Lion’s Choice refuses to compromise despite rising beef costs

Lion’s Choice refuses to compromise despite rising beef costsDespite rising beef prices, Lion's Choice, a St. Louis-based QSR, is refusing to compromise on the quality or portion size of its signature roast beef, instead opting for alternative cost-saving measures and strategic menu pricing. But while beef prices have risen, Lion's Choice CEO Fred Burmer refuses to compromise on quality, insisting his customers could tell if the brand substituted a cheaper beef product. "You've got to think outside the box when it comes to rising prices," Burmer said in a phone interview with QSRweb.com. "We refuse to compromise on the beef quality," Burmer said. Instead, Lion's Choice is looking at strategic pricing, including bundled meals for two, three or even four people.