On this episode of The Sauce podcast, host Lauren Healey sits down with Fred Burmer, CEO of Lion’s Choice, for a conversation about one of St. Louis’ most iconic restaurant brands, the loyal customers who have sustained it for nearly six decades, and the challenge of honoring tradition while continuing to innovate.
Fred shares the story behind Lion’s Choice, from its founding in 1967 by a former Monsanto chemist looking to create something different from the typical fast-food burger concept, to its growth into a beloved St. Louis institution with 24 locations across the region. He explains what makes the restaurant’s signature roast beef unique, why quality remains at the center of every menu item, and how customer feedback continues to shape the brand today.
The conversation explores the passionate fan base that has made Lion’s Choice a local favorite, including the now-famous story of the cheese sauce customers demanded be brought back after a recipe change. Fred also discusses menu innovation, the creation of popular sandwiches like the Remix, plans for future product launches, and how Lion’s Choice balances nostalgia with new ideas.
Along the way, Fred reflects on his journey from leading major restaurant brands across the country to becoming CEO of Lion’s Choice, the company’s expansion plans beyond St. Louis, the importance of team culture, and what exciting developments customers can expect in the years ahead.
In this episode:
• The history of Lion’s Choice and its founding in 1967
• Why the brand’s roast beef stands apart from competitors
• The secret behind Lion’s Choice’s fiercely loyal customer base
• The famous cheese sauce controversy and customer reaction
• How menu innovation led to sandwiches like the Remix
• The role employees and customers play in developing new products
• Custard, mini-dipped cones, and other fan favorites
• Fred Burmer’s path to becoming CEO of Lion’s Choice
• Building a culture that spans generations of employees
• Plans for expansion beyond the St. Louis market
• Upcoming menu items and customer-driven initiatives
• The future of Lion’s Choice and what’s next for the brand
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Presented by Swade Dispensary, with 12 locations across Missouri. Learn more at swadecannabis.com. Our other podcast sponsors are 4 Hands Brewing Co. and LHM.