Brewers: One win away from free George Webb burgers

MILWAUKEE — If the Milwaukee Brewers win tonight, fans across Wisconsin could once again enjoy a legendary taste of baseball history — a free George Webb hamburger. The team’s 12th straight win tonight puts them just one game away from triggering a decades-old promotional promise that has only ever been fulfilled once, back in 1987.

That year, after the Brewers’ 12th consecutive victory, George Webb Restaurants made good on a promise made famous by its founder and distributed over 168,000 free hamburgers to fans across the state — an unmatched moment in both baseball and fast food lore.

A Wisconsin Tradition Rooted in Baseball Optimism

The free burger legend dates back to the 1940s, when founder George Webb — a quirky Milwaukee restaurateur known for his two clocks on every wall and round-the-clock diners — began advertising that his restaurant would give away free burgers if Milwaukee’s professional baseball team ever won 12 games in a row.

At the time, Milwaukee didn’t even have a Major League team. But the prediction endured, from the minor-league Brewers to the Milwaukee Braves in the 1950s, and then to the current Brewers, who began play in 1970. Though many saw it as a marketing gimmick, it became part of the city’s sports culture.

In 1987, that improbable bet became reality. But, some may ask, what’s the big deal about one free burger?

The 1987 Giveaway: A Logistical Feat

On April 19, 1987, the Brewers clinched their 12th straight win to start the season — part of a record-setting 13–0 start. Webb’s, then with 40 locations across Wisconsin, made national headlines when it announced that it would finally honor its decades-old pledge.

Over three days, George Webb restaurants handed out exactly 168,194 free hamburgers — one per customer, no strings attached. The supply effort was immense and required:

25,000 pounds of beef
173,000 hamburger buns
673 gallons of ketchup
286 gallons of mustard
2,868 pounds of onions
367,180 pickle slices

Lines wrapped around buildings. Fryers ran nonstop. As chronicled by OnMilwaukee, the event became a proud and chaotic festival of Milwaukee pride and baseball joy.

A Modern Echo in 2018

The only other time the promotion came close to being triggered was in October 2018, when the Brewers won 12 straight games spanning the regular season and playoffs. That year, George Webb Restaurants opted to honor the spirit of the promise, offering one free hamburger per person on October 22, 2018, between 2–6 PM. Roughly 90,000 burgers were distributed, and vouchers were issued in advance to help with crowd control.

While generous, it wasn’t tied to a clean 12-game regular-season streak and lacked the no-conditions purity of the original giveaway.

What Happens If the Brewers Win Tonight?

As of today, George Webb’s official website and social media accounts remain silent on the details of how they will again honor the original promise — now a legendary part of Wisconsin sports culture. Such an event would mark only the second time since the 1940s that George Webb’s burger bet officially pays off — and the first time in nearly 40 years.

Brewers fans, and burger lovers alike, are watching closely.