Staff Writer
Workspace: Hickory Foods President and CEO William “Billy” Morris and COO Steven Coon
The company was founded because of one man’s passion for the perfect burger, and two men have continued that pursuit for the Jacksonville-based business since 2000.
When President and CEO William “Billy” Morris and COO Steven Coon tell people that they are co-owners of Hickory Foods, they don’t elicit the same smiles as when they tell people they produce “BUBBA Burgers.”
“It’s a fun brand because people can’t help but smile when they see it or say it,” said Coon. “We had no idea that the name would translate so well. It’s becoming an icon.”
The burger was named after its creator, Walter “Bubba” Eaves, who founded BUBBA Burgers in the early 1990s. In 2000, Eaves decided to bring in some partners to help grow the brand. Morris and Coon have done just that.
“BUBBA Burgers are about quality and convenience,” said Morris. “We are extremely focused on that. The one thing we won’t let be tarnished is the quality, because the brand is quality.”
A specialized production process allows the BUBBA Burger to be cooked from a frozen state. The burgers can only be found in the freezer section and remain juicy and tender when cooked. They said this is possible, partly, because only the highest quality meat is used, the muscle meat and no trimmings.
The burgers are made in a production plant in Elberton, Ga.
Morris and Coon spend nine- to 10-hour days in the office along Roosevelt Boulevard to ensure they can put BUBBA Burgers in the hands of as many people as possible.
The company was the naming sponsor for the BUBBA Burger 250 NASCAR Nationwide Series race in Richmond, Va., in April. The burgers can also be found at other International Speedway Corp. tracks, including Daytona, Darlington, Homestead and Talladega.
“NASCAR has a very loyal fan base,” said Morris. “We hope that translates into loyal customers.”
The burgers can also be found at Jacksonville Municipal Stadium and Ben Hill Griffin Stadium.
In searching for the most loyal fan bases, one would not have to look further than the fans of the Chicago Cubs. BUBBA Burgers are the official burgers of Wrigley Field and the Chicago Cubs.
BUBBA Burgers are also served by the armed forces and in commissaries in the U.S. and abroad.
The burgers may travel a lot more than the people who run the company, but the bosses do leave the office to inspect the product.
“We want to make sure the people who are cooking our burgers at the venues we are available at are representing us well,” said Morris. “Preparing the burger properly.”
If they wanted to make inspection trips to every place that BUBBA Burgers are available, they would rack up some sizable frequent flyer miles. The company expects to sell 80 million this year.
Despite the economy, Morris reported that sales have increased each year.
“My gut tells me that the average customers aren’t spending as much because of the economy,” said Morris. “But our numbers have steadily increased.”
Both credited the success of the company to a great staff and support from their families.
“We are on the road a lot,” said Coon. “It’s tough, but our families have been very understanding.”
The long hours of work have also contributed to the expansion of the BUBBA burger family recently. Fans of the Jacksonville-based product can also look for BUBBA Turkey Burgers and BUBBA Hickory Smoked Bacon in stores.
Growth and success would not be possible without good communication and that is as easy as talking across the room for Morris and Coon. Though they may have separate offices, there is no wall between the two offices, so they can simply bounce an idea off each other by opening their mouths, no e-mail or intercom necessary.
“We have a unique relationship in that we communicate very well with each other,” said Morris. “We are fortunate in that.”
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