In 1954, Frank and Donald Thomas patented the flame broiler in their parent company General Equipment Corporation and started their restaurant in Indianapolis, Indiana. In 1957, they opened their first Burger Chef.
Burger Chef spread across the United States, following a strategy of opening outlets in smaller towns. By 1972, its number of locations (1,200) was surpassed only by McDonald’s (1,600). They offered a double burger, called the Big Shef, and later the quarter-pound (113 gram) hamburger, Super Shef. Subsequently, they added the Works Bar, where customers added their own toppings to hamburgers.
In 1968, General Foods Corporation purchased the chain and continued its rapid expansion. At the time of the purchase by General Foods, Burger Chef had 600 locations in 39 states. The chain had two mascots: Burger Chef, voiced by Paul Winchell, and Jeff (the chef's juvenile sidekick).
In 1972, the chain introduced the Funburger, a hamburger with packaging that included puzzles and a small toy. The following year, the chain introduced the Funmeal, the first kid’s meal that included a burger, french fries, a drink, a cookie, and a small toy; with expanded packaging that included stories about Burger Chef and Jeff’s adventures and friends (including the magician Burgerini, vampire Count Fangburger, talking ape Burgerilla, and Cackleburger the witch), with riddles and puzzles.
In 1982, General Foods sold Burger Chef to the Canadian company Imasco, which also owned Hardee’s, for US$44 million (equivalent to $139 million in today). Imasco converted many locations to Hardee’s restaurants and let franchises and locations near existing Hardee’s locations convert to other brands. Remaining restaurants that did not convert to Hardee’s or new names and branding simply closed.
Here, below is a collection of 20 vintage photos of Burger Chef restaurants from the 1960s and 1970s:
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