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Culver’s, the brand behind ButterBurgers and frozen custard, has grown steadily (and rapidly) since 2019. Not even the pandemic slowed down its expansion, opening 50 or more restaurants a year in the past four years, and poised to reach 1,000 locations by 2025. Its consistent growth despite some very tough challenges like a labor shortage and supply chain issues is impressive to say the least. So, what’s their secret?
Strategic hiring
At the heart of Culver's success lies its unwavering commitment to strategic hiring. As the chain expands into new markets and territories, finding the right talent to staff these new locations becomes paramount. The company does this in two interesting ways:
First, it requires prospective franchisees to immerse themselves in the Culver's experience by working in one of its restaurants for six 10-hour days. This ensures every new franchisee embodies the company’s values and ethos and knows how to build a team that does the same. Culver's 101 directly influences the hiring process because franchisees see first-hand the skills and characteristics that make a successful Culver’s employee. They can then set strict qualifications and use diverse sourcing strategies to attract and hire the right applicants.
And to find the right hires, Culver’s invests in smart technology. Since selecting Workstream as its corporate preferred hiring partner, three out of every four restaurants now use the platform to efficiently source, screen, schedule, and interview applicants. Franchisees are able to staff locations quickly thanks to Workstream’s automation and mobile-first functionality that keeps applicants engaged and moving through the hiring process quickly.
Empowering employees
The focus on people doesn’t end with hiring. Culver’s has a strong culture of investing in its employees and making them a key part of how they win. We all know that career advancement, mentorship, and a fun work environment are among the top reasons hourly workers stay at their jobs. Culver’s addresses all this and more with its unique retention programs:
- The Franchisee Mentorship Program partners restaurant managers with franchisees looking to expand so they can learn the ropes.
- The Culver’s Foundation™ is a scholarship program that invests in team member education and has awarded scholarships to over 3,000 employees.
- Restaurants compete annually in the Culver’s Crew Challenge, where they’re judged on quality, service, cleanliness, hospitality, community outreach, and training and development. The winner receives a $100,000 prize.
From frontline crew members to seasoned franchisees, Culver's fosters a culture of collaboration, growth, and innovation, ensuring that every member of its team has the tools and support they need to thrive.
Quality, quality, quality
It’s easy to let quality slip as you expand, especially when you’re growing quickly. We’ve all seen it happen before. But that’s not the case with Culver’s. The company is still family-owned and picky about where it expands to and who can become a franchise owner.
The company has used fresh, never-frozen beef since its founding in 1984. From sourcing local, fresh ingredients (even down to its cheese curds) to making everything to order, the original food philosophy of Culver’s hasn't changed since its inception.
This also presents itself in the brand’s restaurant atmosphere. Founded in Sauk City, Wisconsin, Culver’s restaurants have a midwestern charm and brand of hospitality that can only come from the Cheese State. Regardless of where a Culver’s is located, you’ll receive the same warm welcome when you walk in the door and pleasant chit-chat with employees as you order.
Building a strong foundation
Maintaining these food and hospitality traditions is so important to Culver’s success, which is why hiring and retention are critical. Finding the right staff that embodies these values and commitment to quality and keeping them with the Culver’s family, has made it easier to grow the business so quickly.
With a projected expansion of 51 stores in 2024 and a strong focus on enhancing the customer experience, Culver's is poised to continue its upward trajectory and solidify its position as a leader in the fast-food industry. Through strategic hiring practices, employee empowerment, and a relentless dedication to quality, Culver's is paving the way for an exciting future.
