Last year, the Pacific Northwest restaurant chain Burgerville was revered in the community where it started more than 80 years ago, but it was a bit taken for granted.
Media coverage of its 39 locations was a little spotty and haphazard, and messaging was inconsistent.
It had a cherished local history, building from its founder Jacob Propstra, a Dutch immigrant, down two generations to his son, George, and today, to George's son-in-law, Tom Mears.
But Burgerville was hardly a typical fast-food chain. It ...