After that, he created the Monster Burger, which he credits his youngest daughter with naming, after she took one look at the first one. The burger is made up of 1/3-pound of beef (three patties), stacked between five pieces of cheese and served on a Kaiser bun. As a gimmick for the burger, he created the Monster Burger Challenge, which challenges customers to eat two of the burgers in eight minutes. Those who succeed get their picture put on the Wall of Fame. Those who fail get their picture on the Wall of Shame.

Martin says he encourages customers to order ahead because everything is made to order, which means there may be a bit of a wait. Most customers come in and watch television while they wait or talk to the employees.

"I figure that if I'm getting something hot, I'll wait, because I like my food hot and the regular customers know, so they'll call it in. We'll have it ready when they get here," he says. "We don't keep a lot of chicken already cooked, but we can do that, too. But if you don't mind waiting, we don't mind cooking it for you."

Martin says the biggest secret to success is quality product and service, something he says is lost too much these days.

"Going back to when I started in the '70s, service was important, but now you're trained to hurry up and wait," he says. "We as small businesses have to watch labor especially, but service still has to be there. We won't tolerate bad service."