Even though time has faded much of their physical presence, the legend of the McBride brothers and their Pioneer restaurants remains a vibrant part of Wichita Falls history, more than six decades after they launched their first drive-in. Their story is a classic example of local entrepreneurship and resonates deeply within the community’s collective memory.
The roots of this Wichita Falls culinary institution stretch back to the pre-World War II era. O.D. McBride, with entrepreneurial spirit, started crafting sandwiches in his mother’s kitchen. He used his bicycle as his delivery vehicle, bringing these homemade delights to the Marchman Hotel drug store located in downtown Wichita Falls. The sandwiches quickly gained popularity, and to meet the growing demand, O.D. enlisted the help of his brothers: M.E. “Fat”, Gene “Cotton”, and G.E. McBride. This early success hinted at the larger impact the McBride family would have on the Wichita Falls dining scene.
When O.D., Gene, and G.E. McBride answered the call of duty and joined the service during World War II, their parents, Mr. and Mrs. W.E. McBride, demonstrated unwavering support for their sons’ budding business. They kept the sandwich operation running, even bringing along their youngest son, Fat, into the family venture. This dedication laid the groundwork for the post-war expansion. On July 26, 1946, with the brothers returning from service, the dream took a significant leap forward. They opened their first Pioneer drive-in restaurant. Within just fifteen years, the McBride brothers had built a thriving restaurant chain, generating a million dollars in annual revenue. Their empire included five locations within Wichita Falls, one in Farmington, New Mexico, and ambitious plans for further expansion with seven more restaurants planned across Texas and New Mexico. This rapid growth underscored the Pioneer restaurants’ popularity and the McBride brothers’ business acumen.
As the Pioneer restaurants flourished, each brother took on distinct roles. Fat McBride, in particular, stepped into the limelight as the catering manager. His outgoing personality and community engagement made him the public face of the business. He collaborated with virtually every organization in Wichita Falls, solidifying the Pioneer brand’s presence in the local community. Despite Fat’s public profile, O.D. McBride remained the true founder and driving force behind the Pioneer restaurant concept, guiding the business from its humble beginnings to its widespread success.
Over time, the dining preferences of Wichita Falls evolved. The iconic carhops in uniform, a hallmark of the drive-in era, gradually gave way to a more refined, indoor dining experience at Pioneer restaurants. By 1991, the McBride family’s restaurant portfolio in town had expanded to eight establishments. This included five Pioneer restaurants, alongside El Gordo’s, and two upscale steak houses proudly bearing the McBride family name. However, as the business transitioned to younger generations and family branches diverged, the number of restaurants dwindled. Despite these changes, for those who lived in Wichita Falls during the post-war era and their descendants, the McBride name remains synonymous with quality steaks and the inspiring story of a young sandwich maker who dared to dream big and built a pioneering restaurant legacy in Wichita Falls.
