corporation industry restaurants founded 1967 headquarters saint louis missouri united states area served united states key people joe buttice ceo becky fine coo linda stille cfo products quick service restaurants including roast beef sandwiches slogan famous roast beef sandwiches website www.lionschoice.com lion s choice is a saint louis based quick service restaurant chain specializing in roast beef sandwiches . lion s choice started with a vision to serve the best roast beef sandwich in the midwest in a clean quick and courteous manner . lion s choice is famous for serving lean butcher shop quality top round roast beef slow roasted daily on site shaved thin to order and served with a dash of secret seasoning on a toasted and steamed bun . its long standing devotion to quality taste and nutrition has earned the restaurant a loyal customer base . the first store was opened by a group of friends in ballwin missouri in 1967 . the concept was originally named brittany beef and quickly changed to red lion beef house . the name red lion was already trademarked requiring the owners to find a new name . the search for a new name brought them back to their childhood days . back in their day if you were lucky enough to have the best of something like field level baseball tickets for a big game it was said that you had the lion s choice . since their restaurant set the standard for high quality food and great customer service they renamed it lion s choice . in 2013 the original founders sold the company to saint louis based private investors . there are 25 locations in missouri all of which are in or near greater saint louis . 1 the restaurant has sponsored a number of charities and teams such as shamrocks against dystrophy 2 the st. louis county library reading club 3 the ms 150 bike tour 4 and trailnet . 5 it was the missouri state winner for the national restaurant association s restaurant neighbor award in 2006 . 6 and was named best fast food by the riverfront times . 7 because of its specialization in roast beef arby s is considered lion s choice s direct competition . the company has developed a cult like following from some customers in the st. louis market . citation needed since the purchase of the chain by a small private equity firm from the original founders it has been involved in much litigation with its largest franchisee that has been reported by the st. louis media . citation needed references edit locations lion s choice presents check to morgan fritz mda s 2005 national goodwill ambassador . lion s choice . 2006 . retrieved 2008 11 29 . lion s choice supports st. louis county library reading club . lion s choice . 2006 . retrieved 2008 11 29 . team lion s choice ready for 2006 ms 150 bike tour . lion s choice . 2006 . retrieved 2008 11 29 . lion s choice sponsors trailnet in 2007 . lion s choice . 2006 . retrieved 2008 11 29 . lion s choice restaurant corporation selected as missouri state winner for the national restaurant association s 2006 restaurant neighbor award . lion s choice . 2006 . retrieved 2008 11 29 . best fast food . riverfront times . 2008 . retrieved 2008 11 29 . external links edit lion s choice official website retrieved from https en.wikipedia.org w index.php title lion % 27s choice & oldid 736103363 categories companies based in missourirestaurants in missourirestaurants established in 1967fast food chains of the united statesregional restaurant chains in the united states1967 establishments in missourihidden categories all articles with unsourced statementsarticles with unsourced statements from september 2015 navigation menu personal tools not logged intalkcontributionscreate accountlog in namespaces article talk variants views read edit view history more search navigation main pagecontentsfeatured contentcurrent eventsrandom articledonate to wikipediawikipedia store interaction helpabout wikipediacommunity portalrecent changescontact page tools what links hererelated changesupload filespecial pagespermanent linkpage informationwikidata itemcite this page print export create a bookdownload as pdfprintable version languages add links this page was last modified on 25 august 2016 at 05 30 . text is available under the creative commons attribution sharealike license ; additional terms may apply . by using this site you agree to the terms of use and privacy policy . wikipedia is a registered trademark of the wikimedia foundation inc. a non profit organization . privacy policy about wikipedia disclaimers contact wikipedia developers cookie statement mobile view