Business Spotlight: Aunt Martha's Pancake House

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It's a bone-chilling January morning, but the cold weather hasn't affected business at Aunt Martha's Pancake House. The restaurant is filled with diners who are sipping coffee and savoring the aroma of hot, fresh gingerbread pancakes cooking on the griddle.|ret||ret||tab|

Owner Ruth Freeman is perched behind the register, a spot she's occupied for more than 38 years. Freeman recalled how Springfieldians used to come to the restaurant in the hopes of spotting Red Foley, Chet Atkins, Slim Wilson and other entertainers who appeared in the Ozark Jubilee, a popular television show that aired in the 1950s and 60s.|ret||ret||tab|

Martha Haworth, Wilson's sister and a well-known Springfield entertainer, started the restaurant in 1959.|ret||ret||tab|

In July 1964, Freeman and her husband, D.G. "Swede" Freeman, bought Aunt Martha's. Soon after, they decided to repaint the drab gray restaurant red to increase its visibility from South Glenstone Avenue.|ret||ret||tab|

"We needed to do something to stand out because we sit back so far from the street," said Freeman. "As soon as I could convince my husband, I sent somebody out there with a brush and a can of red paint. The building's been red ever since."|ret||ret||tab|

In 1974, Swede Freeman died. The responsibility of running Aunt Martha's fell to Ruth Freeman, and many people assumed she would sell. |ret||ret||tab|

"I had one fellow come in here and ask to see my books," she said. "I asked him why I should since I wasn't selling. I don't think he thought a woman could run this place. I knew I could, though. I never doubted it."|ret||ret||tab|

Freeman, who has a degree in home economics from Southwest Missouri State University, credits her education for helping her succeed as a businesswoman. Her tenacity and perseverance also have helped her weather many changes in the restaurant industry.|ret||ret||tab|

During the past 38 years, dozens of new restaurants have been built, many fast-food chains have added breakfast menus, and several large national chains have set up eating establishments in Springfield. Despite the increased competition, business at Aunt Martha's remains brisk.|ret||ret||tab|

"People come here because it's a tradition," said Freeman. "There are so many franchises out there, and they're just impersonal. Aunt Martha's is the place you go to when you come back to Springfield for a visit or a school reunion. It's the place you go to on Saturday morning because you know you'll see your friends there."|ret||ret||tab|

Although Aunt Martha's has a well-established customer base, Freeman continues to work hard to attract new diners by running ads in local movie theaters and on television stations. Other customers hear about the restaurant from a friend or family member. Some simply decide to give Aunt Martha's a try after spotting the restaurant while driving down South Glenstone Avenue.|ret||ret||tab|

Aunt Martha's attracts diners who enjoy good home-style cooking, and items such as biscuits and gravy and pigs in a blanket are on the breakfast menu. Other breakfast selections include baked omelets, golden-crisp waffles, cereals and blintzes, and generous portions of ham, sausage and bacon, which can be served on the side or with made-to-order eggs.|ret||ret||tab|

Pancake lovers can choose from blueberry, pecan, chocolate, apple, gingerbread, Georgia buckwheat, peanut butter, whole-wheat honey or Iowa corn flavors. Those who are feeling adventuresome can try French-style pancakes filled with strawberry preserves or tropical pancakes filled with coconut and pineapple and topped with orange sauce. |ret||ret||tab|

In addition to its extensive breakfast menu, Aunt Martha's serves lunch and dinner. The menu includes a number of tasty down-home dishes, including grandma's homemade chicken and dumplings, pork chops, cured ham, fried chicken, homemade meatloaf, liver and onions, and chicken-fried steak and ground-beef steak, both of which are ground and made on-site. Soup, salad and desserts such as fried fruit pie and pecan pie round out the dinner menu.|ret||ret||tab|

"Everybody loves grandma's homemade chicken and dumplings," said Freeman. "The dumplings are made from scratch and rolled out and cut."|ret||ret||tab|

Aunt Martha's flavorful home-style cooking hasn't gone unnoticed. In 1996, Freeman received the Hall of Fame award from the Missouri Restaurant Association, and Springfield! Magazine has named Aunt Martha's as "Springfield's Best Breakfast and Pancake House" for the past 12 years.|ret||ret||tab|

The restaurant also has been reviewed in many national publications. Aunt Martha's even appeared in an article that ran in the Sept. 18, 2000, issue of People magazine, which featured regular people modeling Shaquille O'Neal sportswear in different cities across the United States. Aunt Martha's served as the backdrop for the photo shoot in Springfield. |ret||ret||tab|

Over the years, well-known figures ranging from NBC weatherman Willard Scott to U.S. Attorney General John Ashcroft have visited Aunt Martha's, with mementos from their visits lining the walls.|ret||ret||tab|

"I've got all kinds of stories about people who have come in here," said Freeman. "Let's just say that I've served the famous and the infamous."|ret||ret||tab|

Freeman is focused on the future. Three years ago, her daughter, Brenda Freeman, began working at Aunt Martha's. According to Ruth Freeman, Brenda will take over operations once she retires whenever that might be. |ret||ret||tab|

"I don't have any plans to retire," she said. "I think I'd miss it too much."|ret||ret||tab|

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