For decades, Lion’s Choice has been a beloved St. Louis staple, famous for its roast beef sandwiches, frozen custard, and that signature seasoning. But how does an iconic brand stay fresh while honoring tradition? In this episode, CEO Fred Burmer joins us to talk about what makes Lion’s Choice such a hometown favorite, how they’re introducing new menu items and innovations, and what it takes to keep a classic thriving in today’s competitive food scene.