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In with a roar: Lion’s Choice’s new prototype to open in Edwardsville

Lion’s Choice, the St. Louis-based family of restaurants, will open its second location in Illinois at 2384 Troy Road in Edwardsville on Wednesday, Jan. 29.

The restaurant will be open for daily breakfast, lunch and dinner. The Edwardsville Lion’s Choice will also be the first new location in the St. Louis area with the prototype interior and exterior design for the brand’s future new restaurants.

Lion’s Choice offers what it says is fresh, 100 percent lean beef that is slow roasted on-site daily. The beef is sliced thin to order and guests can choose the rareness of their meat. In addition to sandwiches, Lion’s Choice offers natural-cut fries, salads, soups and sides, as well as 25-cent mini frozen custard cones and other desserts.

“Lion’s Choice has been a fan favorite in the Metro East so we’re excited to be a part of the Edwardsville community and offer another location on the Illinois side,” says President and CEO Michael Kupstas. “With the new location, we can showcase our Lion’s Choice standard of service as well as the future of the brand with our recently updated design.”

The Edwardsville location reflects the new prototype for the future Lion’s Choice locations. Last year, Lion’s Choice committed to reinvigorating the brand’s look and feel. Currently, the brand has renovated seven restaurants as well as opened locations across Kansas City with the new design.

The Edwardsville restaurant will be the first in the Metro Area with the updated interior and exterior design with the guest experience top-of-mind. The exterior mixes modern with traditional with large glass windows, white brick and a shed roof, an updated look from the first Lion’s Choice locations from the late ‘60s. New design elements inside include: a mix of natural elements from wood to brick; digital menu boards and online ordering; a Sauce Bar that allows complete customization of sandwiches and other menu items with a variety of sauces and accompaniments; handcrafted Lion’s Choice Signage photography by local Food Writer/Photographer Spencer Pernikoff; sleek new furniture; hand-painted wall murals by local artist Evan Nichols and Topcoat Sign Co.; and more.

In addition to iconic roast beef sandwiches, fries and craveable custard, Lion’s Choice Edwardsville will join the O’Fallon, Ill., restaurant in offering a breakfast menu to its guests. Breakfast is served daily from 6 to 10 a.m. and offers Kaldi’s coffee, a variety of breakfast sandwiches and wraps, cinnamon pull-aparts, muffins, hash browns and more. The space will feature a display for breakfast pastries and grab-and-go items.

The community is invited to attend a grand opening celebration at the Edwardsville Lion’s Choice (2384 Troy Rd., Edwardsville, IL 62025) on Wednesday, Feb. 19, at 10 a.m. Attendees will have a chance to win various prizes such as gift cards, Lion’s Choice swag and a chance to win free Lion’s Choice for one year. The first 100 guests in line will receive free original roast beef sandwiches.

Lion’s Choice is open from 6 a.m. to 10 p.m. daily, with breakfast served from 6 to 10 a.m. and lunch served from 10 a.m. until close.

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About Lion’s Choice

Founded in 1967, Lion’s Choice is a St. Louis restaurant brand with 30 locations.

In addition to two sites in Illinois, the chain operates in Missouri and in the Kansas City area.

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