Everything I Needed to Know, I Learned at Gene's Tasty Burger
As Father's Day approaches, it's worth reflecting on the lessons our dads tried to teach us about what really matters—and how spectacularly we've managed to ignore most of them. While they urged us to slow down, work smart instead of hard, and remember that no one's tombstone reads "I wish I'd spent more time at the office," we've somehow created a culture where being perpetually overwhelmed is our highest achievement. This Father's Day, maybe it's time to dust off some of that paternal wisdom about the difference between being busy and being purposeful—advice that's aging better than we are.
Gene’s Tasty Burger was an iconic restaurant in Witchita Falls and lives on in local memories in local memories as much for its owner, the late Gene Pogue, as for delicious burgers, fries, onion rings and ice cream.
Article and Photo’s: Courtesy Greg Pogue
Everything I Needed to Know, I Learned at Gene's Tasty Burger
Being Gene and Jean Pogue's son came with perks. As pillars of the Wichita Falls community, trust extended through them to my sister Stephanie and me. At 15, I could test drive any car in town right off the lot - not always a great plan! I started working for my dad at Gene's around 11, washing dishes, bussing tables, and taking phone orders. I slowly graduated to ice cream scooper, fries, and onion rings, then to the grill and preparation table. Dad's employees were gracious, patient, and accepting of me as an employee. I "retired" at 21 when I moved to Texas A&M to pursue graduate school. In those 10 formative years, I learned foundational life lessons.
Anything yielding satisfaction takes preparation.
Deep down, humans are motivated by two fundamental forces: fear and desire. As we have learned over the past 12 years as a nation, stirring up fear takes very little work. However, satiating desire requires delivering delight—a fulfillment that prompts you to stop seeking substitutes. This takes effort. The tomatoes don't slice themselves; onion rings don't come pre-battered; and a Gene's burger is always made to order. To be the best, one must spend many hours cutting and preparing before opening. And tomorrow, you will do it all again. Yet, it is rewarding to know you have delivered satisfaction to a customer. Dad intuitively understood entrepreneurial marketing: first, identify the customer’s problems -the NOW; then listen and observe what may solve the problem and yield deep satisfaction—the WOW; and only then, design your product to deliver—the HOW. This formula still informs all my teaching.
Gene proudly displays some of the accolades his landmark Gene’s Tasty Burger won during the 41 years he ran the restaurant.
All are welcome
I grew up in Wichita Falls when race relations were… not. In a city where “the tracks” established a social boundary, at Gene's, everyone was welcome. On a busy Saturday, one found literal millionaires and the unhoused eating at the same bar. Gene accepted all who came through the doors, in a town, state, and nation struggling with equality and respect for all. We still live in a world of "us and them"; shame on us. When will we ever learn…
All the world's a stage
As a worker at Gene's, the bar seating was all that separated you from the customers, like behind Home Plate at a game. Your emotions, food handling, and relationships with co-workers were always on display. As a "passionate" and emotional person, this arrangement was not advantageous. Jesus said, "Let your light shine for men." Some days this light was dim. I learned the hard way that service is both the experience and food. Delivering delight requires excellence in both.
All is sacred
My life in WF centered on Gene's and Southside Baptist Church, just a block away. However, Dad ran the business like a ministry—meeting needs, giving food away, going the extra mile, often gifting his cloak to ensure all customers were pleased, and speaking words of faith when necessary. True religion was practiced six days a week from 10 to 8. Church occurred at both venues. “Whatever you do, whether you cook a burger or mix a milkshake, do all to the glory of God.” -Greg’s paraphrase of St. Paul.
A big extended family
Gene’s was always decorated for the holidays. Everyone had their snowman for the bulletin board. His employees were treated like family. They were paid a living wage, kept tips, provided health insurance, and received generous holiday bonuses. This brought great joy to those working, but Dad lit up, surprising them with his generosity. The employees reciprocated by always planning and delivering a gift to Dad. Dad supported employees pursuing education, in times of crisis, when business was busy or slow. Indeed, he empowered his employees to carry on the restaurant after he retired. Why work with strangers when you can share life together?
Gene and Jean pose for a picture in 2023. Gene died on February 28, 2024 in Austin. They moved in 2023 from Wichita Falls to Austin, where Jean still resides.to be closer to their son Greg and other family members.
Legacy
Dad was humble, never thought about legacy, and just focused on the next day. He finally learned the significant legacy he left when he read an article in 2023 on the front page of the Wichita Falls Times and Record News. Dad finally saw himself as others saw him: a success, an entrepreneur, a leading businessman. He was a person of profound influence, most of all, an impactful representative of Christ on earth.
As for Gene's - it may only be a sign now, but its legacy shows what is possible in Wichita Falls, and what is best about the city. It is a slice of the past that the city can be proud of and learn from.
I realized early that it was not my calling to follow in my father's footsteps. I went to grad school to become a scientist. However, my time at the Tasty Burger has stuck with me and taught me much.
Greg Pogue is a U.S. Fulbright Scholar, obtained a bachelor's degree in biology from Midwestern State University where he was mentored by Dr. Art Beyer, worked with Dr. Gerald Stockton, mowed Dr. Louis Rodriguez's yard and was saved from failing by a call from Dr. Jeff Campbell. He was honored with the Arthur F. Beyer Distinguished Alumni Award in 2019 and earned a doctorate in molecular biology from Texas A&M University. He helped lead six startups, making his academic focus on technology and entrepreneurship. He has been serving as deputy executive director at the IC2 Institute at the University of Texas at Austin and assistant professor for the McCombs School of Business.