THE HOBEE'S STORY
The first Hobee's Restaurant was founded in 1974 by Paul
Taber and his family in Mountain View, California.
The Tabers set out to create a community-minded family restaurant which
featured freshly prepared food and outstanding customer service. Paul attached
the made-up name "Hobee's" to the restaurant because it evoked a fun, friendly
image. The moniker also fit well with "Hamburger Haven", which followed
"Hobee's" in the orginal name, but was discarded years later as the company
began to emphasize more healthful fare.
Founder Paul Taber built the chain with a legendary
attention to customer service.
Those first few years were challenging. The tiny Mountain
View eatery (no seating in those days!) consistently lost money, severely
testing the Tabers' resolve. At one critical juncture early on, the family
van was sold in order to make payroll. As the healthy eating craze of
the mid 1970's took hold, however, Hobee's name recognition began to steadily
grow. Favorable word of mouth and several rave reviews in local papers
prompted an increasing number of diners to sample Paul's exquisite breakfast
and lunch offerings. Buzz around town also centered on Paul's "people first"
philosophy of service; his genuine, caring attitude toward the customers
was a refreshing change to those accustomed to the disinterested service
offered by other coffee shops. Not surprisingly, Mountain View's ascendance
also corresponded with the introduction of the now-famous concoction craved
by fans from around the globe: piping hot, streussel-topped, Hobeemade blueberry
coffeecake.
Hobee's Mountain View in 1974: Groovy and take-out
only!
The ultimate success of Hobee's Mountain View prompted
the Tabers to open a Sunnyvale location in 1976. That first Sunnyvale
location was sacrificed by the Tabers when the opportunity to open Hobee's Palo Alto - a superior location - arose.
The family opened two more locations within the next decade: Stanford (1984) and San Jose (1986).
By the mid 1980's, Hobee's had become enormously popular
among Peninsula/South Bay diners. The four Taber-owned locations began
to reap several important awards, including a slew of "Best Breakfast" citations
from local newspapers. Booming business sparked the decision to franchise
the Hobee's concept. Franchising gave the Tabers the opportunity to work
with others who shared the Hobee's philosophy of caring and excellence. Among
the locations opened during that era was the sole franchise to survive:
Cupertino (1986). That site continues to thrive
today as the chain's highest grossing unit.
By 1990, Hobee's had firmly established itself as one
of the leading restaurant chains in California. Expansion, however, was slowed
by a sluggish state economy. This respite from growth, however, provided
a prime opportunity for Paul Taber's son, Peter, to come into his own as
the chain's dynamic young leader. Peter implemented several innovative systems
and procedures which improved customer and employee satisfaction. Peter's
achievements at Hobee's and in the community at large led Congresswoman
Anna Eshoo to nominate him for U.S. Small Businessperson of the Year in 1993.
In 1994, the Tabers once again caught the expansion bug
when a "can't pass" proposal was made for a second San Jose location off
Montague Expressway. The line-out-the-door
opening proved that Hobee's, even after two decades, was still reaching
new markets. In 1996, after a two decade hiatus, the family made a triumphant
return to Sunnyvale with yet another hit restaurant.
In the fall of 1997, the Tabers opened a Hobee's in Belmont / Redwood Shores. That restaurant marks the
first family-owned site to be located in San Mateo County. The populous area,
which boasts a healthy mix of business and residential occupants, proved to
be an ideal setting for a Hobee's.
With the summer 1998 announcement that Town and Country
Village in San Jose would be demolished, the Tabers launched a search
for a nearby replacement location. In 1999, a deal was struck to
place Hobee's in the thriving Pruneyard Shopping
Center in Campbell. The spacious restaurant drew immediate crowds
upon opening in March of that year. Hobee's San Jose closed the following
spring and its passing was mourned by the many regulars who appreciated
its funky charm.
In 2005, a new leadership emerged at Hobee's. Co-owner
Edward Fike, a 1990 graduate of The Santa Clara University School of Law,
took over as president from his partner Peter Taber, who assumed the role
of chairman of the board. Ed forged an effective partnership with vice
president and area manager Camille Chijate, who began her Hobee's career
in the late 1980's. Together, they tightened operations and continued
to strengthen the brand with innovative ideas.
Though expansion seemed unlikely at the time, the owners
were immediately intrigued when a former Baker's Square location became available
in Los Gatos in mid-2008. It was another "too good to pass up" opportunity.
Just before Christmas that year, Hobee's Los
Gatos opened up to the biggest opening crowds in the chain's 35 year
history.
Thanks for your interest in the Hobee's
Story. We're glad to have you with us as we continue to make history!
35 BITS OF HOBEE’S
HISTORY (1974 – 2009)
1974 Veteran restaurateur
Paul Taber, along with wife Mary and children Peter and Connie, opens “Hobee’s
Hamburger Haven”, a fast food concept with a healthy emphasis, in Mountain
View.
1975 Peter Taber,
who had attended the Berklee College of Music prior to joining the family
business, creates Hobee’s signature recipe: cinnamon-streussel-topped blueberry
coffeecake.
1976 A second Hobee’s,
located at El Camino Real and Mary Avenue in Sunnyvale, begins a brief
three year run which ends when the opportunity to open a higher profile
location in Palo Alto arises.
1977 Hobee’s receives
its first significant award from a local publication: New West Magazine
calls it the “best breakfast in the Bay Area”.
1978 The day after a
rave review in the The Palo Alto Times, a record crowd boosts Hobee’s Mountain
View sales to more than $ 1,000 for the first time.
1979 Hobee’s opens its
doors in south Palo Alto on El Camino Real at the site of a former 1940’s
casino.
1980 In conjunction with
Foothill College, Peter Taber launches a series of cooking classes at Hobee’s
Palo Alto featuring many of the healthful recipes served at Hobee’s.
1981 Customers fill several
boxes with entry blanks in Hobee’s first annual Super Bowl Contest (then
called “The Football Follies”), which offers a free Hobee’s meal a week for
one year to the patron who comes closest to guessing the final score of
the NFL’s championship game.
1982 To more efficiently
serve an ever-expanding menu, Hobee’s converts to full table service.
1983 Hobee’s owners change
the name of the corporation from “World’s Greatest Hamburger’s, Inc.” to
“Taber Food Services, Inc.”.
1984 Capitalizing on
its prime location across from Stanford University, Hobee’s Town and Country
Village / Palo Alto opens to capacity crowds.
1985 A new marketing
strategy is born when Hobee’s creates buzz by donating coffeecake to hundreds
of appreciative racers at the annual “Bay to Breakfast” fun run in the Palo
Alto Baylands.
1986 Hobee’s Franchising
Corporation is formed to facilitate expansion to Bay Area markets including
Santa Cruz, Fremont, and Emeryville, though only one of eight franchised
locations – Cupertino – remains in operation today.
1987 Franchisees Gwil
Evans, Michael Lashen and Gordon von Richter open Hobee’s Cupertino in the
Oaks Shopping Center across from De Anza College and soon coast to the top
of the chain’s sales charts.
1988 The company rolls
out the popular “Hobee’s Goes Around the World” promotion, which entices
customers to earn a free breakfast by taking a photograph at a famous locale
outside of California wearing a Hobee’s t-shirt.
1989 For the Holiday
Season, a new coffeecake flavor – cranberry – is introduced for the first
time, giving rise to an annual “Ho Ho Ho Hobee’s” yuletide tradition.
1990 Patrons of Hobee’s
Town and Country / Palo Alto are treated to an elaborate hoax courtesy of
KSJO Radio as a Mikhail Gorbachev look-a-like mingles with customers at
the restaurant while the real Gorby tours Stanford University several blocks
away.
1991 Lengthy winning
streaks for Readers’ Poll “Best Breakfast” awards begin in The San Jose
Metro (12 straight years) and The Palo Alto Weekly (13 consecutive years).
1992 Several Hobee’s
employees hold a small fundraiser at a private home benefiting AIDS resource
provider ARIS which evolves into the annual Club Hobee’s event (1993 –
1997) and raises over $ 75,000 for the agency.
1993 The Palo Alto Chamber
of Commerce awards Hobee’s its prestigious Tall Tree Award for civic excellence.
1994 Hobee’s employees
and VIPs gather at Hobee’s Mountain View for the inaugural Hobee’s Achievement
Awards, an annual recognition event designed to honor the outstanding contributions
of employees, customers and local businesses to the chain.
1995 At age 72, Hobee’s
Montague Expressway server Warren Ramsey (who passed away in 2001) is honored
by the California Restaurant Association as the state’s outstanding front
house hospitality employee.
1996 A stubborn 3-alarm
fire guts Hobee’s Town and Country Village / Palo Alto and several surrounding
businesses, forcing an eight month closure.
1997 In town to drop
off daughter Chelsea at Stanford University, President Bill Clinton and
First Lady Hillary Rodham Clinton receive a welcome gift of Hobee’s coffeecake
personally delivered by owners Peter Taber and Edward Fike.
1998 Founder Paul Taber
dies of lung cancer at age 72.
1999 Soon after learning
that Hobee’s Town and Country / San Jose will be bulldozed to make way
for mega-development Santana Row, Hobee’s owners find a replacement site
at nearby Pruneyard Shopping Center.
2000 The tech boom proves to be a mixed bag
for Hobee’s: Sales spike as dotcommers spend freely, yet staffing – even
high school labor – becomes a critical challenge.
2001 In a nod to its
founders’ Hawaiian roots, Hobee’s introduces summer-long “Aloha Fridays”
featuring tropical-themed promotions and specials, including pineapple-coconut
coffeecake.
2002 Co-founder Mary
Taber retires to Honolulu, Hawaii, the city where she lived for nearly
three decades prior to starting Hobee’s.
2003 Supplementing several
breakfast accolades won by the chain earlier in the year, Palo Alto Daily
News readers choose Hobee’s burgers – including the Bandito, the Aztec and
the Swiss Bliss – as the Peninsula’s best.
2004 The San Francisco
Chronicle gives perspective when it notes in an article about Hobee’s 30th
anniversary that current president Peter Taber is the same age – 49 – his
father was when he started Hobee’s.
2005 Peter Taber steps down as president
and passes the torch to his partner and co-owner, Edward Fike, a graduate
of the Santa Clara University of Law.
2006 Augmenting the Hobee’s Achievement
Awards, the annual gala celebrating Hobee’s employee contributions, The Star
Crewmember of the Month program is unveiled. Winning employees receive
prizes, a lapel pin and public acknowledgment, including a featured page
on hobees.com
2007 Fortune Magazine profiles Peter Thiel
and Max Levchin, the founders of PayPal, and reveals that the duo first came
up with the idea for their company over a meal at Hobee’s Stanford in 1998.
Many of the major players of “Web 2.0” – including Facebook, YouTube and
Yelp – trace their ancestries to PayPal.
2008 Nine years after its last restaurant
launch, Hobee’s debuts in Los Gatos at Highway 9 and University Ave.
The sales are the highest ever for any Hobee’s opening!
2009 Hobee’s reaches its milestone thirty-fifth
year with nine Silicon Valley locations, over $ 12 million in annual chain
revenues, 300+ employees and thousands of loyal customers.