Culver's: Over 1,000 Stores But Still Falling Under The Radar Screen

Forbes

09-05-2025

A food website recently pointed out that 'Culver's doesn't typically get mentioned alongside popular regional burger chains such as Whataburger and In-N-Out, but it probably should.' Indeed, it should.
Culver's is a major franchising powerhouse, having recently surpassed its 1,000 location, and now has 1,004 stores with 997 of them or 99% franchised and only 7 company-owned. It also received a major investment from Roark Capital Group, an Atlanta, Ga. based private equity firm, with over $37 billion in equity, known for its investments in franchised restaurant chains as well as retail and consumer service sectors.
Though many private equity firms invest in restaurant chains, expand them and sell them in several years for a profit, Roark started its investment in 2017 and has shared its expertise to help Culver's grow over 8 years and counting.
And Culver's has been expanding at a steady pace since it opened 53 new locations in 2024, with 7 new locations so far in 2025. It expects to open another 50 or more locations by the end of 2025.
Culver's is based in Prairie du Sac, Wisc., a Midwest town of 4,370 people but in proximity to Madison, the state capital, but far away from the two coasts which often generate more media coverage.
A hamburger chain Culver's with over 1,000 mostly franchised locations doesn't get much national recognition but keeps growing at a steady pace.
A New CEO Who Has Been Involved For 8 Years
Julie Fussner, who was named CEO on April 28, 2025 of Culver's after being with the company since 2017 starting out in marketing and serving as CMO, is not perturbed about its lower profile on a national basis. 'Our focus is on being as well-known as possible in the local communities we're in,' she says.
'We don't advertise nationally. It doesn't make sense for us,' she notes. Moreover, she adds that its approach is working since 'volumes in the restaurants are high and we're growing.'
Most restaurant owner/operators work in the restaurant and develops their local following, she says. Fussner adds that franchisees are permitted to own a small number of locations, if they stay within a close-by geographic area.
She notes that even though it specializes in burgers, 'We're in the people business. When our owner-operators are present and engaged, they take care of their teams.'
Burgers, Custard and Cheese Curds
It's known for several menu items including ButterBurgers, frozen custard and Wisconsin Cheese Curds. Fussner says its name ButterBurgers emanates from its lightly-buttered toasted buns that adds flavor to its fresh beef seasoned on a grill.
She says that its menu 'is inspired by where we come from in Wisconsin,' noting that fresh custard was invented in Milwaukee.
But Fussner describes the brand's secret sauce as serving 'made-to-order meals with hometown hospitality.' She indicates that its staff is trained to provide a 'welcoming dine-in experience and small-town hospitality in every interaction.'
More Americans are moving toward healthier menus, but Fussner notes that it offers a line of salads, with grilled chicken, soups, and seafood, though the cod is fried.
Targets Mom And Dads
Its target audience, she says, is 'the people who are making meal decisions, mostly moms and dads with families; however, we have a huge lunch business on weekdays, involving the person in the office, bringing the team to lunch.'
Most of its outlets are located in the Midwest, but its footprint extends to the West and Southwest and of late, to the Southeast, so it's gone beyond Wisconsin's borders. Its shops are in various sites, ranging from its largest city Chicago, smaller cities, suburbs, and small towns.
Fussner makes the case that Culver's has made a name for itself in the communities that it serves in a variety of ways: 1) Via local fund-raising efforts, 2) Engaging with its customers on social media via its Surprise and Delight programs, 3) Donating $6.5 million to the Thank You Farmers Project since 2013 to support agricultural education and support a climate-smart future.
Fussner doesn't plan on changing Culver's culture now that she's been named CEO. Her focus, she indicates, 'is not to lose any of the foundation of what has made us successful.' She adds that operating a Culver's restaurant is 'difficult so identifying innovation or what we can do differently to deliver that exceptional experience is something we'd like to do,'
She also expects to continue to open 50 to 55 outlets a year, and envisions seeing improvement in its digital experience, particularly in its loyalty program and plans to introduce new types of burgers on the menu.
She sees the 3 keys to its sustained success as: 1) Continuing to identify present and engaged owner/operators, 2) Staying true to its roots regarding its menu, 3) Delivering outstanding hospitality for every guest at every location.