Mad Men: Original Burger Chef Logo Ash tray
If there’s one thing that Sterling Cooper & Partners (and its earlier iterations) has a knack for, it’s landing clients that never quite reach the pinnacle of its industry. From Richard Nixon in 1960 to Mohawk airlines and the doomed Chevy Vega, Don Draper and Co. always seem a half-step behind the times. That’s never truer than in the case of Burger Chef, the firm’s latest target as well as a company that likely had the show’s younger viewers scratching their heads and Googling the fast food relic.
That the name Burger Chef is all but lost to history isn’t particularly surprising — in a world dominated by ubiquitous fast food chains (McDonald’s, Burger King, Wendy’s, etc.), even regional powers like Carl’s Jr. and Dairy Queen have some difficulty raising their profile on the national stage. Back in 1969, however, Burger Chef was very much a player in the fast food industry, and certainly a client that would bring in plenty of billings for SC&P — even if it wasn’t quite the behemoth that McDonald’s is. And if their slogan from that era (“Burger Chef goes all out to please your family”) is any indication, Peggy is certainly on the right track.