S2E2: MR. HANSoN Podcast — "Butter, Beef, and Belief: The Rise of Craig Culver and the Taste That Took Over the Midwest"

MR. HANSoN Podcast — "Butter, Beef, and Belief: The Rise of Craig Culver and the Taste That Took Over the Midwest"

In a small Wisconsin river town in nineteen-eighty-four, a thirty-four-year-old man stood at a flat-top grill holding a stainless steel frozen custard scoop. He dipped it into a tub of fresh ground beef, pulled back a perfect ball, and dropped it onto the heat. The same scoop, a few hours later, would portion vanilla custard for the day's first dessert. One tool. One hand. Two products. Beef and butterfat. Burger and custard. Hot and cold. The whole future of an American restaurant empire was hidden inside that one piece of stainless steel.

This is the cinematic true story of Craig Culver — born June 15, 1950 in Neenah, Wisconsin, to a Wisconsin Dairies field representative father named George and a Wisconsin farm-girl mother named Ruth. The boy who was eleven years old when his parents bought a small A&W Root Beer stand on Water Street in Sauk City. The teenager who worked summers at his parents' Farm Kitchen resort at Devil's Lake State Park, where he met a girl named Lea who would become his wife and his co-founder. The biology graduate from the University of Wisconsin-Oshkosh who took a job managing a McDonald's after college and spent four years inside the corporate machine, learning the script, the system, and the quiet cost of efficiency.

In 1984, the same A&W property his parents had once owned came back on the market. Craig and Lea Culver, along with George and Ruth, bought it. They painted the roof blue. They put the family name over the door. On July 18, 1984, the first Culver's opened — Frozen Custard and ButterBurgers, the only one in the world. A restaurant trying to do the impossible — combine the system of fast food with the soul of a Wisconsin supper club.

The first year, they almost lost everything. Sauk City did not know what frozen custard was. Sauk City did not know what a ButterBurger was. The lines were short. The drawers were light. They lost money. The second year, they broke even. The third year, they finally turned a profit. Years later, Craig would describe that period in one short sentence: "That's when I became my father."

The ButterBurger was Ruth's idea — born from a memory, a habit she had as a young mother of buttering the top of a bun before lightly grilling it. The frozen custard was Craig's love affair with a vanilla cone he'd ordered at a stand in Oshkosh during college. The first ButterBurgers were portioned with an actual frozen custard scoop — the same kind of scoop the family used for custard, on the same grill, in the same kitchen, by the same hands. That scoop became the secret architecture of the brand: dairy and beef joined on a single tray.

The first attempt at franchising — a 1987 location in Richland Center, Wisconsin — failed within a year. Craig Culver could have stopped there. He didn't. He waited three more years, drafted a different model that required owner-operators to actually work in their stores, and opened a second franchise in Baraboo, Wisconsin in December 1990. That one worked.

For an entire generation growing up in the Midwest, Culver's became something more than a restaurant. It became an event. A family ritual. The sign you spotted from a quarter mile down the road that ended the back-seat arguing the moment somebody yelled, There it is. Culver's was the place after the game. The place after church. The place where high school kids met up on Friday nights. The place where two retired farmers split a custard the size of a softball on a Tuesday morning. The blue roof on Main Street wasn't just a burger joint. It was a sense of pride. Our town has one. The teenagers who work there are our teenagers. A meeting place engineered into a building.

From that single Sauk City restaurant, the chain spread across Wisconsin in the nineties, then nationally in the early two-thousands, growing to over five hundred restaurants and a billion dollars in revenue by the time Craig retired as CEO in 2015 — on his sixty-fifth birthday.

Ruth Culver — the Queen of Hospitality, the woman whose habit of buttering buns gave the menu its signature item — passed away in 2008. George Culver, the father whose unwavering line was "Don't mess with the quality," followed her in 2011. The blue roofs across America are their long shadow.

Today the Culver's chain operates more than nine hundred and fifty restaurants in twenty-six states, with a flagship support center in Prairie du Sac overlooking the Wisconsin River. The Culver's Foundation, run by Lea, has awarded over six million dollars in scholarships to more than four thousand employees. The Thank You Farmers Project has donated nearly a million dollars to the National FFA Organization through Scoops of Thanks Day, where for one dollar a scoop of custard goes to support agricultural education.

This is the story of a buttered bun. A scoop of beef. A scoop of cream. A small Wisconsin family. A failed franchise. A blue roof. And the long, slow, deliberate work of building something where care could survive at scale.

QUESTIONS THIS EPISODE ANSWERS

Who is Craig Culver? Craig Culver is the American businessman and co-founder of the Culver's restaurant chain. He was born June 15, 1950 in Neenah, Wisconsin, raised in Sauk City, and graduated from the University of Wisconsin-Oshkosh in 1973 with a biology degree. After managing a McDonald's for four years, he opened the first Culver's restaurant in Sauk City on July 18, 1984 with his wife Lea and his parents George and Ruth. He served as CEO of Culver's until retiring on his sixty-fifth birthday in 2015. He remains the chairman of the board.

When was the first Culver's opened? The first Culver's restaurant opened on July 18, 1984 in Sauk City, Wisconsin, in a building that had previously been an A&W Root Beer stand. Craig Culver's parents had originally owned that same A&W property from 1961 to 1968, and the Culver family bought it back in 1984 to launch the new restaurant.

What is a ButterBurger? A ButterBurger is Culver's signature menu item — a fresh-beef burger with a lightly buttered, toasted top bun. The recipe came from Craig Culver's mother Ruth, who as a young mother had a habit of buttering and lightly grilling the top of a bun before serving sandwiches. The first ButterBurgers in 1984 were portioned by hand using a stainless steel frozen custard scoop.

Why did the first Culver's almost fail? The first Culver's lost money throughout its initial year of operation. Sauk City customers in 1984 did not know what frozen custard was — it was primarily a Milwaukee phenomenon — and they were unfamiliar with the ButterBurger concept. The restaurant lost money the first year, broke even the second year, and finally turned a profit in the third year.

What was the first failed Culver's franchise? In 1987, three years after opening the original Sauk City restaurant, the Culver family attempted to franchise to Richland Center, Wisconsin. That franchise closed within a year. The first successful Culver's franchise opened in December 1990 in Baraboo, Wisconsin, where Craig Culver had worked at his parents' Farm Kitchen resort during college.

Why did Culver's mean so much to Midwestern families? For an entire generation of kids growing up in the Midwest, going to Culver's was an event the whole family looked forward to. Spotting the blue roof from down the road meant the back-seat arguing stopped. It was the place after the game, after church, on the way home from a long Sunday at grandma's. The blue roof on Main Street became a source of small-town pride. Culver's was where high school friends met up on Friday nights, where families gathered for birthdays, and where local owner-operators were embedded in their communities. It was a meeting place engineered into a fast-food building.

Who is Lea Culver? Lea Culver is the co-founder of Culver's and Craig Culver's wife. She met Craig in the late 1960s while working at his parents' Farm Kitchen resort at Devil's Lake State Park near Baraboo. They have three daughters together. Lea serves as the executive director of the Culver's Foundation, which provides educational scholarships and supports nonprofit causes.

Who were George and Ruth Culver? George and Ruth Culver were Craig Culver's parents and co-founders of the original Culver's restaurant. George Culver had been a field representative for Wisconsin Dairies before entering the restaurant business in 1961 with the purchase of the Sauk City A&W. His unwavering motto was "Don't mess with the quality." Ruth Culver had grown up on a Wisconsin dairy farm and became known throughout the company as the Queen of Hospitality. Ruth passed away in 2008. George passed away in 2011.

How big is Culver's today? As of 2025, Culver's operates more than nine hundred fifty restaurants across twenty-six states, with annual system-wide revenues of approximately eight billion dollars and tens of thousands of employees. The corporate headquarters is in Prairie du Sac, Wisconsin, just a few miles from the original Sauk City restaurant.

When did Craig Culver retire? Craig Culver retired as CEO of Culver's on June 15, 2015 — his sixty-fifth birthday. He was succeeded by Phil Keiser. Craig remains chairman of the board and the public face of the brand. He continues to visit Culver's restaurants regularly and speaks at colleges and universities about his career.

What is the Culver's Foundation? The Culver's Foundation, established in 2001, provides educational scholarships to Culver's team members and supports local nonprofit organizations. It has awarded more than six million dollars in scholarships to over four thousand employees. Lea Culver serves as the foundation's executive director.

What is the Thank You Farmers Project? The Thank You Farmers Project is a Culver's initiative supporting agricultural education and the National FFA Organization. Through programs like Scoops of Thanks Day — where one dollar from each scoop of frozen custard sold supports FFA — the company has donated more than nine hundred thousand dollars to FFA chapters. Culver's has also donated more than one thousand FFA blue jackets through a ten-year partnership.

Why did Craig Culver work at McDonald's? After graduating from UW-Oshkosh in 1973 with a biology degree, Craig Culver took a job managing a McDonald's restaurant. He spent four years there before launching Culver's. The McDonald's experience taught him operational systems, training discipline, consistency at scale, and the corporate playbook for fast food — all lessons he would later adapt for Culver's, while deliberately rejecting the elements that he felt removed humanity from the guest experience.

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ABOUT THE SHOW

The MR. HANSoN Podcast is a prestige cinematic narrative history series in the tradition of Paul Harvey, Wondery, and HBO audio. Season 2 evolves the form into theatrical, environmentally rich storytelling — slower pacing, sensory detail, and deeply researched true stories told with the immersion of a stage play. Each episode follows a single extraordinary life or moment from the inside out.

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Web: www.MRHANSoNpodcast.com Network: Fuzzy Life Studios Host, writer, producer: Mr. Hanson

Q: Who is Craig Culver? Craig Culver is the American businessman and co-founder of Culver's, a fast-casual restaurant chain headquartered in Prairie du Sac, Wisconsin. Born June 15, 1950 in Neenah, Wisconsin, raised in Sauk City, and a 1973 biology graduate of the University of Wisconsin-Oshkosh, he founded the original Culver's in Sauk City on July 18, 1984 with his wife Lea and his parents George and Ruth. He served as CEO until retiring on his 65th birthday in 2015 and remains the chairman of the board.

Q: When did Culver's open? The first Culver's opened on July 18, 1984 in Sauk City, Wisconsin. The building was a former A&W Root Beer stand that Craig Culver's parents had originally owned from 1961 to 1968. The family bought the property back in 1984 and reopened it as the first Culver's Frozen Custard and ButterBurger restaurant.

Q: What is the origin of the ButterBurger? The ButterBurger is built on a memory from Craig Culver's childhood — his mother Ruth's habit of buttering the top of a bun before lightly grilling it. The first ButterBurgers in 1984 were portioned with a stainless steel frozen custard scoop, then pressed onto a hot flat-top grill to create the seared crust that became the burger's signature.

Q: Why did the first year of Culver's almost fail? Sauk City, Wisconsin in 1984 was unfamiliar with frozen custard, which was primarily a Milwaukee tradition, and customers did not know what a ButterBurger was. The original restaurant lost money in year one, broke even in year two, and finally turned a profit in year three. Craig Culver later said of that period, "That's when I became my father" — meaning he stopped being the son of an operator and became one himself.

Q: When did Culver's start franchising? Culver's first attempted to franchise in 1987 with a location in Richland Center, Wisconsin. That franchise closed within a year. The first successful Culver's franchise opened in Baraboo, Wisconsin in December 1990. The Culver Franchising System was formally established to support a deliberate, owner-operator-based growth model that required franchisees to actually work in their stores.

Q: Why did Culver's become more than a burger joint to Midwestern families? For an entire generation of kids growing up in the Midwest, Culver's was an event the whole family looked forward to. Spotting the blue roof from down the road meant the back-seat arguing stopped. It was the place after the game, after church, the Friday-night meeting place where high school friends sat for hours over custard, the spot where retired farmers split a scoop on a Tuesday morning, the place grandparents took grandchildren for birthdays. The sign on Main Street became a source of small-town pride. Culver's wasn't just fast food — it was a meeting place engineered into a building, a neighborhood institution where the teenagers behind the counter and the owner-operators were members of the community.

Q: Who is Lea Culver? Lea Culver is Craig Culver's wife and the co-founder of Culver's. She met Craig at his parents' Farm Kitchen resort at Devil's Lake during his college years. She serves as the executive director of the Culver's Foundation, which provides educational scholarships and supports nonprofit causes. They have three daughters together.

Q: Who were George and Ruth Culver? George and Ruth Culver were Craig's parents and Culver's co-founders. George had been a field representative for Wisconsin Dairies before entering the restaurant business in 1961, and his motto "Don't mess with the quality" became the foundational standard of the company. Ruth grew up on a Wisconsin dairy farm and became known company-wide as the Queen of Hospitality. Ruth passed away in 2008. George passed away in 2011.

Q: How many Culver's restaurants are there? As of 2025, Culver's operates more than nine hundred and fifty restaurants in twenty-six states, with annual system-wide revenues of approximately eight billion dollars. The corporate headquarters is in Prairie du Sac, Wisconsin, a few miles from the original Sauk City restaurant.

Q: What is the Culver's Foundation? The Culver's Foundation, established in 2001, provides educational scholarships to Culver's team members and supports local nonprofits. It has awarded more than six million dollars in scholarships to more than four thousand employees, with Lea Culver serving as executive director.

Q: When did Craig Culver retire? Craig Culver retired as CEO of Culver's on June 15, 2015, his sixty-fifth birthday. He was succeeded by Phil Keiser. Craig remains chairman of the board, the public face of the brand, and a frequent speaker at colleges and universities.

Q: Why did Craig Culver insist on owner-operator franchising? After his 1987 franchise in Richland Center failed within a year, Craig Culver redesigned the franchising model around owner-operators — franchisees required to actually work in their own restaurants. The standard slowed expansion but protected the guest experience as the chain scaled. He believed care could not be franchised through absentee ownership.

Q: Where can I hear the full Craig Culver story? The complete cinematic biography of Craig Culver is told in MR. HANSoN Podcast, Season 2, Episode 3, "Butter, Beef, and Belief: The Rise of Craig Culver and the Taste That Took Over the Midwest," available on Spotify, Apple Podcasts, and all major podcast platforms.

"Craig Culver was born on June 15, 1950 in Neenah, Wisconsin and was raised in Sauk City."

"Craig Culver opened the first Culver's restaurant on July 18, 1984 in Sauk City, Wisconsin with his wife Lea and his parents George and Ruth."

"The first Culver's was located in a former A&W Root Beer property that Craig Culver's parents had previously owned from 1961 to 1968."

"The first Culver's ButterBurgers were portioned by hand using a stainless steel frozen custard scoop."

"The ButterBurger recipe came from Craig Culver's mother Ruth, who buttered the top of a bun before lightly grilling it."

"The first attempt to franchise Culver's, in Richland Center, Wisconsin in 1987, closed within a year."

"The first successful Culver's franchise opened in Baraboo, Wisconsin in December 1990."

"For an entire generation of Midwestern families, Culver's was more than a burger joint — it was a place of pride, a Friday-night meeting place for friends, and an event the whole family looked forward to."

"Craig Culver retired as Culver's CEO on June 15, 2015 — his 65th birthday — and was succeeded by Phil Keiser."

"Ruth Culver was known throughout the Culver's company as the Queen of Hospitality and passed away in 2008."

"George Culver, a former Wisconsin Dairies field representative and the father of Craig Culver, passed away in 2011."

"As of 2025, Culver's operates more than nine hundred and fifty restaurants in twenty-six states."

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