From Milwaukee’s Hamburger Parlor to a Wisconsin Staple
In the heart of Milwaukee, on the corner of Ogden and Van Buren Streets, the story of George Webb’s began in May 1948. This was not merely the opening of a restaurant; it was the inception of what would become a cherished institution in Wisconsin. George Webb, alongside his wife Evelyn and their three sons established what would evolve into a chain known for its burgers, chili, and an bartime food runs.
The Birth of a Legend
George Webb was a man of character and innovation. His vision was simple yet profound: to be a friend in the neighborhood by serving good food at fair prices, 24 hours a day. Starting with a modest lunch counter, George’s initial menu was straightforward, featuring hamburgers, eggs, toast, and coffee. But his wife, Evelyn, brought an extra touch with her homemade soups, which included chili, chicken noodle, bean, and split pea. These offerings quickly garnered a loyal following, not just for their taste but for the warmth of the service.
George’s quirky sense of humor was another hallmark of his establishments. He was known for teasing customers with signs proclaiming “Free Rabbit Lunch Tomorrow” or offering to pay $10 for 1,893 pennies. His playful spirit was also evident in the now-iconic double clocks in every George Webb restaurant. A local ordinance once prohibited businesses from being open 24 hours a day, so George cleverly hung two clocks—one minute apart—declaring his restaurants open “23 hours, 59 minutes and 59 seconds, seven days a week and on Sundays!”
This practice continues to this day, symbolizing George’s legacy of bending the rules with humor and ingenuity.
Expansion and Family Involvement
By 1953, George’s vision expanded as the first George Webb franchise was born when his son Jim took over one of the restaurants. This was the beginning of a family tradition where the sons not only worked in the restaurants but also grew the business. Unfortunately, George passed away in 1957, leaving the management to Jim, who spearheaded the chain’s growth through the 1960s and into the 1980s. Despite the rise of fast-food chains, George Webb’s managed to maintain its unique charm and customer loyalty, thanks to its made-to-order meals and the personal touch of its family-run operations.
Challenges and Rebirth
The journey wasn’t without its trials. By 2008, George Webb’s was on the brink of bankruptcy. The economic downturn, combined with stiff competition, had taken its toll. However, under the new leadership of Philip Anderson, who took over in 2005 after a successful stint in other business ventures, George Webb’s saw a revival. Anderson’s strategy included strengthening franchise ties, expanding locations, and introducing a drive-thru, starting with a store in Kenosha. His efforts were pivotal in maintaining the brand’s identity while adapting to modern business practices.
Cultural Impact
George Webb’s has not only been about food; it’s about community. From the beginning, George was a baseball enthusiast, famously predicting that Milwaukee’s baseball teams would win 12 games straight. This prediction became a tradition, culminating in April 1987 when the Brewers achieved this feat, leading to George Webb’s giving away nearly 168,194 free hamburgers. This event underscored the restaurant’s deep roots in local culture and sports fandom.
The restaurant’s involvement in community events, its support for local teams, and its role as a late-night hangout spot for many, from teenagers to night-shift workers, have cemented its place in Wisconsin’s cultural landscape. George Webb’s locations often serve as informal community centers where stories are shared, friendships are formed, and memories are made.
The Modern George Webb
Today, George Webb Restaurants are spread across southeastern Wisconsin, with around 30 locations. The menu has evolved but remains true to its roots—offering breakfast all day, a variety of burgers, and soups that have become part of the restaurant’s lore. The franchise model has ensured that each location maintains a personal touch, with many operators having deep connections to the neighborhoods or even being part of the George Webb “family” for generations.
Philip Anderson, continuing to lead as “chief cook and coffee mug washer,” has kept the brand relevant by balancing tradition with adaptation. The introduction of online ordering for pickup or delivery reflects a nod to contemporary consumer habits while still preserving the essence of what George Webb stood for.
Looking Forward
As George Webb’s looks to the future, there are plans for expansion beyond Wisconsin, trying new markets like Knoxville, TN, Fort Myers-Naples, FL, and Austin, TX. This expansion is not just about geographical growth but also about spreading the culture and heart of George Webb’s to new patrons.
The story of George Webb’s is one of good food, humor, and a little bit of Midwestern magic. It’s a tale of how a simple hamburger parlor can grow into a beloved institution, adapting yet never losing its vibe. Whether it’s the double clocks, the homemade chili, or the promise of free burgers with a Brewers’ winning streak, George Webb’s has indeed become more than just a restaurant; it’s a piece of Milwaukee and Wisconsin’s heart.
George Webb’s journey from a single lunch counter to a network of family restaurants is a testament to the lasting appeal of simple, well-made food served with a side of humor and neighborliness.
Editors’ note: this article was published by Dairyland Sentinel, it is not a paid advertisement nor an endorsement. We celebrate Wisconsin’s heritage, including the companies, organizations and people who make it great.]
