--- title: Mad Men: A Brief History of the Real-World Burger Chef description: A closer look at the rise and fall of the client that Peggy, Don and the rest of SC&P has been chasing during the show's seventh season canonical: https://time.com/104799/burger-chef-mad-men-history/ author: Eric Dodds article:opinion: false article:content_tier: free article:published_time: 2014-05-19T19:06:14.000Z article:modified_time: 2026-08-04T08:05:39.491Z article:section: Entertainment og:title: Mad Men: A Brief History of the Real-World Burger Chef og:description: A closer look at the rise and fall of the client that Peggy, Don and the rest of SC&P has been chasing during the show's seventh season og:url: https://time.com/104799/burger-chef-mad-men-history/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt99bd92c89c505aa6/6986901913c79f2125192296/mad-men-peggy-burger-chef.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 og:image:width: 3600 og:image:height: 2025 og:image:alt: Trevor Einhorn as John Mathis and Elisabeth Moss as Peggy Olson in Mad Men: Burger Chef. og:type: article twitter:card: summary_large_image twitter:title: Mad Men: A Brief History of the Real-World Burger Chef twitter:description: A closer look at the rise and fall of the client that Peggy, Don and the rest of SC&P has been chasing during the show's seventh season twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt99bd92c89c505aa6/6986901913c79f2125192296/mad-men-peggy-burger-chef.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  # _Mad Men_: A Brief History of the Real-World Burger Chef > Sponsored content. 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Terms and conditions apply. * Savings buckets are a feature of Ally Bank's Savings Account. * No ATM fees from Ally Bank at Allpoint and Moneypass ATMs plus we reimburse for fees charged by other ATM owners nationwide up to $10 per statement cycle. * Early direct deposit offers eligible direct deposits up to two days sooner. * Spending buckets are a feature of Ally Bank's Spending Account. ## Video: Burger Chef Commercials (Complete Collection) [Watch (HLS stream): Burger Chef Commercials (Complete Collection)](https://cdn.jwplayer.com/manifests/yBsRFDbu.m3u8) (12:45)  _Published 2014-05-19_ by [Eric Dodds](https://time.com/author/eric-dodds/) ## Eric Dodds May 19, 2014 7:06 PM UTC  Mathis and Peggy stand outside a Burger Chef franchise. Mathis and Peggy stand outside a Burger Chef franchise. Justina Mintz/AMC—© AMC Film Holdings LLC. by [Eric Dodds](https://time.com/author/eric-dodds/) ## Eric Dodds May 19, 2014 7:06 PM UTC If there’s one thing that Sterling Cooper & Partners (and its earlier iterations) has a knack for, it’s landing clients that never quite reach the pinnacle of its industry. From Richard Nixon in 1960 to Mohawk airlines and the doomed Chevy Vega, Don Draper and Co. always seem a half-step behind the times. That’s never more true than in the case of Burger Chef, the firm’s latest target as well as a company that likely had the show’s younger viewers scratching their heads and Googling the fast food relic. That the name Burger Chef is all but lost to history isn’t particularly surprising — in a world dominated by ubiquitous fast food chains (McDonald’s, Burger King, Wendy’s, etc.), even regional powers like Carl’s Jr. and Dairy Queen have some difficulty raising their profile on the national stage. Back in 1969, however, Burger Chef was very much a player in the fast food industry, and certainly a client that would bring in plenty of billings for SC&P — even if it wasn’t quite the behemoth that McDonald’s is. And if their slogan from that era (“Burger Chef goes all out to please your family”) is any indication, Peggy is certainly on the right track. **Born in the spring of 1958, Burger Chef**, whose name was reportedly chosen to present the new restaurant as a more highbrow version of Burger King, got its start in Indianapolis. It was first to market what has since become a fast food staple: the burger-fries-and-drink combo meal, dubbed the “Triple Threat” and sold for just 45 cents. The chain spread quickly, with franchises opening in Des Moines and Louisiana, but Burger Chef took steps to ensure that the rapid expansion did not diminish quality. According to _Flameout: The Rise and Fall of Burger Chef_, the training process was a remarkably rigorous one by today’s standards: “New franchises were sent to Indianapolis to learn first-hand how to do everything from refilling catsup dispensers to conducting employee interviews to accounting. Potential employees received personality tests, and often needed to be taught how to be proper, dependable and dress neatly.” By December 1967, Burger Chef had become the second largest restaurant chain in the entire country, trailing only the golden arches of McDonald’s. In 1969, after being acquired by General Foods a year prior, Burger Chef opened its 1,000th restaurant. (The chain would eventually peak at 1,200 restaurants two years later — just 100 fewer than McDonald’s at the time.) Though General Foods had enjoyed success with some of its other brands, including Jell-O, its management style didn’t fit particularly well with the well-developed Burger Chef culture. General Foods issued an ill-advised redesign of the logo and attempted to revive a handful of stalled initiatives that had been abandoned years prior. If Don and co. can land Burger Chef with Peggy’s family-oriented pitch, it’ll come not a moment too soon. In the real world, McCann Erickson got the Burger Chef account (and its $2.5 million in billings) in 1968, but resigned it in 1971, when Ogilvy & Mather picked it up. By 1982, when Burger Chef was sold to Hardee’s, it had just over half of the 1,200 restaurants it had at its peak in 1971\. For comparison’s sake, McDonalds had reached 4,177 restaurants in 21 countries by 1976\. In 1996, the final Burger Chef franchise in Cookeville, Tenn. was converted into a “Pleasers” restaurant. Of course, in the _Mad Men_ world, it doesn’t so much matter what happens to a client after it’s landed — the _landing_ is what counts. And perhaps no pitch has been so important for the show’s protagonists as this one. Either Peggy and Don will finally find a way to work together and flourish as they once did (albeit with a markedly different power structure), or SC&P will likely meet a fate similar to that of the fast food chain it so badly wishes to sign. ## Transcript Burger Chef presents, The Family Circus. Dolly, Jeffy, it's the Burger Chef. Enjoy a triple treat. A hamburger, french fries and milkshake. [ INAUDIBLE ] We're hungry! I am too. Let's all go to Burger Chef. Will somebody find my other shoe? Do we have to get dressed, Mommy? No, we can all go just as we are. Even P. J .? Well, not quite. [ MUSIC ] Hm. Daddy, can we get a priple preat? Sure. Five priple preats. I mean triple treats. The Burger Chef family would like to have your family over for dinner. Burger Chef goes all out to please your family. [ MUSIC ] [ MUSIC ] At Burger Chef we just can't stand to let anyone walk away hungry. So we went all out and built the Super Chef, one quarter pound of lean beef, pickles, onions, tomatoes, catsup, dressing, and fresh lettuce. It's the most all out hamburger you ever saw. [ NOISE ] And you'll only see it here where we go all out to please your family. Burger Chef, we will always treat you right. [ MUSIC ]. Hello, hello, can't you stay a while! Hello, hello, good to see you smile! Burger Chef introduces the all round square meal. Hamburger, french fries, thick shake, apple turnover, a square meal at an old fashioned price. You know we'll always treat you right. Hello, hello! Hello, hello. Hello, hello. You want a silly window, come pick a pickled pottomus. An apple turtle over with an apple where its bottom is. A flighty mynah burger or a mighty chimpan cheese. At Burger Chef we've got all. Six crazy creatures, window sticks! [ MUSIC ] A ripe tomato gator or a rare must catch a roll, the animals we've got are fun though not completely natural. One free with any purchase at most every Burger Chef. With anything you eat or drink you'll get one for yourself! Burger Chef! [ MUSIC ] Hello, hello. Can you stay a while? Hello, hello. Good to see you smile. American kids are on the same team about. Hamburgers. So at Burger Chef we broil lean beef over an open fire. Maybe that's why kids bring their families to Burger Chef. [ MUSIC ]. It's Burger Chef and Jeff. Brooding burgers. No one's happy here. Even the dogs frown. [ LAUGH ] Not for long, Jeff. My new Fun Burger is going to put a smile on every face. Puzzling pickles. What's a Fun Burger? Well it's a delicious burger. With a smile on the wrapper, and a prize inside like this flying top. Or maybe a dune buggy. Yes. [ LAUGH ] Or perhaps a bubble pipe. The fun burger [ LAUGH ] with a surprise prize. Only at Burger Chef. Incrediburgible. It's Burger Chef and Jeff. Terrified tomatoes. Count Fangburger. [ LAUGH ] Burger Chef. I have come to cast my evil eye, upon your happy place. What'll we do Burger Chef? We'll give him my delicious burger and fries. Fangs a lot. [ LAUGH ]. I'm happy! What you going to get at Burger Chef? Delicious food in a happy place! Incrediburgible! Burger Chef, you're incrediburgibly new. Everyone likes our new works bar, Jeff, where you can fix your own burger. The way you like 'em. And we still serve them ready to eat. Leaping lettuce, a new salad bar. [ LAUGH ] Order a salad and help yourself. People sure are happy with the new works. Bar and salad bar. There's more to like at Burger Chef. You're incrediburgibly better. [ LAUGH ] Gosh, Burger Chef, it's Wolfburger the werewolf. Where can I get delicious burgers? Where can I get fun, fun food? Where oh, where? At Burger Chef. Where? And now at participating Burger Chefs, you can buy Fun Meals that now come on Halloween Magic Meal trays. There's a magic trick in each Fun Meal. [ LAUGH ] There are ten different Magic Meal tricks you can collect. Burger Chef, you're incrediburgerble! [ LAUGH ]. King Kong, on King Kong glasses. Get one free at Burger Chef when you buy a Big Chef or Super Chef, large fries, and a large serving of Coca Cola. Or get one with purchase with of a regular sized coke at a special price. King Kong glasses, get all four for your kids. You want a straw? [ MUSIC ]. Why don't you try a new Mariner Dinner? Fish dinner at a hamburger place? Burger Chef introduces the Mariner. Two tender deep sea fillets, fresh cooked, hot and crisp. With fries and all the salad you want. Delicious. Mm- hm. What do you think mom? Pretty good cook, siz. [ LAUGH ]. Catch the Mariner. Only at Burger Chef. [ MUSIC ]. R2D2, hurry up. Hello, welcome to Burger Chef. We'd like a Star Wars poster please. I knew it. Well all you do is buy a large serving of Coca Cola at a special price and the poster's yours. R2, look, it's us. R2, I think we better leave. Collect all four Star Wars posters, only at Burger Chef. Burger Chef introduces. [ MUSIC ] Star Wars fun meals for your kids. A hamburger, french fries, and Coca Cola. Imagine how much fun your. Kids will have. [ MUSIC ] Stars Wars fun meals, collect all seven. Only at Burger Chef. Open wide, America. Burger Chef's got big, juicy, terrific burgers for you, 100 % all beef. [ MUSIC ]. We really work hard to serve' em hot and delicious, so you can take 'em to our work spot, and make 'em taste even better. The way you want 'em. [ LAUGH ] You're gonna love our burgers. [ MUSIC ]. Open wide, America, you never can forget. You get more more more to like at Burger Chef. Open wide, America, we're gonna give you more. Burger Chef has everything, you know you're looking for. [ MUSIC ] Open wide for Burger Chef's 100 % all beef burgers, like our thick juicy Super Chef, cooked from a full quarter pound that's big bite delicious. [ MUSIC ] [ MUSIC ] Open wide, America. That's it, wide. For Burger Chef's big thick juicy 100 % all beef. [ MUSIC ]. Beef burgers, like our big thick juicy Super Chef, cooked from a full quarter pound of delicious beef. Super Chef, a great burger from first bite to last. Open wide America, you never can forget, you get more, more more, to like at Burger Chef. [ MUSIC ] [ INAUDIBLE ] what a great looking sandwich. Know what they're talking about? Burger Chef's big new salad bar. Go to it gang. Make your salad just the way you like it. Take what you want. Wow. With all new fixings. And delicious dressings like new chunky blue cheese. Just open wide for Burger Chef's big new salad. [ MUSIC ] What a salad. Hallo? Anybody home? Surprise! [ MUSIC ]. Burger Chef introduces, the Top Chef. The burger you'd never expect to see at a hamburger restaurant. It's beautiful. It's one third pound, all beef, mellow melted cheese and crispy bacon. On a toasted sesame seed bun. Terrific! The burger with the bacon. Only at Burger Chef. Nobody ever did anything like this for me before. [ MUSIC ]. At Burger Chef, we're doing more to give you more. More hot tasty choices, fast service. Money saving reasons to come see us, like the works bar, always there at no extra charge. You get your money's worth and then some. We're feeling proud to say, you get more with your meal, when you feel like a Burger Chef. Feel like a Burger Chef. You know, you kids passed up three other places to come here. We know! What do they got here you can't get there? A Super Chef! Yeah! Our Super Chef Sandwich. Out thicker juicy patty, cheese, tomato the works. You won't find another burger quite this good anywhere. Could be your new favorite too. How'd you ever get them all here? The always follow me. [ MUSIC ] [ MUSIC ]. Since when did you two start having lunch at the same place? Since this place. He used to eat up the street. And she ate down the street. So what got you here? Tasha! Our top chef sandwich, our thicker juicy patty, cheese, crispy bacon. No other burger is made like this or tastes like this. Could be your new favorite too. So, no more his place and her place, now it's. Our place. [ MUSIC ] Nowhere else but Burger Chef. Nowhere else but Burger Chef. [ MUSIC ] [ MUSIC ]. Right now in a neighborhood very close by, Burger Chef brings you the Empire Strikes Back. The Star Wars saga continues as Luke Skywalker, Yoda and friends and their enemies come alive in three original. Two dramatic full colored posters. Get a new poster each week for an exciting low price. When you buy a medium size Coca Cola and any large sandwich only at Burger Chef. For the Empire strikes back again, and again, and again. We want a thicker, juicy burger with bacon, where do we go? [ MUSIC ] Our new. New Top Chef. We made it thicker so, it's a juicier quarter pound patty. And we give you more cheese and bacon. Who else gives you bacon? All in a fresh bakery bun. [ MUSIC ]. A thicker burger. With bacon. 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