Schuler's Restaurant Records: 1944-2002
Summary Information
Title: Schuler's Restaurant Records
Creator: Schuler's (Restaurant)
Inclusive dates: 1944-2002
Extent: 18 linear feet (in 20 boxes)
Extent: 9 oversize volumes
Extent: 1 oversize folder
Abstract:
Historic restaurant based in Marshall, Michigan, specializing in American home-style cuisine. Since 1909, the Schuler family has owned and operated this Michigan institution. Records include administrative files, menus, advertising and publicity materials, slides, photographs, videotapes and scrapbooks.
Call number: 05110 Bb 2; Bb Outsize
Language: The material is in English
Repository: Bentley Historical Library
1150 Beal Ave.
Ann Arbor, MI 48109-2113
Phone: 734-764-3482
Fax: 734-936-1333
e-mail: bentley.ref@umich.edu
Home Page: http://www.bentley.umich.edu/
Finding aid created by Polly Reynolds, September 2005

Access and Use
Acquisition Information:

The records were donated by Schuler’s Restaurant (donor no. 9609) in June 2005.

Access Restrictions:

The record group is open to research.

To protect fragile audiovisual recordings (such as audio cassettes, film reels, and VHS tapes), the Bentley Historical Library has a policy of converting them to digital formats by a professional vendor whenever a researcher requests access. For more information, please see: http://bentley.umich.edu/research/duplication/.

Copyright:

Copyright is held by the Regents of the University of Michigan but the collection may contain third-party materials for which copyright is not held. Patrons are responsible for determining the appropriate use or reuse of materials.

Preferred Citation:

[item], folder, box, Schuler's Restaurant Records , Bentley Historical Library, University of Michigan


Biography

The Schuler family restaurant business officially began when Albert Schuler, a local cigar maker, opened up his first cigar store in Marshall in 1909, adding a billiard table, bakery and a lunch counter. Delving further into the restaurant business, Albert purchased a café in 1917 and a hotel with a small dining room on Main Street in 1920. In 1924 he sold the Main Street hotel and purchased the more spacious Royal Hotel and Restaurant, the location where Schuler's restaurant continues to stand and operate today.

The history and growth of Schuler's can be attributed to the generations of the Schuler family who ran and managed this famous restaurant. In 1934, Albert gifted the restaurant to his sons, Winston ("Win") and Albert. Win and Albert remodeled and expanded the restaurant, adding a glass-block front and a bowling alley. While the bowling alley was later abandoned, it was converted into the "centennial room," a large dining area. In 1946, Win bought out his brother's share of the restaurant and continued to expand Schuler's, opening up several Schuler's restaurants throughout Michigan. In 1952, Win introduced Schuler's famous "Bar-Scheeze," a mixture of cheese and beer intended to sit at the table for diners to eat when arriving to their tables and waiting for their meals.

Win's son Hans took over the business in 1970 and was also lucrative in the expansion and renovation of Schuler's restaurant, contributing greatly to the mass marketing and growth of the Bar Scheeze product. In 1968, he trademarked and packaged the product for grocery store sales. In 1982, Hans helped sell the Bar Scheeze food division to Campbell's Soup.

As the fourth generation, Hans's oldest son, Larry continues the Schuler family restaurant legacy, Vice President of Schuler's Inc. and currently managing the casual "Schu's" restaurant in St. Joseph, Michigan.

From the 1950s to 1970s Schuler's expanded greatly, opening up restaurants throughout Michigan, with locations in Jackson (1952), St. Joseph (1954), Grand Rapids (1958?), Grand Haven (1963), Stevensville (1965), Ann Arbor (1972), East Lansing (1972), West Bloomfield (1974), Flint (1977), Rochester (1978), and Kalamazoo (1979) as well as Fort Wayne, Indiana (1970). Although the "Schu's" restaurant of St. Joseph (1990) remains the only subsidiary, the original Marshall restaurant continues to serve customers.


Collection Scope and Content Note

The records of Schuler's restaurant document the long history and background of this restaurant. The bulk of the materials come from the heyday of the restaurant from the 1950s to the 1980s when the restaurant experienced major growth and national recognition.

This record group contains the following series: Administrative, Advertising and Publicity, Menus, Visual Materials, and Scrapbooks.

Subject Terms

This collection is indexed under the following headings in the finding aid database and catalog of The Bentley Historical Library/University of Michigan. Researchers desiring additional information about related topics should search the catalog using these headings.


  • Restaurants -- Michigan -- Marshall.
  • Marshall (Mich.) -- Commerce.
  • Cookery, American.
  • Restaurants -- Michigan -- Marshall.
  • Restaurants -- Michigan.
  • Marshall (Mich.) -- Restaurants.
  • Menus.
  • Photographs.
  • Scrapbooks.
  • Slides (photographs)
  • Videotapes.
  • Schuler's (Restaurant)
  • Schuler's (Restaurant)
  • Schuler, Hans.
  • Schuler, Win.
  • Schuler family.
Contents List
Request materials for use in the Bentley Library
Container / Location Title
 
Administrative [series]

The Administrative series (1 linear ft., 1969-2000) covers aspects of running and managing Schuler's restaurants, including public relations files, manuals and employee handbooks, and food and cost evaluations. The Administrative series also includes files covering special events planning, like the All-Michigan meal, Harvest dinners, and Michigan Week activities. Employee and family background materials can also be found here, including resumes and biographies of Win and Hans Schuler and the Board of Directors.

Box   1  
Awards and recognition

(see also outsize folder)

Box   1  
Banquets
Box   1  
Board of Directors
Box   1  
Corporate Controls Systems
Box   1  
Cost evaluations
Box   1  
Food lists (?)
Box   1  
Handbooks and manuals
Box   1  
Hans Schuler biography
Box   1  
History
Box   1  
Newsletters
Box   1  
Public relations (2 folders)
 
Special dinners
 
All Michigan Meal
Box   1  
1986
Box   1  
1988
 
Michigan Harvest Dinners
Box   1  
Advertising and planning
Box   1  
1985
Box   1  
1986
Box   1  
Michigan week
 
Win Schuler
Box   1  
General
Box   1  
Condolence letters 1993
Box   1  
Quotes
 
Advertising/Publicity [series]

The Advertising and Publicity series (1.5 linear ft., 1979-1986) contains scrapbooks of advertising and promotional clippings, loose files of coupons and promotions and Bar Scheeze advertising materials. The series also includes a clipping file of magazine and newspaper articles. See the scrapbooks series for more articles and publicity materials.

 
Advertising scrapbooks
Box   2  
Jackson 1975-1977
Box   2  
1979-1980
Box   2  
1981
Box   2  
1983
Box   2  
1984
Box   2  
1986
Box   3  
Advertisements, promotions, etc. (2 folders)

(see also outsize folder)

Box   3  
Articles (2 folders)

(see also outsize folder)

Box   3  
Bar Scheeze (2 folders)
Box   3  
Postcards
Box   3  
Press releases
Box   3  
Promotion ideas
Box   3  
Skittles
 
Menus [series]

The Menus series (7.5 linear ft., 1946-2002) includes various Schuler's menus including regular menus, changing menus, lunch and kid's menus, dessert and drink menus and special occasion menus. Of special note is the original menu artwork, demonstrating the planning, creativity and artistry that went into menu design at Schuler's. Menus have been arranged chronologically and by restaurant location. Undated menus have been organized by menu type.

 
Layout/design
Box   3  
General
Box   3  
Mini-menu design
Box   20  
Original menu artwork (2 folders)
Box   3  
Skittles artwork
 
Menu and table items
Box   3  
Placemats
Box   3  
Table tents
 
Menus, by date
Box   4  
1946
Box   4  
1950
Box   4  
1951
Box   4  
1952
Box   4  
1953
Box   4  
1955
Box   4  
1957
Box   4  
1958
Box   4  
1959
Box   4  
1960

(see also outsize box 19)

Box   4  
1961
Box   4  
1962
Box   4  
1963
Box   4  
1964
Box   4  
1965
Box   4  
1966
Box   4  
1967
Box   4  
1968
Box   4  
1969
Box   4  
1970 (2 folders)
Box   4  
1971
Box   4  
1972
Box   5  
1973

(see also outsize box 19)

Box   5  
1974
Box   5  
1975 (2 folders)
Box   5  
1976
Box   5  
1977
Box   5  
1978
Box   5  
1979 (2 folders)

(see also outsize box 19)

Box   5  
1980 (2 folders)
Box   6  
1981
Box   6  
1982
Box   6  
1983

(see also outsize box 19)

Box   6  
1986
Box   6  
1987
Box   6  
1988
Box   6  
1989
Box   6  
1992
Box   6  
1993

(see also outsize box 19)

Box   6  
1995
Box   6  
2000
Box   6  
2002
Box   19  
Outsize menus (1 folder)
 
Menus and other undated
Box   6  
Banquet menus
Box   6  
Breakfast menus
Box   6  
Children's menus
Box   6  
Dessert menus
Box   6  
Dinner menus

(see also outsize box 19)

Box   6  
Drink and wine menus
Box   6  
Football menus
Box   6  
Harvest menus
Box   6  
Holiday/special menus

(see also outsize box 19)

Box   6  
Lunch menus
Box   6  
Miscellaneous
Box   6  
Pub menus

(see also outsize box 19)

Box   6  
Specials, clip-ons, etc.
Box   19  
Outsize menus--undated (1 folder)
 
Menus, by location
 
Ann Arbor
Box   7  
1974
Box   7  
1975
Box   7  
1977

(see also outsize box 19)

Box   7  
1978
Box   7  
1979
Box   7  
1980
Box   7  
1981

(see also outsize box 19)

Box   7  
1982
 
East Lansing
Box   7  
1977
Box   7  
1978
Box   7  
1979
Box   7  
1980
Box   7  
1981

(see also outsize box 19)

Box   7  
1982
Box   7  
1983

(see also outsize box 19)

Box   7  
1985

(see also outsize box 19)

Box   7  
1986
Box   7  
1987
 
Flint
Box   7  
1977
Box   7  
1978
Box   7  
1979
Box   7  
1980
Box   7  
1981
Box   7  
1983
Box   7  
1984
Box   7  
1985
Box   7  
Fort Wayne
 
Jackson
Box   7  
Pub menu
Box   7  
1977

(see also outsize box 19)

Box   7  
1978
Box   7  
1979
Box   7  
1980

(see also outsize box 19)

Box   7  
1981

(see also outsize box 19)

Box   8  
1982
Box   8  
Skittles (restaurant) 1982
Box   8  
1984
Box   8  
1985
Box   8  
1986
Box   8  
1987
Box   8  
1988
 
1989
Box   8  
Lunch menus
Box   8  
Dinner menus
Box   8  
Holiday/special menus
Box   8  
Wine menu
Box   8  
1992
 
Kalamazoo
Box   8  
1979-1986 (8 folders)
 
Marshall
Box   8  
1977

(see also outsize box 19)

Box   8  
1978
Box   8  
1979
Box   9  
1980
Box   9  
1981

(see also outsize box 19)

Box   9  
1982

(see also outsize box 19)

Box   9  
1983

(see also outsize box 19)

Box   9  
1984
Box   9  
1985
Box   9  
1986
Box   9  
Wine lists 1986
Box   9  
1987
Box   9  
Wine lists 1987
Box   9  
1988
Box   9  
Wine lists 1988
 
1989
Box   9  
Lunch menus
Box   9  
Dinner menus
Box   9  
Dessert
Box   9  
Holiday/special menus
Box   9  
Wine menus
Box   9  
1992
Box   9  
1993
 
Rochester
Box   9  
1977-1981 (5 folders)
Box   9  
1983

(in outsize box 19)

 
Stevensville
Box   10  
1977

(see also outsize box 19)

Box   10  
1978
Box   10  
1979
Box   10  
1980
Box   10  
1981

(see also outsize box 19)

Box   10  
1982
Box   10  
1983

(see also outsize box 19)

Box   10  
1984
Box   10  
1985
Box   10  
1986
Box   10  
1987
Box   10  
1988
 
1989
Box   10  
Lunch menus
Box   10  
Dinner menus
Box   10  
Holiday/special menus
 
West Bloomfield
Box   10  
1977

(see also outsize box 19)

Box   10  
1978-1982 (5 folders)
Box   10  
1983

(in outsize box 19)

Box   19  
Outsize menus--by location (1 folder)
 
Visual materials [series]

The Visual Materials series (6 linear ft., 1962-1999) contains slides, photographs, videos, and miscellaneous visual materials arranged by material type.

 
Slides [subseries]

Schuler's restaurant kept a photo file of their slides, arranged topically. This arrangement has been preserved, although there may be some overlap with the photographs. The topical slide files cover many different aspects of Schuler's restaurant including Schuler family, events and people, restaurants, food, bar scheeze marketing, and Schuler's memorabilia.

Box   11  
Awards
Box   11  
Banquets
Box   11  
Bar Cheese Marketing
Box   11  
Brunch
Box   11  
Centennial Room
Box   11  
Cheese Plant (2 folders)
Box   11  
Cheese Plant Buildings and Trucks
Box   11  
Coloring Book
Box   11  
Dishline
Box   11  
Drinks
Box   11  
Food
Box   11  
Fort Wayne
Box   11  
Gift Certificates
Box   11  
Glasses
Box   11  
Golf Outing
Box   11  
Guests
Box   11  
Hans/Larry/Win
Box   11  
Holidays
Box   11  
Host/Hostess
Box   11  
Jackson
Box   11  
Kitchen
Box   11  
Lobby
Box   11  
Logos and Billboards
Box   11  
Memorabilia
Box   11  
Menus
Box   11  
Michigan week
Box   11  
Mug shots
Box   11  
News articles
Box   11  
Outside Schulers
Box   11  
Packaged Bar cheese
Box   11  
Promos (2 folders)
Box   11  
Pub/Bar
Box   11  
Richland
Box   11  
Rochester
Box   11  
Training (2 folders)
Box   11  
Wait staff
Box   11  
West Bloomfield
 
Miscellaneous
Box   11  
35 mm
Box   12  
35 mm (2 volumes)
Box   12  
2.75" x 2.75"
 
Photographs [subseries]

The photographs have been divided into four subseries: Activities and events, food, individuals, and restaurants. The activities and events photos document many of Schuler's anniversaries (70th, 75th, 80th, 85th, and 90th) as well as various awards banquets, parties and special meals. The food photographs include photographs of food prepared at the restaurant as well as bar scheeze marketing and preparation. The photographs of individuals document primarily members of the Schuler family, with the bulk of the photographs of Win and Hans, but also including some of Larry. Also included are employees, restaurant chefs, and Michigan governors, Blanchard and Milliken. The Restaurant photographs contain photos of the interior, exterior and renderings of the many Schuler's restaurants throughout Michigan.

 
Activities/Events
Box   13  
4-H stock sales butcher shop
Box   13  
AAA "souper" bowl 1989
 
Anniversaries
Box   13  
70th
Box   13  
75th (2 folders)
Box   13  
80th
Box   13  
85th
Box   13  
90th (2 folders)
 
Entertainment
Box   13  
General
Box   13  
Chamber music, Emily Byrens and Linda Jo Scott 1985
Box   13  
Christmas carolers
Box   13  
Fly-in (?) July 21, 1996
 
Golf
Box   13  
General
Box   13  
Bar Scheeze open 1977
 
Michigan Harvest
Box   13  
1985
Box   13  
1986
Box   13  
Food
Box   13  
Governor Blanchard
Box   13  
Michigan week
Box   13  
Miscellaneous events
 
Parties/Banquets
Box   13  
General
Box   13  
Awards dinner 1979
Box   13  
Banquet 1987
Box   13  
Inaugural banquet
Box   13  
Leukemia celebrity luncheon November 8, 1989
Box   13  
Leukemia Society of America party undated
Box   13  
Miscellaneous awards banquets
Box   13  
Parties
Box   13  
Taste of Detroit or 1978, 1979
Box   13  
S.A.F.E. dinner 1989
 
Travel Holiday awards
Box   14  
1986
Box   14  
1988 (2 folders)
Box   14  
1989
Box   14  
Win at banquets with employees, etc.
Box   14  
Sports
 
Food
Box   14  
General
Box   14  
Commissary
Box   14  
Bar scheeze/Bar schips
 
Food
Box   14  
1990-1991
Box   14  
1992
Box   14  
Food art
 
Individuals
 
Schuler family
Box   14  
General (2 folders)
Box   14  
Albert Schuler
 
Hans Schuler
Box   14  
General

(see also outsize folder)

Box   14  
1985
Box   14  
1986
Box   14  
1987
Box   14  
Governor Blanchard 1985
Box   14  
Hans and Larry Schuler with wine 1987
Box   14  
Hans and Dan Hugelier
Box   14  
Posed
Box   14  
Travel Holiday award photographs 1982
Box   14  
With others, general and awards
Box   15  
Larry Schuler
 
Win Schuler
Box   15  
General (2 folders)
Box   15  
General photographs with people
Box   15  
Posed
Box   15  
Win and Hans Schuler with guests
 
Chefs
Box   15  
1984
 
Chef Dan Hugelier
Box   15  
1984
Box   15  
Detroit News
Box   15  
Olympics
Box   15  
Hans with chefs (and hunting)
Box   15  
Workshops
 
Other
Box   15  
Employees
Box   15  
Milliken
Box   15  
President Nixon at Marriott Inn
Box   15  
Unidentified and other individuals
 
Restaurants
Box   15  
Schuler history
 
Ann Arbor
Box   15  
General (2 folders)
Box   15  
Groundbreaking
Box   15  
East Lansing
 
Fort Wayne
Box   15  
General
Box   15  
Renderings
 
Grand Haven
Box   15  
Grand opening
Box   15  
Pre-1972 remodeling
Box   15  
Grand Rapids
 
Jackson
Box   15  
Black Jack Tavern
Box   15  
English newspapers
Box   15  
Exterior
Box   15  
Inn signs
Box   15  
Interior
Box   15  
Renderings
 
Kalamazoo
Box   15  
General
Box   15  
1979
 
Marshall
Box   16  
General
Box   16  
1985
Box   16  
1986
Box   16  
1987
Box   16  
Centennial Room 1988
Box   16  
Gift shop
Box   16  
Heritage room
Box   16  
Hotel (interior)
Box   16  
Hotel Schuler (exterior)
Box   16  
Interior
Box   16  
Stadium rooms
Box   16  
Rochester
 
Stevensville
Box   16  
General
Box   16  
1984-1987 (4 folders)
Box   16  
Historic fire
 
St. Joseph
Box   16  
Construction
Box   16  
Exterior
Box   16  
Interior (pre-1972 remodeling)
Box   16  
Samuel Johnson
 
Troy
Box   16  
Renderings
 
West Bloomfield
Box   16  
General
Box   16  
Interior 1984
 
Unidentified locations
Box   16  
Architectural pictures
Box   16  
Billboards
Box   16  
Historic buildings
Box   16  
Kitchen
Box   16  
Photos by Tines
Box   16  
Restaurant renderings

(see also outsize Box 20)

Box   16  
Wait persons, uniforms, tables, kitchen staff
 
Other visual materials
Box   16  
Antiques
Box   16  
Art by Drausby
Box   16  
City of Marshall homes and buildings
Box   16  
Coaches and football games
Box   16  
Helicopter
Box   16  
Miscellaneous
 
Videotapes (VHS) [subseries]

Videotapes: The videos include Schuler's 90th anniversary as well as a recording of a cooking show featuring a Schuler's recipe.

Box   16  
Schuler's restaurant 90th Anniversary 1999
Box   16  
What's cooking with Burt Wolf? Schuler's roasted chicken
 
Scrapbooks [series]

The Scrapbooks (1944-1985, 2 linear ft., 9 oversize volumes) arranged chronologically, contain clippings, articles, menus, advertising and other memorabilia that Schuler's restaurant has compiled through the years. Also included is a scrapbook of Win Schuler.

 
Scrapbooks, by date
Oversize Volume   1  
Win Schuler personal 1944
Oversize Volume   2  
1949-1973 (scattered)
Oversize Volume   3  
1963-1975 (scattered)
Oversize Volume   6  
circa 1954-1974
Oversize Volume   7  
1960s
Box   17  
Michigan Week 1962
Box   18  
1962-1966
Oversize Volume   4  
1971-1976
Oversize Volume   5  
1972-1973
Oversize Volume   8  
1975-1978
Oversize Volume   9  
1977-1985
Additional Descriptive Data
Additional Resources

Researchers may want to consult Schuler's: fresh recipes & warm memories, a cookbook put together by Hans Schuler and Chef Jonathan Schuler in 2004. In addition to featuring many of Schuler's recipes, the book also gives an excellent history of Schuler's restaurant, illustrated with historical photographs. The Bentley owns a copy of this book.

Schuler's restaurant also has a website (http://www.schulersrestaurant.com) that includes photo galleries, current menus, events, and a brief history of the restaurant.