The economy may be down, but Culver’s Restaurants is upbeat about its future.

The company’s confidence and commitment to growth has led to increased sales, new restaurant openings and an aggressive marketing campaign.

Television viewers will see the launching nationally during Sunday night’s Academy Awards telecast.

Known for its ButterBurgers, frozen custard and commitment to treating guests with unexpected kindness, Culver’s is proof that good companies grow even in challenging times.

Culver’s, celebrating its 25th anniversary this year, ended 2008 with nearly a 10 percent increase in overall sales. While its roots are in the Midwest, the company is spreading across the country with 23 new stores in 2008 — two of which opened in Phoenix, a new market for Culver’s — and 20 more planned for 2009.

Locally, Jeff Baldus, owner/operator of the Culver’s Restaurant at 1800 Eighth St. N.W., is an example how the Culver’s Restaurant strategy is working despite a down economy.

Baldus has been in business eight years and for each of those years his business has won the Culver’s Restaurant Commitment to Excellence award. The latest one required a new trophy display case to house it so plentiful are the honors.

“I think the restaurant’s success is due as much to the menu we have as anything else,” Baldus said.

“It’s not just the burgers and custards we are famous for, but it’s the shrimp and walleye.”

The Austin restaurant employs 62 full- and part-time workers, and Baldus is one of them.

“As an owner and operator I give the restaurant all the attention I can possible give it,” he said.

“I think one of the things that stands out about our restaurant is the cleanliness. It is the highest priority for everyone here.”

Receiving the 2009 Commitment to Excellence award simply verifies that Baldus and his employees are on the right track to success even in a down economy.

Now, Baldus is preparing to embrace Culver’s Restaurants new marketing campaign.

It’s not just hype, but Culver’s really is pulling out all the stops with a new marketing effort chronicling the “Culverization of the Nation.”

That Culverization began a year ago as the story of “irresistible goodness and warm hospitality” Baldus and other restaurant owners say exists at every Culver’s restaurant was first told.

The company’s new marketing push seeks to extend Culverization across the nation, converting millions with “delicious food and extraordinary hospitality,” the company promised in a press release..

The new campaign launches with Culver’s first-ever national TV ad, a 60-second commercial that will air Sunday night, during the live “red carpet” show on E! cable network, preceding the Academy Awards telecast seen locally on KAAL TV-6.

The 60-second commercial will also be shown during the Oscars broadcast on ABC affiliates in select markets, after which a series of 30-second spots will extend the campaign throughout 2009.

“We’re making a strong statement that Culver’s refuses to participate in the current economic downturn,” said Chris Contino, Culver’s vice president of marketing. “We honor our guests by doing what’s right for them. That’s something we’re proud of and believe helps us continue to grow despite challenges.

“With our first national TV commercial airing Sunday, we believe that we are demonstrating Culver’s confidence,” the marketing vice president said. “People will see us in markets we haven’t yet entered, but may be expanding to soon.”

Austin’s Baldus is “Culverized” and once again he said that was accomplished by guests’ acceptance of a varied menu at the restaurant.

“Our customers represent all generations, the young, the old, everyone,” he said. “We even have a Kids Meal menu that is very popular among children.”

“But,” Baldus quickly added, “it’s also become popular among senior citizens who buy our Kids Meals because of the price or because they are the right-size portions for their diets.”

“That’s why I think Culver’s extensive menu is an important part of our success,” he said.

Culver’s takes great pride in “doing it right” for its guests at 395 independently owned and operated restaurants just like Baldus’ in Austin in 17 states. The owner/operator concept has been a cornerstone of growth for Culver’s since the first location opened in Sauk City, Wis., on July 18, 1984.

The Baldus restaurant has been at the forefront of several local charity drives throughout the year.

The formula for restaurant success is working for Baldus and their owner/operators in the midst of a growing depression.

Austin has already seen its share of restaurant closing as consumers struggle to live within their means and their budgets.

According to Baldus, Culver’s Restaurants have the “right stuff” to battle the down economy.

And, as he said before, it begins with a tempting menu.

With so much to choose from each day, Baldus said he is particularly fond of that Culver’s core product: a burger.