Culver's founder leads cheers for franchises

PEORIA -- Craig Culver admits those television commercials about Culver's Butterburgers and Frozen Custard, the company he co-founded and turned into a fast food gold mine, are embellished.

"I was never that skinny," he said a few days ago while in Peoria. "And I don't recall Mom bringing lunch to me at school like that."

But there are some truths, of course, in the commercial currently airing. Chief among them Culver said, is "that part of the message we're trying to send is that this is a family owned business. The Culver family started it, still runs the company and the Culver name is truly behind it."

Craig Culver co-founded the company in 1984 with his wife, Lea, and his parents, George and Ruth Culver, converting a former A&W Root Beer stand into the first Culver's. Franchising began in 1990.

Another truth is that the popularity of Culver's butter burger (he credits his mother for the recipe) seems to be growing as the Wisconsin-based company adds more stores each year. It's now up to 431 stores in less than 20 years.

Craig Culver was in Peoria to help Pete Nicol, owner of the Peoria franchise, officially reopen the dining room portion of the restaurant at 4612 N. University St.

It had been closed a few weeks for remodeling (the drive-through remained open) and was officially reopened last Wednesday, March 3, the seventh anniversary of the original opening date, said Nicol, who also owns the Culver's restaurants at Grand Prairie and in East Peoria.

Craig Culver was there that day, as well.

"I visit our stores frequently. It's important. Most of our franchises are owned by families and I am kind of the company's representative of all those families.

"I am still a dreamer and visionary but others in the company now take care of the detail work. But a big part of my job is to be a cheerleader for my partners, our franchise owners," he said.

The upbeat, welcoming personality one sees in Culver in the television commercials is evident in person, as well. He seems always to be smiling and truly appreciative of his franchisees and their employees. He had a gift for the Peoria store in honor of the reopening and he presented it to the three employees who have been with that store from day one.

"I grew up a shy kid, but I knew I would have to eventually bust loose if I was going to grow the business," he said.

"I enjoy being with people a great deal. You know, when I am having a tough day at the office, I will leave and go spend time in one of our restaurants. In no time at all, I've got a smile on my face again," he said.

"Things in business change every day, but the magic of our business is still the people."

Culver was thrilled with the work Nicol did on the Peoria restaurant and said he's the type of franchise owner the company needs to remain competitive.

"It is very important that our franchise partners keep reinvesting because the restaurants need to look fresh and clean and inviting. We have plenty of competitors out there doing the same thing and we need to keep ahead where we can," he said.

The University Street Culver's doesn't look like a typical fast food burger joint anymore. Once you step away from the counter and move toward the tables, it looks and feels more like a sit-down restaurant, because of the decor and because the sitting area isn't as open to the counter area.

"Yes, I am pleased. I don't want it to look like a typical fast food restaurant. That's important not only for our customers, but for our employees. Having a nice space to work in is good for morale," he said.

Nicol said the University Street store is one of the Culver's company's top-performing locations and that all three of the stores he owns are in the company's top 10 percent. Culver visited those stores as well on Wednesday, along with other Culver's restaurants in the area.

"He is very active with the stores and the owners and operators. He wants to show his support to us and spend time with us, and that is very important to us," Nicol said.