Though it may be easy to decipher the meaning of Steak ‘n Shake’s original “in sight it must be right” slogan, founder Gus Belt wanted to make sure his customers got the gist and enlisted the help of a barrel.
According to Restaurant News, Belt would fill up a barrel packed with all the types of meats that went into his steakburgers – namely t-bones, sirloins, and round steaks – and push it through a crowded Steak ‘n Shake restaurant for all of his customers to admire. He then proceeded to grind the meat and assemble the patties that went into the very same meal they were chowing down on right in front of their eyes.
The marketing ploy clearly worked, as Belt’s famously fresh steakburgers were being devoured at an incredibly high rate – at one point in the 1930s, they even started delivering their food to docked boats (via Thrillist). These days, the eatery’s website boasts over 550 locations in 28 states. And though you might not see a barrel full of fresh meat wheeled through the dining room during peak lunch hours, restaurants do still feature the chain’s original open kitchen design, per Mental Floss, further guaranteeing the Steak ‘n Shake promise that customers are getting meals that are “fresh, wholesome and the very finest quality.”