The moniker of the popular burger chain originates from the founders, the Murrell family. It reflects the five sons of Jerry Murrell and his wife, Janie: Jim, Matt, Chad, Ben, and Tyler. The name serves as a direct and personal identifier of the family’s involvement in the business.
This naming convention provides immediate brand recognition and communicates a sense of family values and tradition. The deliberate inclusion of the founders’ identity fosters an image of authenticity and commitment, potentially resonating strongly with customers seeking a more personal connection with the businesses they patronize. The initial decision to focus on burgers and fries, using fresh ingredients, established a successful business model that was, from the start, intertwined with the family’s identity.
