Young entrepreneurs often wonder how to make their business successful. Online searches offer advice: post more on social media, offer coupons, set goals, be organized, welcome pets! If you ask Moe, Joe, and Abe Carter–sons of James Otis Carter, the founder of TX Burger–the secret to success is much simpler. “You serve people a good product; you are kind to them; you thank them; you do it in a way that’s genuine, and they want to come back and eat with you. I think that’s what has made us successful for all these years we’ve been in business,” said Moe.
James Otis grew up in Madisonville cooking with his mother. His parents, Mary Frank and John Dean Carter, owned a grocery store in town. Inspired by his mother’s cooking, he opened TX Burger (then known as Dairy Palace) at its present location at 2902 East Main Street in Madisonville in 1973. The business has grown over the years, now with 11 locations all around East Texas. That original location will always have a special place in the hearts of the Carter family; their loyal employees who they consider family; and the Madisonville community, because it was the first. “This has always been our ‘baby,’ if you will, because this is what dad started with, and this is where Barbara and Minnie and other long-term employees have worked. We care about the restaurants all the same, but this one has a different feel to it,” said Moe.
His sons attribute the success of the business to James Otis’ hard work, dedication, and kindness. “He worked for nearly 15 years open to close every day to get this business to where it is today,” said Moe. “Dad has always instilled in us being respectful and treating people the way you want to be treated. We’ve tried the best we can to be right by our employees and just appreciate our customers.”
In the early days of the business, James Otis’ wife Tracy helped out in the restaurant and went on to bring up their family of seven children. The couple has been married for 48 years. The brothers laugh as they recall Moe being in a crib in the back of TX Burger. Moe, Joe, and Abe remember working at TX Burger and other Carter family restaurants as teenagers, and some of their children have worked in the business as well. It’s this kind of “all hands on deck” dedication that is the foundation for TX Burger.
While James Otis continues to provide input on a daily basis, Carter Enterprises, the family business, is now primarily managed and operated by his three sons. They operate a number of businesses–including TX Burger, Lakeside Restaurant, Pizza Hut, Subway, and Shipley Donuts in Madisonville. The business is continuing to grow, with more restaurants stretching to southern parts of Dallas. It isn’t any wonder they’ve found success and maintained it. The testament of having employees who have been with the company since the start says something significant about the way it operates.
“I work for a good family. They’re just like family to me,” said longtime employee Barbara Bridges. “I care about the customers. We have coffee drinkers who come every morning. They drink coffee and eat breakfast. They’re just like family. I enjoy working here, and I don’t even want to quit.” She’s been with TX Burger since 1976 and continues with the restaurant today. James Otis trained her in the kitchen to start, and she moved to the front counter after her first year. Given the choice to work up front or in the kitchen, she chose to cook.
Minnie Nixon started with TX Burger in 1973 – the year the doors opened. She stayed with the business and ultimately retired from there after working for the Carters for 50 years. She later went to work caring for James Otis’ mother in her last years. “She went from cooking hamburgers here to caring for Mia (their grandmother). They had a good bond for a lot of years together,” said Moe.
One might think it’s tough working with family; while it’s not perfect, the Carter brothers find a lot of joy in supporting one another as a team. “I think Moe and Joe are different, and I’m somewhere in the middle,” said Abe. “I’m sure there are days we get on each other’s nerves, but overall, it’s a blessing to love the people you work next to, and they happen to be your brothers and your friends, too.” Joe affirms those thoughts. “I think we all love our family,” he said. “We’re always wanting to make sure our parents are doing okay. When we think back on when our dad was getting going, he just had himself to lean on. Now, we can lean on each other. That’s been one of the most fulfilling things for me, that we can all count on each other and make things the best we can. I couldn’t work with better people.”
TX Burger is known for quality food. Lifelong customers Billy and Jean Tinsley are quick to pay tribute to what has kept them coming back for so many years. There’s no hesitation as they shout, “The food!” Like Bridges and Nixon, the Tinsleys see the Carters as family, and their histories intertwine from years of life in a small community.
For travelers who make the drive up and down Interstate 45, the TX Burger billboards with comic book graphics and sayings that stick are iconic to the trip. Even Texas treasure and baseball hall of famer Nolan Ryan has been turned into a comic character for the billboards. TX Burger serves hamburgers made using Nolan Ryan Angus Beef, so it’s only fitting his likeness would join their billboard campaigns. All variations of burgers, chicken sandwiches, steak fingers, chicken fingers, spicy and plain fries, and onion rings are on the TX Burger menu. Another Texas icon that’s sure to please is also offered–Blue Bell Ice Cream. Northerners will argue that their ice cream options are better, but that’s only because they haven’t had the good stuff shipped out of Brenham, Texas. With the Ryan Express and Blue Bell on their side, it’d be tough to say another restaurant is more Texan than TX Burger.
Today, James Otis inspires young businesspeople when he speaks at Texas A&M University. He continues to cook for his wife every day, according to Moe. TX Burger and the other Carter Enterprises restaurants show no signs of slowing down, in large part due to the dynamic culture the Carter family has produced. “I think we’re all aligned in how we view the world. We all care about people, and we want people to have a good experience in our restaurants and good lives. Dad taught us to be involved in the communities, to reach out and do all we can to help those in need,” Joe said.
For more information about TX Burger, visit txburger.com and follow them on Facebook.
Postcards Magazine
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