Jake Keller is one determined guy. While he was still painting the walls to transform a gas station near the Skillman/Abrams crossroads into a restaurant, one pessimist assured him he would never make it.
After the business opened, another man told him he had waged a $500 bet that Jake’s Old Fashioned Burgers & Beer wouldn’t last six months. And before the open air patio was enclosed, D Magazine rated it the worst outdoor patio in Dallas because of car fumes drifting in from the drive through.
Despite the discouraging comments, the place known simply as “Jake’s” has been a resounding success from day one, nearly nine years ago. It has certainly outlasted D magazine. What is it that draws in a cadre of “regulars” from construction crews to attorneys, teenagers to senior citizens, and minivans full of hungry families?
Statistically, one out of four new restaurants doesn’t survive past the first year. While so many popular Dallas eateries have bitten the dust, Jake Keller doesn’t even need to advertise or offer coupons.
The 37-year-old owner, who looks 10 years younger, doesn’t have any secret to his success except old fashioned work. Twenty years of restaurant experience hasn’t hurt either. So what makes his burgers so good?
“It’s a proven product. I’m originally from San Antonio. The recipe is the same one that’s been used by my family for three generations. The beef is bought daily and ground fresh. The buns are baked daily and the produce is delivered fresh daily.”
(Jack Keller, owner of the immortal Keller’s Drive-In on Northwest Highway, is Jake’s uncle.)
Jake’s lease will be up in 15 months and he’s looking around for a nearby location. But he won’t change a proven formula.
“I’ve seen so many people build a brand new beautiful place around the corner from their old place and be broke within a year.”
There are plenty of other spots in Dallas to get a burger. But this one stands out as a responsible business in our community.
The staff consists of twenty workers, all ages and races, hired locally. Keller himself is a hands on manager who works six days a week. High staff turnover is a chronic problem for many restaurants. But over half of the original crew is still with Keller.
He has a thick stack of fake ID cards from Lake Highlands teenagers who have tried (and failed) to buy beer. And for those old enough to imbibe, there’s a three beer limit. It’s a family place. For security reasons, he has adult men work the late evening shift.
Taking extra measures to run a quality business hasn’t hurt the bottom line. Jake’s was paid off within three years of opening.
Some thought is being given to adding a grilled chicken sandwich, onion rings and a salad to the menu when the restaurant moves. But Jake Keller still expects “Jake’s Special” to be his number one selling item. For the uninitiated and anyone who gets tired of turkey this month, that’s double meet, cheese, Thousand Island dressing, lettuce and tomato.
