Culver’s co-founder Craig Culver transports guests back in time to reveal his family’s supper club roots in the restaurant chain’s newest TV spot. “This is where it started for us, as far as the fish that we serve at Culver’s today,” he says in the commercial.

The TV spot highlights Culver’s North Atlantic Cod, which is available as a sandwich or a dinner on the restaurant chain’s menu. Each filet is cooked to order, meaning that Culver’s team members don’t even start hand-battering the filet until after it’s ordered. This is a tradition that stretches back to the Culver family’s days running supper clubs like the Farm Kitchen in Baraboo, Wisconsin, where the TV spot was filmed. Fish fries are a Wisconsin tradition that Culver’s restaurants share with guests across the country.

“We’re proud that after all this time, Culver’s has never compromised our commitment to not cutting corners,” says Julie Fussner, vice president of marketing at Culver’s. “While working in his parents’ restaurants, Craig learned that doing things the right way—not the easy way—yields the best results. We continue that tradition today by battering each and every filet by hand.”

For over 30 years, Culver’s guests have been treated to cooked-to-order food made with farm-fresh ingredients and served with a smile. The ever-expanding franchise system now numbers nearly 700 family-owned and operated restaurants in 25 states. 

Menu Innovations, News, Sandwiches, Culver's