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About Us

Lion's Choice is a privately-held, regional chain of quick serve restaurants known for REAL, ROASTED BEEF sandwiches. We were founded in 1967 in St. Louis, MO. St Louis is our primary market where we have 23 corporate and franchise stores in the St. Louis metro area.

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Lion's Choice is unique. We cook our beef in the stores every day. In four decades of operation, we have earned a loyal customer following. We've received recognition for BEST Fast Food and Best Roast Beef from the Riverfront Times in 2007, 2008, 2010, and 2011. We are known for quality, taste, and nutrition.

Lions are king of the jungle and Lion's Choice is King of REAL, roasted beef! We thank our loyal customers for regularly choosing Lion's Choice and welcome new customers as they GET REAL!

View Our History


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Quality goes beyond our ingredients... it is how we do everything

We believe that performance excellence means doing RIGHT THINGS RIGHT - first time, every time. We utilize consistent processes to ensure our menu meets the needs of our customers and of our company. We grow sales and profits by focusing on the needs of the customer, our team members, our community, and our owners. 


    Lion's Choice Legends

    Focus on the beef... get the beef right all the time!

    ~ Clint Tobias, Co-Founder

    Our long-term success is built on quality!

    ~ Marv Gibbs, Co-Founder and Former CEO


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    Vision, Mission, Philosophy, and Values

    We are guided by a shared direction and values. 

    • Vision: A GREAT company contributing to the success of team members, partners, owners, and the community.

    • Mission: First choice regional quick serve restaurant known for team pride, excellence in customer service, and a unique menu of REAL, quality, tasty, and nutritious products.

    • Service Philosophy: Every customer leaves with a smile, tells others, and comes back often because of me.

    • Team values: We start with the GOLDEN RULE and follow that with a positive attitude, respect for all, personal appearance, positive language, honesty, and accountability.