In today’s fast-changing world, the secret to lasting success is staying relevant while honoring your retail tradition.

Founded in 1952 as the Frigid Queen ice cream stand, The Original Burger King in Mattoon, Illinois, is a beloved independent burger restaurant that predates the national chain. Known for its fresh, hand-pattied burgers, old-fashioned twist ice cream cones, and handwritten orders, the restaurant has become a community landmark. 

For more than 70 years, it has blended consistency, community connection, and strategic adaptation to remain a staple in the lives of Mattoon residents. 

Owner Ernie Drummond’s story offers seven practical insights for any retailer navigating the contrast between traditional retail vs modern retail. 

1. Keep Your Core Offerings Consistent

Customers return for the flavors, services, and experiences they trust. Since the 1950s, The Original Burger King has prepared its burgers from fresh, locally sourced meat.  Their meat is purchased daily from a nearby meat market and hand-formed into two-ounce patties. 

The restaurant’s ice cream offerings also stand the test of time, served from a traditional twist machine in classic chocolate, vanilla, or a half-and-half swirl. These menu staples, along with their signature shoestring and coated fries, have consistently delivered a taste and texture that customers can count on year after year.

In traditional retail, predictability builds trust. Even as you modernize, keep your signature items and experiences intact. Your success depends on clearly identifying the products or services that define your brand and consistently delivering them with quality and care. When customers know exactly what to expect and get it every time, you build trust that can turn your business into a long-term retail success.

2. Evolve Without Losing Your Identity

The Original Burger King has modernized carefully while staying true to its roots. The shift began in the early 1950s, when founder Gene Hoots traveled to California, saw emerging burger concepts like Steak ’n Shake and In-N-Out, and returned home inspired to add burgers to his seasonal ice cream stand so he could operate year-round. Over time, the business introduced changes more slowly than national chains, such as credit cards, which weren’t accepted until long after most other restaurants had made the switch, and free drink refills were only introduced once new ownership took over.

These changes enhanced convenience and aligned with evolving customer expectations, while maintaining the menu, service style, and community feel.

Here are practical ways to evolve while preserving your brand identity:

• Look for inspiration outside your market – Travel, visit other retailers, and spot ideas that could translate to your business.
• Listen to customer habits – When payment methods or service expectations shift, consider adopting them to make transactions easier.
• Test before fully committing – Start with a short trial of 30-90 days for a new product or service to gauge customer reaction.
• Preserve your signature experience – Keep your core products and traditions intact while layering in modern conveniences.

Balancing traditional retail vs modern retail means honoring your history while welcoming growth. When making adjustments in your business, the key is to evaluate each potential change against your brand values. If it enhances the customer experience without erasing business traditions, it’s worth considering.

3. Protect Your Name and Brand

When Gene expanded from the Frigid Queen ice cream stand to a full burger operation, he knew he would have to secure legal rights to his brand’s name. He trademarked the name “Burger King” with the State of Illinois, and when the national chain began opening locations in the state, starting in Skokie, Illinois, Gene knew he needed to protect his territory. 

His trademark was registered at the state level, allowing him to retain the Burger King name, but only within a 20-mile radius of his Mattoon location. 

When considering how to grow your retail business, be sure to safeguard your intellectual property. Preserving your name and brand enables you to carry your retail tradition forward without interruption, allowing future generations to connect with the history, quality, and trust that your business represents. 

4. Build Community Loyalty Through Personal Connection

The Original Burger King is known for greeting customers face-to-face, taking orders by hand, and promoting genuine conversations. Instead of using self-service kiosks, the staff writes each order on a slip of paper, places it on a tray, and passes it through an assembly line before delivering the meal directly to the customer. This process encourages interaction at every step, allowing employees to make eye contact, smile, and start conversations. 

Ernie emphasizes the importance of body language, a value that sets The Original Burger King apart from many modern dining experiences.

In today’s sometimes impersonal retail climate, personal interactions are a competitive edge. By preserving face-to-face connections, you uphold the kind of retail tradition that builds loyalty, creates memorable experiences, and reminds customers why human connection has always been at the heart of great service.  

5. Create Generational Ties

For decades, current employees of The Original Burger King have been children or grandchildren of past workers. Parents who worked there as teenagers often encourage their children to apply when they turn 16, knowing that it’s a safe, family-oriented environment. 

Ernie has always maintained a wholesome atmosphere so parents feel confident their kids will be in a positive setting while learning responsibility. 

Ernie said, “The closest thing we’ve got to gaming in here is the claw machine. We’ll never have alcohol. We’ll never have gaming as long as I’m here anyway. And we just feel like the family atmosphere is what makes this work.”

Here are practical ways to foster generational loyalty in your business:

• Hire locally and personally – Actively recruit from families and community groups connected to your business.
• Maintain a safe, family-friendly environment – Have clear policies to help reassure parents and create positive word-of-mouth.
• Celebrate employee milestones – Recognize multi-generational workers and share their stories publicly.
• Encourage employee referrals – Reward current staff for recommending new hires from within their community.

For retailers, it’s important to cultivate relationships that span years or decades. This tradition retains skilled workers who are familiar with the brand’s values while strengthening community pride. Fostering multi-generational customer and employee loyalty is one of the most enduring forms of sustainable retail traditions.

6. Adapt to New Consumer Habits

Before the COVID-19 pandemic, the drive-through was an important part of The Original Burger King’s business. Afterward, it became essential. Ernie noted that takeout demand surged during the pandemic, making the drive-through a critical revenue stream. 

The restaurant adapted smoothly to this change, continuing to serve its loyal dine-in customers while maintaining fast and efficient drive-through operations. By balancing convenience with its traditional, face-to-face service, the business maintained its community atmosphere without sacrificing the speed and accessibility modern customers expect.

Successful retailers aren’t stuck in the past, but they also don’t abandon it. The secret lies in integrating modern retail conveniences with traditional retail values by monitoring trends in customer behavior and being ready to pivot. 

7. Leverage Tradition as a Marketing Asset

The store’s long-standing place in Mattoon’s history is a core part of its brand appeal. Since opening in 1952, The Original Burger King has served ice cream to local baseball teams for a quarter of a century, employed generations of families, and provided a welcoming gathering place for residents and visitors, weaving itself into the fabric of the community.

Even newcomers, such as students from nearby Eastern Illinois University, are intrigued by the story of a locally owned Burger King that predates the national chain. Many arrive expecting a franchise experience, only to leave saying they prefer the Mattoon version after trying the food. This rich history and unique identity attract first-time customers and turn them into repeat visitors.

Traditional retail vs modern retail isn’t about choosing one over the other. It’s about turning your story into a strength in a competitive world. So, don’t hesitate to tell your story. Use your history in marketing materials, on your website, and in person to deepen emotional connections with customers and sustain your local retail traditions as part of your growth strategy.

Conclusion

The Original Burger King proves that retail tradition and modern adaptation aren’t mutually exclusive. 

By protecting what matters most while embracing thoughtful changes, Ernie Drummond has made sure that the business remains a beloved local institution. 

Whether you’ve been in business for decades or are just starting out, these lessons show that honoring your roots can be the foundation for a sustainable future.

If you loved learning about the story of The Original Burger King and know a retailer who deserves recognition, Nominate A Retailer!