Doug, as Borden's corporate headquarters was in your hometown of Columbus you probably saw the first and the last Borden Burger restaurants. I remember them mostly because we leased them (Borden's Better Foods t/a "Borden Burger") some land in 1969; the rent came in like clockwork, but they never built their restaurant on it. Later, the site became the highest grossing McDonald's in Western PA.
Out of curiousity we stopped one day at their store on McKnight Rd. just north of Pittsburgh. It was "o.k.", but had nothing to differentiate it from Mickey D's or BK.
This was an era when "fast food" had ceased to be a novelty and was really taking off in a corporate sense. Borden was trying to enter a market where stronger players (Pillsbury/BK and McD's) already had their act together (marketing, supply chain, distribution, service systems).
If I really had to cite a reason why they did not succeed it was that their charming corporate symbols, Elsie the Cow
and Elmer the Bull
were already well-established in other endeavors.
As everyone was used to buying Elsie's
milk and Elmer's
glue the thought of eating
Daisy and Elmer was simply unappetizing!
<message edited by MetroplexJim on Sat, 11/5/11 7:17 AM>