Why Lion's Choice Won't Compromise on Its Signature Sandwich Despite Higher Beef Costs

Why It Matters

Maintaining product integrity despite rising input costs safeguards Lion's Choice’s brand equity and demonstrates a scalable model for fast‑casual operators facing similar commodity pressures.

Key Takeaways

• Lion's Choice refuses to cut portion sizes despite rising beef costs.
• Minimal menu price hikes offset by operational efficiencies and packaging tweaks.
• Beef masters undergo quarterly certification to preserve roast‑beef consistency.
• New premium “remix” sandwiches expand core menu without altering classics.
• Planned seasonal seasoned‑fries aim to keep brand relevant amid competition.

Summary

Lion's Choice CEO Fred Bruner explained on the Menu Talk podcast why the chain will not compromise its signature roast‑beef sandwich even as beef prices soar.

The company, which operates 24 locations in the St. Louis area, has absorbed most of the cost increase through tighter operational efficiencies—such as revised packaging and labor controls—while keeping menu price hikes to a few cents. Portion sizes, fries, and the core sandwich remain unchanged, and the standard $4.99 price point stays competitive.

Bruner emphasized that “the product is not on the table” and highlighted the role of “beef masters” who undergo quarterly certification, a hand‑trimmed top‑round cut from a handful of suppliers, and a proprietary seasoning and slow‑roast process. He also introduced the premium “remix” sandwich and upcoming seasoned‑fries as ways to innovate without touching the OG menu.

By protecting quality and price stability, Lion's Choice reinforces customer loyalty, differentiates itself from fast‑casual competitors, and positions the brand for modest expansion while navigating volatile commodity markets.

Original Description

Lion’s Choice has built a reputation and a steady stream of regulars for its legendary roast beef sandwiches in its hometown of St. Louis and beyond. The quick-service menu offers several choices, including the original Famous Roast Beef, the French Dip and The Remix—the last a favorite of CEO Fred Burmer.

Listen as Burmer describes how some of Lion’s Choice most popular menu ideas have come from the guests themselves, how the chain has created a rewarding team culture and loyalty program, and what his plans are for growth are for growth beyond the St. Louis area.