One day, I was walking through a large Dallas-area bookstore while my daughters and wife disappeared into the sections of their interests. I was browsing the business section when I realized there were no books like I would write. I looked at many titles and read several back covers, but I saw nothing that sounded like what my yet-unwritten book would say. There were no cowboy hats, no horses, no restaurant stories, and certainly no ranching anecdotes. So that night, I decided to write this book for you. I hope you enjoy the journey we have been on to create the best small business we could imagine. After many failures, successes, and awards, the vision remains clear. Here is the story of insight, innovation, imagination, and true Burger Brilliance!
This book explores the journey and culture of the highly successful business practices of Wells Cattle Co., located in Rockwall, TX. On these pages you will discover the innovation behind what many label as the best burger they have ever eaten. You will find insight into true servant customer care, along with the imagination required to create one of the most unique menus anywhere in the world.
Innovation: I grew up with amazing ground beef. It was clean beef that was free of chemicals or hormones. Made from the entire side of beef deboned and ground together, it included the steaks and prime cuts, unlike other ground beef. Even when critics said it could not be done, I sold my first cow before I could get it to the processor. It has been an amazing ride!
Insight: Just because I own a restaurant does not mean it belongs to me. That may be a shocking statement, but it is true. My restaurant belongs to every customer who chooses to spend their hard-earned money with us. I am humbled by the success we have seen in the time we have been serving our community. We have won almost every award given for burgers in our area, and we do not take a single accolade lightly.
Imagination: One night I started creating burger ideas on my laptop. There was the Western Burger with our house-made barbeque sauce.... and a Mushroom Swiss. Then some crazy ideas started coming to mind like a German Burger with sauerkraut.... The list quickly grew to twelve burgers, ending up with an outrageous Brunch Burger built on waffles with syrup drizzled on the beef patty.
Additionally, we are the only restaurant in town to serve farm-to-table Wagyu hot dogs. We offer standards like Chicago style, backyard, and even a few topped with a fried egg. We even have a dog with our peanut butter sauce, grape jelly, green chiles, and bacon. There is no lack of imagination!