Elmer's Restaurant history

A November 1962 article on El Paso's newest restaurant, Elmer's Coffee Shop, reported, "Southwestern hospitality is reflected in the New Elmer's Coffee Shop where homemade foods are featured in a pleasant, friendly atmosphere.

In 1966, it expanded its menu, adding more lunch and dinner items, and granted its first franchise.

In 1967, with the change in street name, Elmer's ads included "same location new address, 5730 Paisano."

The original recipe for pancake batter came from "a fellow in Seattle," according to Walter Elmer in a 1971 Oregon Journal article.

In 1980, the Elmers sold the original Elmer's Pancake & Steak House in Portland to a local team of two brothers named Danna Bros.

In 1984, Elmer's earned $92,000 on revenues of almost $3 million.

In 1990, in an unconventional move, Goldberg diverted $180,000—80 percent—of Elmer's annual advertising budget for a hard-hitting multimedia campaign against drug use, directed at children and their parents, and purchased anti-drug spots for local radio and television.

In 1995, Davis and Service teamed up with Jensen to form CBW Inc.

1996: Herman Goldberg dies and is succeeded by his wife, Anita Goldberg.

By 2000, the company was experiencing steady growth under its new management.

For fiscal 2001, the company reported record revenues and net income of $25.85 million and $956,000, respectively.