Founded in 1967
A unique restaurant concept and business venture was started by our founders, Marv Gibbs and Clint Tobias. The idea was to open a quick serve restaurant that served freshly-prepared sandwiches made with high-quality top round beef, slow-roasted every day in the store. They wanted to offer an alternative to the burger chains. The original name they developed for the concept was Red Lion Beef; however, a hotel chain had already trademarked “Red Lion”, causing the partners to rethink the name.
The search for a new name brought them back to their childhood days. Back in their day, if you were lucky enough to have the best of something - like field level baseball tickets for a big game - it was said that you had the "Lion's Choice". Since their restaurant set the standard for high quality food and great customer service, they renamed it Lion's Choice.
The first store was located in Ballwin, Missouri and was an instant success. In 1969 a second store opened in Creve Coeur, Missouri. The chain quickly became a local gem and has now grown to over 20 locations in the greater Saint Louis area.
What makes Lion's Choice legendary?
It's the great-tasting REAL BEEF sandwich. Customers love our real, roasted beef sandwich, cooked medium, made to order, shaved thin, and served hot with a dash of secret seasoning on a buttered and toasted bun. The result is a mouth-watering sandwich that is always hot, healthy, tasty, and keeps loyal customers coming back for more.
Check out these pictures from our archives. Please send us your pictures and memories of Lion's Choice.