Burgers Maid-Rite in the Ozarks

Tradition is a familiar word in Brad Sherrell’s world. He is the owner and manager of Rolla’s Maid-Rite Burgers, located on Historic Route 66. First opened in the mid-1950s by Bill and Helen Smith, it has become part of the iconic roadway’s local history. The Maid-Rite franchise was established in the mid-1920s, making it one of the oldest franchise operations in America.

“My dad, Larry Sherrell, bought this place in 1973 from the Smiths. I started working here as a teen, around age 12 or 13, helping to grind the beef, taking out the trash, that sort of thing and I’ve been here ever since,” he added with a big smile. “My dad retired 15 years ago and I took over then so I literally grew up in the burger business.”

Supplying friends and neighbors with food has been a long-standing tradition in the Sherrell family. 

“My grandfather Lawrence Lee Sherrell was known as L.L. by most people in the area. For years, he ran Sherrell’s Produce Market on Route 66 at Newburg,” Brad recalled. “When he sold it, it became Blue’s Market, a local grocery store but it’s closed now.”

Brad shared the history behind his business today. 

“My dad told me that before he bought this place from the Smiths, there was once an open air market on the property. The Smiths also sold televisions and even had a color TV set up on the site at one point so that people could come in and watch the fights on Friday or Saturday nights. We don’t think about that today but that was a real draw back then.”

Shifting gears from the past to the present, Brad shared that despite its age as nearly a century-old franchise, Maid-Rite burgers, famous for their loose meat burger, continues to have a loyal following. 

“It’s a unique loose meat sandwich, cooked with special seasoning,” he said. “To me, it’s a little like White Castle burgers, for a lot of people who grew up with them, they either love ‘em or hate ‘em. 

“The fast food business is tough and it’s not for everyone. You have to do your research to keep the doors open and I have to say, I wouldn’t want to start from scratch doing this today. Still, there was a local doctor here who used to say, because of the way our meat is cooked, on a slanted grill, draining away the grease, the way we do it. that ours is probably one of the healthiest burgers out there.”

While Brad and his wife Danette continue to operate their family Maid-Rite, he said that it’s still too soon to tell if it’s something his kids will choose in the future. 

“Our daughter, Maya, is 16 and our son, Rio, is 13. Right now, they like to come to hang out here is all,” he laughed. 

Brad stopped to wave and greet various customers as they came in to pick up their noon meal in a sack and take it with them. 

“Without a doubt, the best part of this business is the people, loyal customers who come in regularly and share their stories with you,” he said. “Growing up in this business, they become part of your life and you become a part of theirs. It’s pretty cool to be part of that kind of tradition.”