You’re driving through the Carolinas or Virginia late at night. You see that glowing red sign. The line for the drive-thru is wrapping around the building twice, full of college kids and tired parents hunting for a tray. It’s a cult classic. But if you’ve ever sat there waiting for a Cheerwine shake and wondered where was Cook Out founded, the answer takes you back to a very specific corner of the South in the late 1980s.
It wasn’t a corporate boardroom in Atlanta or a fancy test kitchen in Charlotte.
Cook Out was born in Greensboro, North Carolina.
Specifically, the first location opened its doors on Randleman Road in 1989. Founded by Morris Reaves, who still keeps a notoriously low profile today, the chain started as a humble walk-up and drive-thru stand. It didn't try to be anything other than what it was: a place for burgers that actually tasted like they came off a backyard grill. Honestly, the simplicity is probably why it worked so well while other regional chains were trying to get too fancy.
The Greensboro Roots and the Reaves Family
Greensboro isn't just some random spot on the map for the Reaves family. It was the launchpad. When Morris Reaves opened that first spot, he wasn't looking to build an empire of 300+ locations across ten states. He just wanted a better burger. You’ve probably noticed the "outdoor style" flavor they advertise. That’s not just marketing fluff; it’s because the original concept focused heavily on fresh meat and real hickory smoke flavor, which was a huge departure from the frozen patties people were getting at the big national joints.
Ownership has stayed tight-knit. Morris’s son, Jeremy Reaves, eventually took over as CEO. This family-owned structure is basically the "secret sauce" of the company. Because they aren't beholden to public shareholders, they don't have to explain why they keep prices so low or why they refuse to compromise on certain ingredients.
They don't do a lot of interviews. In fact, finding a formal press release from Cook Out is like trying to find a parking spot at the Boone location on a Friday night—nearly impossible. They let the food and the sheer volume of cars in the drive-thru do the talking.
Why the Location Mattered
The Greensboro of 1989 was a hub of transit and industry, but it was also a quintessential college town area. You have UNCG, NC A&T, and Guilford College right there. If you’re a business owner, you couldn't ask for a better demographic than hungry students with five bucks in their pocket.
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The "Tray" was the genius move.
Think about it. Where else can you get a main, two sides—which could literally be a corn dog and a quesadilla—and a drink for a price that feels like a mistake? This model was perfected in Greensboro. It was built for the working class and the student crowd. By the time they started expanding to places like Winston-Salem and High Point, the blueprint was already indestructible.
Growth Without the Hype
A lot of people think Cook Out stayed in North Carolina for decades. Not exactly. While they definitely dominated the Tar Heel State first, they were methodical. They didn't jump to the West Coast or try to take over New York. They stayed in the South.
They crept into South Carolina, then Virginia. Each time they moved, they kept that same weird, double-drive-thru layout that confuses out-of-towners but makes total sense once you're in the rhythm of it.
What Most People Get Wrong About the Founders
There’s this weird myth that Cook Out is a franchise.
It isn’t.
Every single Cook Out is company-owned. That is extremely rare for a fast-food chain of this size. Usually, when a brand hits 100 locations, they start selling franchises to scale faster. The Reaves family did the opposite. They kept control. This is why a burger in Muscle Shoals, Alabama, tastes exactly like the one on Randleman Road where it all started.
Another misconception? That they spend millions on advertising.
Have you ever seen a Cook Out Super Bowl ad? No.
Have you seen a "limited time offer" celebrity meal promoted by a rapper? Nope.
They rely on word of mouth and those big, bright signs. It’s a very old-school business philosophy: make it cheap, make it good, and they will come.
The Biblical Verses and the Identity
If you flip over your milkshake cup or look at the bottom of your tray, you might see a Bible verse citation. This started early on, much like In-N-Out on the West Coast. It’s a reflection of the founders' personal values. While it might surprise a tourist from the North, in the context of Greensboro in the late 80s, it was a common way for local business owners to signal their community roots.
It adds to the "homestyle" vibe. It makes the place feel less like a faceless corporation and more like a local spot that just happened to get huge.
Beyond the Burger: The Milkshake Expansion
While the foundation was built on burgers, the "40+ Flavors" of milkshakes turned them into a destination. This didn't happen on day one in 1989, but it became a core part of their identity as they expanded out of Greensboro.
The variety is insane.
- Banana Pudding (with real wafers)
- Peanut Butter Banana
- Watermelon (only in the summer, and it’s surprisingly polarizing)
- Peach (only when they are in season)
They use real cream. It’s thick. So thick you usually need a spoon because a straw is useless for the first ten minutes. This focus on "real" ingredients—fresh beef, hand-spun shakes—is what kept them alive when the "fast casual" boom started threatening traditional fast food.
Navigating the Menu Like a Local
If you’re heading to a Cook Out for the first time because you finally found out where it was founded and want to pay your respects, you need to know how to order.
Don't just get a burger. Get the Tray.
The "Big Double" burger is the standard, but the spicy chicken sandwich is a sleeper hit. For your sides, don't be boring. Get the chicken nuggets and the hushpuppies. Yes, those are sides. It’s a carb-heavy fever dream, and it’s glorious.
And for the love of all things holy, get a Cheerwine to drink. If you aren't from the South, Cheerwine is a cherry-flavored soda that’s also based in North Carolina (Salisbury, to be exact). It’s the unofficial state beverage, and it pairs with a Cook Out burger better than anything else on the menu.
The Cultural Impact of 1989
Looking back, 1989 was a weird year for food. Most chains were moving toward more processed, faster methods. Cook Out went the other way. By sticking to the "char-grilled" method, they captured a nostalgia that people didn't even know they had yet.
Today, the brand is a staple of Southern culture. It’s mentioned in country songs and featured in viral TikToks. But at its heart, it’s still that Greensboro company. They still run things out of North Carolina. They still source their meat locally when possible.
Actionable Takeaways for the Cook Out Curious
If you're planning a pilgrimage or just looking for a solid meal, here’s the move:
- Find an Original Style Building: If you can, visit one of the older locations in the Piedmont Triad area. The architecture is classic 80s/90s fast food—lots of wood, stone, and those iconic red shingled roofs.
- Check the Hours: Most locations stay open until 3:00 AM or 4:00 AM. It is the undisputed king of late-night dining.
- Bring Cash or Card: They used to be cash-only in some spots years ago, but they’ve modernized. Still, keep a few bucks on you just in case you hit a legacy location with a technical glitch.
- The Secret Menu: It’s not really a secret, but you can customize almost anything. Want a burger with a hot dog on top? They’ll probably do it.
- Download the App: Actually, don't bother. They don't really do the whole "digital loyalty" thing like McDonald's. You show up, you wait in line, you get your food. It’s refreshing.
Cook Out remains a fascinating case study in business. They proved that you don't need a massive marketing budget or a fancy headquarters in Silicon Valley to dominate a market. You just need a Greensboro work ethic and a menu that gives people more than they paid for.
Whether you’re there for a burger "Cook Out Style" (homemade chili, slaw, mustard, and onion) or just a huge cup of sweet tea, you’re participating in a North Carolina tradition that’s been running strong since the Reagan administration ended.
Next time you pass that Randleman Road exit in Greensboro, give a little nod to the spot where the tray began. It’s a piece of fast-food history that stayed true to itself.
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To truly experience the brand, your next step is to head to their website or use a map app to find a "double drive-thru" location. Ordering through two windows at once is a logistical ballet you have to see to believe. If you're traveling through North Carolina, make it a point to stop at a location in a smaller town like Burlington or Lexington—the vibe is even more authentic than the bigger city spots. Grab a seasonal shake, sit in your car, and enjoy the best five-dollar meal you'll ever have.