# Culver's: Craig Culver

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2022-10-17
- Length: 1h 07m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-17-culvers-craig-culver

## Summary

Craig Culver, founder of Culver's, recounts building a fast-food empire from a single Wisconsin restaurant into nearly 900 locations. He details the pivot from an A&W franchise to creating the Butter Burger and frozen custard, the strategic decision to install a drive-through, and the challenges of franchising after a bad first experience. Culver also discusses maintaining brand integrity, the importance of employee-centric culture, and expanding via concentric circles to mitigate risk.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-17-culvers-craig-culver#t=0) Introduction: Craig Culver and Culver's
- [4:21](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-17-culvers-craig-culver#t=261) Early Life and Family Restaurant Roots
- [15:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-17-culvers-craig-culver#t=919) Buying Back the A&W and the Ritz Supper Club
- [23:20](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-17-culvers-craig-culver#t=1400) Launching Culver's: Butter Burgers and Frozen Custard
- [29:25](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-17-culvers-craig-culver#t=1765) Early Struggles, Customer Service, and the Drive-Through Pivot
- [43:37](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-17-culvers-craig-culver#t=2617) Franchising Challenges and Infrastructure Building
- [55:06](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-17-culvers-craig-culver#t=3306) Scaling Strategy, Skepticism, and Personal Sacrifice
- [1:01:02](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-10-17-culvers-craig-culver#t=3662) Pandemic Response, Leadership Transition, and Legacy

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

founders before launch, companies scaling up

## Mentioned

- Culver's (company)
- A&W (company)
- McDonald's (company)
- Hardy's (company)
- Dairy Queen (company)
- Ritz Supper Club (company)
- Butter Burger (product)
- Frozen Custard (product)
- U.S. Bank (company)
- Chipotle (company)
- In-N-Out Burger (company)
- Raising Cane's (company)
- Taco Bell (company)
- Chick-fil-A (company)
- Burger King (company)
- KFC (company)
- Steak 'n Shake (company)
- Jimmy John's (company)
- Rourke Capital Partners (company)
- Kurder Burger (product)

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- [Founder Feature: Liv Truesdell of FROST Buttercream](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-12-12-founder-feature-liv-truesdell-of-frost-buttercream) (The Startup CPG Podcast)
- [Founder Feature: Dina DiCenso of RIND](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-06-06-founder-feature-dina-dicenso-of-rind) (The Startup CPG Podcast)
- [Founder Feature: Sam Lejfer of Lucky Day](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-25-founder-feature-sam-lejfer-of-lucky-day) (The Startup CPG Podcast)
- [Bonus Episode: Khalil Khamis of Crafty Ramen](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-05-02-bonus-episode-khalil-khamis-of-crafty-ramen) (The Startup CPG Podcast)

## Citing this page

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