Burger Brilliance: A Recipe of Innovation, Insight, & Imagination

This book explores the journey and culture of the highly successful business practices of Wells Cattle Co., located in Rockwall, TX. On these pages you will discover the innovation behind what many label as the best burger they have ever eaten. You will find insight into true servant customer care, along with the imagination required to create one of the most unique menus anywhere in the world.

Innovation: I grew up with amazing ground beef. It was clean beef that was free of chemicals or hormones. Made from the entire side of beef deboned and ground together, it included the steaks and prime cuts, unlike other ground beef. Even when critics said it could not be done, I sold my first cow before I could get it to the processor. It has been an amazing ride!

Insight: Just because I own a restaurant does not mean it belongs to me. That may be a shocking statement, but it is true. My restaurant belongs to every customer who chooses to spend their hard-earned money with us. I am humbled by the success we have seen in the time we have been serving our community. We have won almost every award given for burgers in our area, and we do not take a single accolade lightly.

Imagination: One night I started creating burger ideas on my laptop. There was the Western Burger with our house-made barbeque sauce.... and a Mushroom Swiss. Then some crazy ideas started coming to mind like a German Burger with sauerkraut.... The list quickly grew to twelve burgers, ending up with an outrageous Brunch Burger built on waffles with syrup drizzled on the beef patty. Additionally, we are the only restaurant in town to serve farm-to-table Wagyu hot dogs. We offer standards like Chicago style, backyard, and even a few topped with a fried egg. We even have a dog with our peanut butter sauce, grape jelly, green chiles, and bacon. There is no lack of imagination!

Lee Wells has launched eight entrepreneurial initiatives in his life. Seven of those are small business companies, and one is the church he planted in 2011 and continues to pastor today. In the past, Lee built a construction company and lost it during the horrible economy following September 11, 2001. Shortly after that, he began a public speaking career that took him nationwide, speaking an average of 48 weeks a year.Then he began his internet marketing company, which served clients all over North America, with an additional full-service video production division added later. In 2017, Lee formed Wells Cattle Co., which continues to provide ranch-raised beef; in 2018, he started Wells Cattle Co. Restaurant & Market, his ranch-to-table restaurant in Rockwall, Texas. Finally, as an addition to his ranching operation, he launched an all-natural liquid feed distributorship.Lee is also the host of the weekly business podcast, The Ranch & Table Podcast, which can be seen or heard anywhere you subscribe to your favorite podcasts.