He often wheeled in a barrel of steaks during the restaurant ’s busiest times and ground them up while the diners watched. Even condiments did not escape his attention he soon began slicing his pickles lengthwise so that diners got a taste of pickle with every bite of burger.Ī savvy marketer, Belt did not let his customers overlook the care and quality that went into their meals. Belt then grilled the burgers in a unique, carefully choreographed method that seared in the juices and crisped the exterior, and served them on a fresh, custom-designed bun. He developed a formula for what he believed would be the perfect burger, which started with the best meat available in Illinois, ground fresh and mixed according to a precise ratio of lean to fat. Belt ’s standards for the food he served were likewise stringent. He designed the new Steak n Shake to look reassuringly clean, with a stark stainless steel and black-and-white decor that was kept shiny with frequent scrubbings. In a time when Board of Health standards for restaurants varied widely from county to county, and most roadside eateries were run in a careless, slapdash way, Belt turned scrupulous sanitation into a marketing advantage. The “shake ” referred to thick vanilla, chocolate, and strawberry flavored milkshakes, prepared with ice cream the Belts made themselves.īelt was a stickler for quality in virtually every aspect of his business. The “steak ” in the name referred to the restaurant ’s hallmark sandwich, the steakburger -made with real cuts of T-bone, strip steak, and sirloin, ground up, formed into patties, and grilled.
In February of 1934, the Belts opened their new eatery, renamed Steak n Shake.
When the college threatened to shut down Belt ’s small operation, he and his wife secured a $300 loan and used it to turn their gas station into a real restaurant. Soon, however, the nearby Illinois Normal State Teachers College began objecting to beer being served so close to campus. For an additional small charge, thirsty travelers could wash their chicken down with a glass of beer. He began offering customers all the chicken they could eat, along with french fries and cole slaw, for 45 cents. In 1932, looking for a way to make his station more attractive to motorists, as well as to supplement his income, Belt hit upon the idea of running a small restaurant in conjunction with the gas business. The station ’s owner was Gus Belt, an Illinois native who had owned a tire distributorship before going into the service station business. The business that would grow into the Steak n Shake chain began in the early 1930s in Normal, Illinois, in a Shell gas station. They offer full-service dining areas, counter service, and drive-through options. The restaurants, which are open around the clock, cater to a mid-range, casual dining market, with the average meal costing approximately $5.60. The Indianapolis, Indiana-based chain is best known for its burgers (which are referred to as “steakburgers ”) and milkshakes, but also serves a range of other sandwiches, salads, soups, and side dishes. Of the 370 restaurants in operation, approximately 50 are franchised, with the remainder company-owned.
One of the oldest restaurant chains in the United States, The Steak n Shake Company operates more than 370 Steak n Shake restaurants throughout 17 midwestern and southeastern states. NAIC: 72211 Full-Service Restaurants 53311 Lessors of Nonfinancial Intangible Assets (Except Copyrighted Works)
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