Growing up in Cape Canaveral, Florida, during the height of the U.S. space program, Burmer learned to dream big. That mindset carried him from a part-time college job at Pizza Hut to an executive role with its parent company, where he helped turn around underperforming stores and rebuild company culture. Now leading Lion’s Choice, he envisions growing the beloved local chain into a vibrant national brand. “St. Louis has a deep respect for legacy brands while staying open to innovation,” he says. “That mix has made it the perfect place to refresh Lion’s Choice while honoring what people already love about it.”
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2026 QUESTIONNAIRE
PROFESSIONAL ACCOMPLISHMENTS & OPPORTUNITIES
What has been your/your company’s most significant success over the past 12 months? I believe the quick-service restaurant (QSR) industry is often misunderstood. While it’s undoubtedly demanding, it offers strong career opportunities for those willing to work hard. Unfortunately, it’s too often viewed as a temporary job or stepping stone, rather than a viable long-term career path.
What has you most excited about the future of your company or industry? St. Louis has a tremendous sense of brand loyalty, especially toward businesses that were founded here. That loyalty creates a strong foundation for local brands like Lion’s Choice.
If you could change one thing about your industry, what would it be and why? I’d love to see more visibility and support for emerging leaders. There’s so much talent here that deserves a bigger stage and stronger backing.
What’s the toughest business challenge you’ve had to overcome? Turning around underperforming Pizza Hut restaurants I acquired in 2001 was a major challenge. It meant rebuilding culture, fixing operations, and driving growth fast, but it taught me how to lead through transformation.
What’s a risk you took in business that didn’t pan out—but taught you something valuable? Throughout my career, I’ve taken calculated risks, some successful, others not. One lesson I learned the hard way was opening new locations based too heavily on favorable lease terms or low startup costs. A great deal isn’t worth it if the location doesn’t support long-term success.
What advice would you give to the next generation of St. Louis entrepreneurs or leaders? Be patient. Don’t underestimate the value of building strong professional relationships. Too often, I see young professionals chasing the next shiny object instead of investing in a network that can create real, long-term opportunities.
MENTORS & PEERS
What is a key strength of the St. Louis metro area business environment? St. Louis has a deep respect for legacy brands while staying open to innovation. That mix has made it the perfect place to refresh Lion’s Choice while honoring what people already love about it.
What is one thing you would change about the St. Louis metro area business environment? As someone who’s only lived in St. Louis for a few years, I may not be fully qualified to assess the broader environment. However, from my perspective, improving the region’s national reputation, particularly around safety and crime would help attract more talent and investment to the area.
Who is the most interesting under-the-radar/emerging business leader in St. Louis? I’m inspired by people rethinking traditional models. Young operators or founders bringing new life to established ideas. That mix of grit and creativity really stands out.
Who in your company (or industry) deserves more recognition for their impact? That’s an easy one: the team members on the front lines. Having started my own career at the store level, I know firsthand how hard they work, and I’ll never stop appreciating their contribution to our success.
What’s a local organization, nonprofit, or initiative that more people should know about—and why? Operation Food Search is an incredible organization we partner with at Lion’s Choice. I admire their focus on supporting families right here in our local communities. Most recently, our guests raised $16,000 through a “round-up” campaign to support tornado victims in the region.
BACKGROUND
Where were you born? I was born in Tokyo, Japan, while my father was stationed there in the U.S. Air Force.
What educational degrees do you hold, and where were they earned? I earned a degree in Business Administration from the University of Central Florida in Orlando.
What was your first job, and what did you learn from it? I started as a part-time team member at Pizza Hut while in college. It taught me the value of hard work, great teams, and growing from within. These are lessons I still lean on today.
HOBBIES & INTERESTS
What’s your hobby/passion? I enjoy working with my hands, whether it’s fixing a leaky faucet or working on my cars. I also have a woodworking shop in my basement where I spend quiet time on the weekends. It’s a great creative outlet for me.
What is one book you think everyone should read (or podcast everyone should listen to) and why? Good to Great by Jim Collins. I read it years ago and still refer back to its insights often. It offers relevant lessons on leadership, discipline, and building great companies.
What do you do when you’re feeling stuck or uninspired? I get out into the restaurants and spend time with the team. Nothing reenergizes me more than connecting with the people who are making it happen every day.
What would people be surprised to learn about you (fun fact)? I grew up near Cape Canaveral during the height of the U.S. space program. My father worked for NASA, and I had the unique experience of watching rocket launches from my bedroom window. To this day, I remain a space exploration enthusiast.
