Culver's cultivates hot fast-food niche;It ain't diet food: Butter Burgers, rich frozen custard are at heart of Wis.-based chain with plans for growth.(Culver's Franchising System)(Brief Article)(Statistical Data Included)

Advertising Age | April 17, 2000| | Copyright

As fast-food behemoths McDonald's Corp. and Burger King Corp. continue to reshuffle their menus and brand identities, one Midwestern burger chain is quietly adding stores and market share just by being its old-fashioned self.

Culver's Franchising System could be viewed as a contrarian model to typical burger chains. What began 16 years ago as a single converted drive-in restaurant in Sauk City, Wis., will open its 100th store in June, giving the chain a presence in seven Midwestern states, with five more on the drawing board.

Its main strength comes from ...

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