Family-Owned BaileyTown Burgers Adds Flavor to the Bailey’s Discount Shopping Experience
Photographer / Jubilee Edgell
With more than 200,000 square feet of retail space, Bailey’s Discount Center in North Judson is already a well-loved destination for serious bargain hunters. If shoppers follow the aroma of sizzling patties and toasted brioche buns, they’ll discover something just as exciting: BaileyTown Burgers.
This new dining concept was born through years of collaboration between Jake Holland, his father-in-law Matt, and his wife, Katie, who now primarily stays home with their children but continues to offer encouragement, feedback and thoughtful input behind the scenes. Before opening the restaurant, both Jake and Katie managed Biggby Coffee inside the center. Their shared experience, along with countless conversations and family taste tests, laid the groundwork for what would become a standout local favorite.
Once Matt, the owner of Bailey’s Discount, expressed his vision for a place that could deliver a hearty meal and a satisfying break for shoppers, the planning began.
“Matt proposed the idea, and I liked it,” Holland says. “It took us about two or three years. We worked on it — logos, recipes, everything. We had the vision and did it all ourselves.”
That vision came to life on Monday, Nov. 4, 2024. Since then, BaileyTown Burgers has built a reputation for high-quality food, generous portions and fast, friendly service.
Jake and Katie — along with Matt, who co-owns the restaurant — were involved from the start.
“Katie’s been a huge part of this,” Holland says. “From day one.”
While her current focus is on their 2-year-old son, Motley, and newborn daughter, Meadow, she remains a thoughtful and encouraging presence, offering belief in Jake and the business, acting as a sounding board and staying engaged in ongoing ideas.
The approach was intentionally thoughtful from the beginning.
“We tested so many different products,” Holland says. “We tried 15 to 20 burgers before creating our own custom blend. It’s not something you can get anywhere else.”
That signature blend, crafted with a precise combination of meats, delivers a juicy, flavorful patty grilled to order and served on a buttered, toasted brioche bun.
The fries — a standout in their own right — are anything but ordinary.
“They’re like right in between a wedge and a curly fry,” Hollan says.. “They’re beer-battered, very crispy and different from your traditional fry.”
Customers agree. Jordan Barnhart wrote, “The burgers are the perfect portion of meat, bun and toppings — so juicy. The fries are some of the best I’ve ever had — so crispy every time.”
Hot dogs also shine on the menu. Made from Angus beef and served on butter-grilled buns, they offer just as much flavor and creativity as the burgers. Jake’s personal go-to? The Bird Dog — a crispy chicken strip topped with cheese, nestled inside a hot dog bun.
“I try to be different with a lot of our products,” he says. “No one else around here offers what we have — not our fries, not our burgers, not even our hot dogs.”
The Honey Stung chicken strips — lightly breaded, tender and infused with a touch of honey — are another customer favorite.
“They’re very big and very juicy,” Holland adds. “We went through 10 to 15 options before picking the ones we use.”
For dessert, guests can choose from hand-spun milkshakes, BaileyTown Blasts (similar to Blizzards), root beer floats and freshly baked cookies. Seasonal shake flavors are often inspired by customer requests — pineapple and banana being two that recently made the menu.
“We do a Burger of the Month and Shake Specials,” Holland says. “We like to have new options for people to look forward to trying.”
Some specials have earned a permanent spot, like the Mushroom Swiss. The August feature, the Chicken Philly, included grilled chicken, sautéed peppers and onions, mayo and white American cheese.
Jake’s commitment to excellence is hands-on. He personally trained every employee before the restaurant opened and is significantly involved in day-to-day operations.
“I’m here all the time,” he says. “I want to make sure things are done right.”
On busy Saturdays, he often jumps in behind the counter to cook, help and keep everything running smoothly.
In addition to BaileyTown Burgers, Jake manages Biggby Coffee next door. Many employees work at both locations, creating consistency and building a strong team.
“A big part of it is having good employees,” Holland says. “They respect me, and they respect the family business we’ve built here.”
Both BaileyTown Burgers and Biggby Coffee are co-owned by Jake and Matt. Katie was instrumental in the early days of the coffee shop and continues to be involved in meaningful ways, despite her primary role at home with the children. Becky, Katie’s mother, has also contributed — cheering on the venture and joining in taste tests while also leading two local mission-based organizations, including a pregnancy care center.
Matt’s influence continues to shape the restaurant’s direction.
“We worked on this for a couple of years with several important goals,” he says. “The first goal — number one — was to give great food to our customers. Everyone loves a good burger, a good hot dog and French fries, so we searched out premium products and worked hard to get it right.”
Before opening, the family trademarked the BaileyTown Burgers name, logo and signature meat blend, fries and other menu items. They were intentional in being proactive in preserving the brand and laying the foundation for future growth.
Inside, the restaurant reflects the same care. Polished counters, friendly service, logoed uniforms and branded merchandise create a space that’s both efficient and welcoming. At the center of the dining area, a challenge wall invites brave customers to take on the Mountain Burger — a four-patty burger that must be eaten in four minutes to earn a photo on the wall and a T-shirt.
With more than 1 million people visiting Bailey’s Discount Center annually — many staying for hours — the need for a quality dining option was clear.
“We already had the coffee shop as a place to take a break,” Matt says. “We wanted something more — a good meal that adds to the experience.”
Many shoppers now plan their visits around lunch or dinner.
“People come to Bailey’s to save money and find that one-time deal,” Matt says. “Now they can also get a great burger and keep shopping.”
Jake often hears from customers after they finish their meal.
“I’ll tell someone to have a nice day, and they’ll stop and say it was the best burger they’ve ever had,” he says. “That means a lot.”
Many guests also take the time to approach him directly and share their positive experiences — a gesture Jake doesn’t take for granted.
Online reviews echo the sentiment. Lina Michelle Zuniga wrote, “So freaking tasty and huge! I had never seen fries the way they have them — so good and full of flavor!” Alex Buitendorp adds, “This place is fire. Super good burgers and those chicken strips should be illegal.”
Jake and Matt have plans to grow the brand. A food truck is under consideration, along with catering services and a second location.
“We’ve thought about franchising,” Holland says. “We’ll take it one step at a time.”
Bailey’s Discount Center was founded in 1985 by Matt Bailey, his brother Mark, and their father, Beecher. What began in a modest 3,000-square-foot building has grown into a 200,000-square-foot retail landmark. BaileyTown Burgers now proudly shares in that legacy.
As the center prepares to celebrate its 40th anniversary this October, the family ties remain strong. Beecher, now 82, still works in the business, along with Matt’s son and nephew. Jake and Katie — an integral part of the success of both BaileyTown Burgers and Biggby Coffee — carry that family spirit forward.
Every component of BaileyTown Burgers — from the flake ice to the Great Lakes potato chips — was thoughtfully selected with care and intention. Whether guests come for burgers, chicken strips or a thick milkshake, they’re tasting something built on purpose and integrity.
“Everything’s made right when you order it,” Holland says. “It’s fresh, and it’s done with pride.”
At BaileyTown Burgers, the burger shines — and everything else does too.
Visit BaileyTown Burgers inside Bailey’s Discount Center, located at 5900 S. Range Road in North Judson, or call 574-896-6004.
