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Wilber Hardee
Wilber Hardee
Wilber Hardee
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Wilber Hardee (August 15, 1918 – June 20, 2008) was an American businessman who founded the American fast-food restaurant chain Hardee's, located mostly in the Midwest and Southeast regions.

Key Information

Biography

[edit]

Hardee was born in Martin County, North Carolina, on August 15, 1918. Raised on his family's farm, he eventually left the family business to become a musician and later a grill cook. Hardee joined the United States Navy during World War II, but upon his uncle's death, he returned to the United States. After returning he met and married Kathryn Roebuck in 1945.[1]

With his wife, he opened a series of restaurants and inns in North Carolina, including the Do Drop Inn, the Port Terminal Inn, and the Silo Restaurant. He studied the things that the public seemed to respond to the most at existing quick-serve restaurants at the time and an idea formed that would evolve into the first Hardee's restaurant concept. On September 3, 1960, he opened the first Hardee's location in Greenville, NC.[2]

Hardee died in his home town of Greenville, North Carolina, on June 20, 2008, and was cremated two days later.[1][2] His cremains are inurned in Greenville at Pinewood Memorial Park in the Floral Garden 4 Section.[3]

See also

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References

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Wilber Hardee

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Wilber Hardee (August 15, 1918 – June 20, 2008) was an American restaurateur and entrepreneur best known as the founder of the fast-food chain, which he launched in 1960 with a single drive-in hamburger stand in . A former farm boy and Navy cook from rural , Hardee developed a passion for the food service industry through early ventures, ultimately creating a brand that emphasized affordable, quick-service meals like 15-cent charcoal-broiled hamburgers and milkshakes. Despite selling his controlling interest in the rapidly expanding chain just three years later, he continued innovating in the sector, opening dozens of additional eateries over five decades. Born into a farming family in Martin County, Hardee grew up in modest circumstances before enlisting in the U.S. Navy, where he served as a cook during . After his discharge in 1945, he married Kathryn Roebuck, with whom he had three daughters, and began working odd jobs, including as a grill cook and in various small businesses. By the early 1950s, Hardee had entered the restaurant world, operating drive-ins and short-order spots in , such as a successful establishment called the Silo near East Carolina University. These experiences honed his focus on efficient, student-friendly dining, setting the stage for his pivotal innovation. On September 3, 1960, at age 42, Hardee opened the inaugural Hardee's location in Greenville, capitalizing on the post-war boom in car culture and fast food. Partnering with local businessmen Jim Gardner and Leonard Rawls, he franchised the concept starting in 1961, with the second outlet in Rocky Mount; by 1963, the company had gone public and operated five restaurants. However, Hardee famously lost his majority stake in a high-stakes poker game that year, prompting him to sell his remaining shares for $37,000 and step away from the brand he had created. Under new ownership, Hardee's expanded dramatically, reaching over 1,900 U.S. locations by the late 20th century and eventually merging with Carl's Jr. under CKE Restaurants in 1997. Undeterred by the setback, Hardee remarried after Kathryn's death in 1980—to Helen Galloway, with whom he shared 22 years—and launched approximately 85 more restaurants across the Southeast from 1949 to 1991, including chains like Biscuit Town, City, Beef and Shake, and a 25-unit Little Mint operation in the . His entrepreneurial spirit and hands-on approach to the industry left a lasting legacy in American , even as the empire he originated grew far beyond his direct involvement. Hardee spent his final years in Greenville, passing away at 89 from natural causes.

Early Life

Family Background and Childhood

Wilber Hardee was born on August 15, 1918, in rural Martin County, . He grew up as one of five children in the household of Henry and Mary Hardee, a deeply rooted in agriculture. The Hardee operated a modest where they cultivated corn and , typical of the region's economy during the early . This environment shaped Hardee's childhood, exposing him to the rigors of rural life and fostering a strong sense of from a young age. While records of his formal education remain sparse, reflecting the limited schooling opportunities available in rural North Carolina at the time, Hardee's formative years emphasized hands-on practical skills gained through daily farm chores and family responsibilities. These experiences cultivated resourcefulness and independence that would later underpin his entrepreneurial path. During the Great Depression, Hardee left the family farm to seek opportunities elsewhere, initially pursuing interests in music as a guitarist with a local band and later transitioning into cooking roles.

Early Career and Musical Pursuits

After leaving his family's tobacco and corn farm in rural , where his upbringing had instilled a strong , Wilber Hardee pursued a career in music during the late . In 1937, he joined the local band The Tobacco Ramblers as a , performing at square dances across and achieving regional popularity that led to appearances on WEED radio in Rocky Mount. Hardee's musical endeavors reflected his adventurous spirit, as he traveled extensively during this period, including riding freight trains and working odd jobs to support himself. Transitioning from music, Hardee entered the food service industry as a grill cook at a local eatery in , where he gained practical experience in food preparation and . This role marked his initial foray into , building foundational skills in efficient kitchen operations amid the economic challenges of the post-Depression era. Earlier, during the , he had worked as a dishwasher and clerk in Miami, Florida, earning modest wages that honed his entry-level service abilities before returning to . Hardee's early jobs in further developed his hospitality knowledge, including positions in bowling alleys and a pool hall, where he interacted with diverse patrons and learned the basics of venue management. These experiences, combined with his hands-on grill work, provided the groundwork for his later entrepreneurial pursuits in the restaurant sector, emphasizing quick service and quality preparation.

Pre-Hardee's Business Ventures

Initial Restaurant Operations

Wilber Hardee's entry into the restaurant industry began in the late 1940s with small, family-operated establishments in , marking his shift from earlier pursuits to ventures. In 1947, he opened the Do Drop Inn in Winterville, a casual dining spot designed for local patrons seeking affordable, everyday meals in a relaxed setting. The inn became a community hub, reflecting Hardee's focus on simple, welcoming operations tailored to rural tastes. A year later, in 1948, Hardee and his wife expanded their efforts by launching the Port Terminal Inn near Greenville, continuing the casual dining model. This establishment catered to travelers and residents alike, emphasizing convenience and home-style service in a post-World War II economy where local demand for accessible eateries was growing. Both the Do Drop Inn and Port Terminal Inn represented Hardee's initial experiments in balancing limited resources with community needs, though he later sold these properties as he pursued further opportunities. By 1954, Hardee acquired the Three Steers restaurant in Greenville, marking an established casual dining operation. Located in the city, the Three Steers offered basic American fare in a straightforward setup, building on Hardee's growing expertise in managing small-scale eateries amid North Carolina's evolving local markets. These early operations, constrained by their intimate size and regional focus, required ongoing adaptation to fluctuating patronage and supply challenges typical of rural 1950s dining scenes.

Expansion in North Carolina Hospitality

Following the establishment of his initial restaurants in the late 1940s, Wilber Hardee scaled his operations significantly throughout the 1950s in . This growth continued after acquiring the Three Steers in 1954, with Hardee opening additional locations, culminating in the in Greenville by early 1960, which represented his fifth establishment. Overall, his portfolio expanded to 15 restaurants across the region, demonstrating a strategic buildup of a local network focused on community-oriented dining spots. Hardee diversified his hospitality ventures by incorporating inn-based concepts alongside standalone restaurants, blending with casual dining to attract travelers and residents alike. The Port Terminal Inn, opened in 1948 near Greenville, exemplified this approach, offering meals in a setting that combined overnight stays with food service. Menus during this period evolved from traditional full-service American dishes—such as steaks and home-style entrees—to include quicker-preparation items, reflecting Hardee's growing interest in efficiency. This shift laid foundational quick-service principles, emphasizing limited menus for faster turnover. The expansion phase yielded key financial and operational lessons, as Hardee's establishments gained strong local popularity in areas like Winterville, Greenville, and surrounding counties, fostering repeat through affordable, reliable meals. These successes generated substantial , enabling reinvestment and risk-taking in new concepts, while operational challenges—such as managing multiple sites—taught the value of standardized processes and reliability. His early experience with grill-based cooking further refined techniques for high-volume preparation, contributing to the viability of speed-oriented service models.

Founding and Early Development of Hardee's

Opening the First Location

On September 3, 1960, Wilber Hardee opened the inaugural restaurant at the corner of Charles Boulevard and 14th Street in . The establishment was designed as a modest featuring a drive-in layout with walk-up service windows to facilitate quick service. Positioned near the East Carolina College campus (now ), the restaurant primarily targeted students and local patrons seeking convenient, on-the-go meals. This strategic location capitalized on the area's growing student population, emphasizing accessibility for young customers in a post-World War II era of expanding higher education. Hardee's decision to name the venture after himself reflected his personal investment in the concept, drawing from his prior experience as inspiration for a streamlined operation. Motivated by a visit to an early location, he focused on affordable to provide modestly priced hamburgers and fries, aiming to generate substantial volume through efficiency and appeal to budget-conscious diners.

Initial Menu and Business Model

The initial menu at the first Hardee's restaurant, opened by Wilber Hardee in , on September 3, 1960, emphasized simplicity and affordability to attract a broad customer base in the emerging fast-food market. Core offerings included charcoal-broiled hamburgers priced at 15 cents, cheeseburgers at 20 cents, milkshakes at 15 cents, at 10 cents, soft drinks, and fried apple pies, with no more than a handful of items to streamline preparation and service. This limited menu supported a centered on low prices, rapid service, and family-oriented appeal tailored to Southern communities, differentiating Hardee's from more elaborate diners by mimicking the efficiency of pioneers like while incorporating char-grilling for a distinctive smoky flavor. The restaurant featured walk-up service windows to facilitate quick orders, targeting busy families and locals seeking convenient, value-driven meals without the formality of sit-down establishments. Early customer reception in Greenville was overwhelmingly positive, with the outlet achieving immediate success due to its accessible pricing and speedy operations, drawing crowds from the outset and establishing as a viable local alternative in North Carolina's hospitality scene. Minimal adjustments were made to the menu in the initial phase, as the straightforward offerings aligned well with regional preferences for hearty, no-frills burgers and shakes, though the focus remained on maintaining operational simplicity to sustain high turnover.

Loss of Control and Sale

Partnership Formation

In 1961, following the success of his first Hardee's restaurant in , Wilber Hardee sought partners to facilitate rapid expansion of the chain, including opening a second location in Rocky Mount. Hardee formed a with local Rocky Mount businessmen Leonard Rawls, an , and James Gardner, a dairy company executive and future North Carolina , establishing the corporation Hardee's Drive-Ins, Inc. Under the agreement, Hardee retained 50 percent ownership, while Rawls and Gardner collectively held the other 50 percent; no initial capital exchange occurred beyond their commitment to fund new locations, with the corporation tasked to open four additional stores by the end of 1963 to scale operations across and beyond through . The second opened in Rocky Mount in May 1961. Rawls contributed expertise in day-to-day operations, overseeing the management of new outlets like the second in Rocky Mount, while Gardner provided financing support and strategic vision for statewide growth, leveraging his business connections.

The Poker Game Incident and Consequences

In , after the company had gone public, Wilber Hardee participated in a poker game with his business partners, Leonard Rawls and James Gardner. During the game, which involved drinking, Hardee reportedly bet and lost 51% of his shares in Food Systems, Inc., thereby surrendering majority control to Rawls and Gardner. The immediate aftermath saw significant operational shifts, as Hardee's decision-making authority was drastically curtailed. With Rawls and Gardner now holding the , they assumed primary roles, steering the company's direction toward and expansion while Hardee's influence was effectively sidelined. Hardee's personal reaction was one of and frustration; according to his Ann Hardee Riggs, "He was the type of man that did not like to be controlled, so he just turned it completely over to them and walked out." He subsequently sold his remaining shares for approximately $37,000 (though some accounts cite $20,000) and stepped away from the brand. This event marked a pivotal personal and professional turning point for Hardee, leading him to disengage from the day-to-day operations of the chain he had founded. The poker game has evolved into a legendary in and culinary , widely reported in media as a of high-stakes , though some accounts note variations, including claims of during a post-dinner signing rather than a pure card game loss. Despite disputes from Rawls and Gardner asserting a straightforward rather than a poker loss, the poker narrative persists as the dominant version in popular retellings.

Later Career

Post-Sale Restaurant Openings

Following the 1963 sale of his shares in Food Systems for $37,000, Wilber Hardee promptly re-entered the business by opening Little Mint, a new independent stand just a few blocks from the original location in . This venture, which expanded to 50 locations across the , featured a centered on hamburgers, hot dogs, and , reflecting Hardee's continued focus on quick-service, affordable fare tailored to local tastes in . Unlike the franchised model of , this operation remained fully under his direct control, emphasizing fresh, regionally inspired ingredients without reliance on corporate expansion structures. Throughout the 1960s and 1970s, Hardee expanded this approach by launching additional independent eateries across , prioritizing non-franchised outlets that incorporated local flavors such as Southern-style biscuits and barbecue-influenced items. Notable examples included Hot Dog City, which specialized in regional variations, and Beef and Shake, offering steak and burger options adapted to community preferences. These efforts demonstrated Hardee's resilience and preference for hands-on, localized operations over large-scale chains. By the end of the , these post-sale initiatives had laid the foundation for broader entrepreneurial output, contributing significantly to his establishment of approximately 85 additional restaurants over the subsequent decades. Each outlet maintained an independent model, allowing flexibility to highlight North Carolina-specific menu elements like fresh accents or farm-fresh sides, fostering community loyalty in ways that differentiated them from national fast-food competitors.

Ongoing Entrepreneurial Activities Until Retirement

Following the sale of his interest in Hardee's in 1963, Wilber Hardee demonstrated remarkable resilience by launching a series of independent restaurant ventures that spanned decades, adapting to evolving consumer preferences and market dynamics in North Carolina. He introduced diverse quick-service concepts tailored to local tastes, such as Hot Dog City, which specialized in affordable hot dogs and hamburgers, and opened three locations in the mid-1960s near Greenville. Similarly, he debuted Pilot House, a seafood-focused eatery, reflecting his willingness to diversify beyond burgers into regional favorites like fresh seafood to appeal to coastal communities. These innovations showcased Hardee's ability to pivot quickly, incorporating elements like drive-through service and low pricing to remain competitive in an era when national fast-food chains were expanding aggressively. Over the subsequent years, Hardee expanded his portfolio with additional concepts, including Biscuit Town, emphasizing breakfast biscuits and foods, and Beef and Shake, which highlighted charbroiled beef and milkshakes to evoke his original roots while differentiating from competitors. By the 1970s and 1980s, he had opened diners and quick-service spots across , responding to market shifts such as rising demand for convenience and variety amid economic pressures. In total, Hardee launched approximately 85 additional restaurants post-sale over the following decades, many concentrated in the Southeast, underscoring his sustained commitment to the until the early 1990s. Hardee's later endeavors were not without challenges, particularly intense competition from national chains like and emerging regional players that dominated the fast-food landscape with standardized menus and aggressive marketing. To counter this, he focused on hyper-local adaptations, such as incorporating North Carolina-specific ingredients and community-oriented service models, which helped foster strong regional loyalty among customers who valued personalized, homegrown dining experiences over corporate uniformity. These strategies contributed to the longevity of his operations, with several concepts achieving steady patronage in smaller towns where national brands had yet to penetrate deeply, affirming Hardee's enduring impact as an independent innovator.

Personal Life and Legacy

Marriage, Family, and Interests

Wilber Hardee married Roebuck on August 28, 1945, while on furlough from his service in the U.S. Navy. The couple settled in , where they raised a family and pursued joint business ventures in the restaurant industry. passed away in 1980. After her death, Hardee married Helen Galloway, with whom he spent 22 years until her passing around 2002. Hardee and Roebuck had five daughters: Janie Hardee Smith, Doris Rae Hardee, Ann Hardee Riggs, Mary Kathryn Hardee Baker, and Becky Hardee Eissens. Janie and Doris predeceased him, while the surviving daughters remained closely tied to the Greenville area. At the time of his death, Hardee was also grandfather to seven grandchildren and great-grandfather to three great-grandchildren. Beyond his entrepreneurial pursuits, Hardee maintained an interest in music, having worked as a earlier in his career before transitioning to the . He demonstrated strong ties in Greenville through support for local education, including a $60,000 donation in 1972 to the Foundation for a proposed facility.

Death and Enduring Impact

Wilber Hardee retired from active involvement in the restaurant business in 1991, after decades of entrepreneurial pursuits, and spent his later years reflecting on his career through his , The Life and Times of Wilber Hardee: Founder of , published in 2000. In the book, he detailed his journey from founding the original to establishing additional ventures, providing insight into the challenges and successes that shaped his path in the fast-food industry. Hardee passed away on June 20, 2008, at his home in Greenville, North Carolina, at the age of 89, due to a heart attack. Following his death, he was cremated, and his ashes were inurned at Pinewood Memorial Park in Greenville. Hardee's enduring legacy lies in his foundational role in the fast-food sector, particularly in the American South, where he pioneered affordable, quick-service hamburger restaurants that emphasized fresh, charbroiled offerings. He established the Hardee's chain in 1960, which grew under CKE Restaurants Inc. to encompass 2,044 locations worldwide as of 2025, primarily in the United States and select international markets. Beyond the flagship brand, Hardee personally opened 84 additional restaurants over his career, demonstrating resilience after losing control of his original company and influencing the regional expansion of casual dining concepts focused on Southern tastes. His innovations in menu simplicity and business franchising continue to impact the industry, with Hardee's remaining a staple for value-driven fast food in the Southeast.

References

  1. https://www.dncr.nc.gov/blog/2016/09/03/fast-food-emporium-opened-greenville-1960
  2. https://www.latimes.com/archives/la-xpm-2008-jun-25-me-hardee25-story.html
  3. https://www.franchising.com/news/20080623_wilber_hardee_founder_of_hardeesr_dies_at_89.html
  4. https://www.nbcnews.com/id/wbna25338209
  5. https://bendbulletin.com/2008/06/27/wilber-hardee-89-started-burger-chain/
  6. https://www.nytimes.com/2008/06/26/business/26hardee.html
  7. https://books.google.com/books?id=-53EE-GalH0C
  8. https://www.mentalfloss.com/article/71858/10-things-you-might-not-know-about-hardees
  9. https://digital.lib.ecu.edu/ncpi/view/7778
  10. https://www.ourstate.com/hardees/
  11. https://www.qsrmagazine.com/news/wilbur-hardee-founder-hardees-dies-89/
  12. https://www.rockymounttelegram.com/features/local/wilber-hardee-launched-iconic-burger-chain-60-years-ago/article_347a10cb-69b8-531b-88fa-b86366553d46.html
  13. https://northcarolinahistory.org/encyclopedia/hardees-restaurants/
  14. https://burgerbeast.com/hardees/
  15. https://www.wfmynews2.com/article/news/sept-3-1960-the-first-hardees-opens-in-greenville-nc/83-590504650
  16. https://www.ncpedia.org/hardees-restaurants
  17. https://www.amazon.com/Life-Times-Wilber-Hardee-Founder/dp/0595140017
  18. https://abcnews.go.com/Business/IndustryInfo/story?id=5234118&page=1
  19. https://abcnews.go.com/Business/IndustryInfo/story?id=5234118
  20. https://www.nrn.com/restaurant-segments/hardee-s-founder-wilbur-hardee-dies
  21. https://ancestors.familysearch.org/en/L6YH-VXY/catherine-rebecca-roebuck-1925-1980
  22. https://www.legacy.com/us/obituaries/reflector/name/wilbur-hardee-obituary?id=27032764
  23. https://digital.lib.ecu.edu/39638
  24. https://www.findagrave.com/memorial/27769755/wilbur-hardee
  25. https://www.franchisetimes.com/top-400-2025/45-hardee-s/article_87ba358b-0595-4771-b9ac-af445274089b.html
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