, Wisconsin, that almost failed in its first year. Today, with over 1,000 locations, Culver’s co-founder Craig Culver shares the story of how persistence, passion, and a radical commitment to people built one of America’s most beloved quick-service chains.

In a masterclass on The Leadership Crucible Podcast, Craig Culver reveals that the secret to scaling a business isn't just about strategy or systems—it's about hospitality, consistency, and a culture that treats team members like family.

1. From A&W to Near Failure: The Humble Roots

Craig’s journey in the food service business began at age 11, working the fryer and washing dishes at his parents’ A&W root beer stand. This family tradition of hard work and entrepreneurship was the foundation, but the launch of the first Culver’s in 1984 was anything but an overnight success.

"The story is we just about didn't make it through that first year."

It was the unwavering family value of supporting one another and "doing whatever it takes" that prevented Craig from throwing in the towel. This initial adversity forged the core belief that would define the company: success requires a strong belief in the mission and leadership by example.

2. The Real “Secret Sauce”: Putting People First

While competitors focus on menu innovation or pricing, Craig Culver believes Culver’s competitive edge is its culture. And the most crucial element of that culture is recognizing where to focus your care:

“I used to think the most important person in our business was the guest, was the customer. I learned a long time ago that the most important person in the business, yes the guest is very, very important, don't get me wrong here, but our team members are the most important people in our business.”

Craig learned this people-first approach from his mother, who greeted every guest like she’d known them for years. This spirit of genuine, heartfelt hospitality—paired with his father’s commitment to premium quality—is the true foundation of the brand.

When you take care of your team members, they will authentically take care of your guests. This principle has allowed Culver's to cultivate an internal pipeline where individuals who started in high school now own their own franchise restaurants.

3. Scaling a Legacy: Community and Consistency

Building a legacy brand with over a thousand locations requires more than just a great product; it demands a deep commitment to the communities they serve.

The Fabric of Community

Culver’s doesn't just open a restaurant in a town; it becomes a part of the community fabric. This involvement is critical, whether it's joining the Chamber of Commerce, working with local schools, or hosting “Share Nights,” where a portion of sales is given back to local causes. Craig asserts that time, not just money, is the most important gift an operator can give back to the community.

Awarding the Franchise

To ensure the culture remains intact across hundreds of locations, Culver's is highly selective about its franchisees. The company does not simply sell franchises; it awards them. This process focuses on finding individuals whose heart and passion align with the company's core values, ensuring the friendly, welcoming environment remains consistent in every single store.

4. Leadership Lessons for the Next Generation

Despite building a billion-dollar brand, Craig Culver emphasizes the importance of remaining humble. This humility stems from the constant awareness that even great companies can fail if leadership loses focus or neglects its core values.

For emerging leaders who are still finding their way, Craig offers profound final advice:

Listen to your spirit: Trust your inner guidance.
Find balance: Prioritize your spiritual and personal well-being alongside your business ambitions.

The story of Culver’s is a powerful reminder that in business, leadership, when done right, always leaves something better behind. It proves that genuine care, quality, and a people-first culture are the ultimate ingredients for creating a scalable, enduring, and beloved American brand.

Podcast Episode Resources

- Culver’s | Web (https://www.culvers.com)

- Culver’s | Instagram (https://www.instagram.com/culvers)

- Culver’s | Facebook (https://www.facebook.com/culvers/)

- Culver’s | LinkedIn (https://www.linkedin.com/company/culversrestaurants/)

- Culver’s | YouTube (https://www.youtube.com/user/CulversRestaurants)

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