A Rockford original since 1967, still proudly local.
Home Is Where the Cheese Fries Are
The Rockford area is where we grew up, where we’re raising our families, and where we’ve built our businesses.
Behind Beef-a-Roo are the Grottke and Edwards families, bringing together local restaurant experience through Tom & Jerry’s and Candy Cloud. Our stories began differently, but we share a deep love for this community and a commitment to keeping a Rockford staple alive.
A Rockford Original, Loved for Generations
Since 1967, Beef-a-Roo has been a Rockford favorite. A stop for lunch. Dinner with the family. Cheese fries you’ve been thinking about all day.
For generations of guests, those ordinary visits have turned into memories: birthdays, after-the-game stops, and the order you never have to think about.
We have our own memories, too. Beef-a-Roo was part of growing up here for us, and we know the feeling of walking back into a place you’ve known for years and ordering the favorite you always get.
What Matters to Us
1
The Food You Remember.
The flavors you’ve craved for years, done right.
2
The People Who Make It Special.
Our longtime team is the heart of this place.
3
The Families Who Keep Coming Back.
Some for decades, some for the first time.
Whether you grew up with Beef-a-Roo or you’re trying it for the first time, we hope it becomes a familiar favorite for you, too.
From the Grottke and Edwards families…
Rooted in Rockford since 1967.
History
1967
A Rockford original is born
Beef-a-Roo is born in Rockford, founded by Dave DeBruler and Jean Vitale. Original menu is essentially roast beef, ham sandwiches and potato chips. It begins with a Wild West theme, explaining the cowboy/Buckaroo identity.
Early 70’s
Beef-a-Roo hits the road
Beef-a-Roo apparently starts franchising. By 1973, there were 15 Beef-a-Roo franchisees in Illinois, Wisconsin, Iowa, Michigan and even New Jersey.
1980’s
The menu gets bigger
Burgers arrive. So does a salad bar. Beef-a-Roo starts becoming the restaurant generations of Rockford families remember.
1990’s
“Beef-a-Roo, Beef-a-Roo…”
Beef-a-Roo had memorable local radio jingles. Rockford residents still remember lyrics from them decades later.
2007
The next generation
Dave DeBruler and Jean Vitale turn the company over to the next generation of the family.
2017
The big 5-0
Beef-a-Roo celebrates 50 years in Rockford.
2019
Family ownership ends when the chain is sold to Elysian Capital.
2021
NEXT Brands acquires the franchising rights.
2022
A major push begins to take Beef-a-Roo beyond its Rockford-area cult following. North Alpine/Highcrest opens as the 8th Rockford-area Beef-a-Roo and ninth Illinois location.
2023
Beef-a-Roo opens five restaurants outside Illinois in six months, including Missouri, Arkansas, Kansas and Indiana. Beef-a-Roo app launches.
2024
Beef-a-Roo launches breakfast at all eight Rockford-area restaurants. Independently owned Freeport Beef-a-Roo opens.
2025
Breakfast experiment ends.
2026
Eight Rockford-area locations close amid the company’s financial difficulties.
Sept 2026
Back to our Beef-a-Roots
After nearly 60 years of history, Beef-a-Roo begins a new chapter where it started: right here in Rockford.