Good Burghers of Anaheim Have a Street War Cooking

In the annals of corporate intrigue, wars have been waged over new products, marketing techniques and even secret ingredients. But it is doubtful that many companies have crossed swords over a street name.

But in Anaheim the battle line has been drawn on Romneya Drive between Harbor Boulevard and Lemon Street, a blocklong stretch dotted with a few commercial establishments. It is an unlikely setting for a battle some have dubbed “food wars.”

The combatants are Carl Karcher Enterprises, which wants a stretch of Romneya Drive where part of its headquarters is located to be renamed “Karcher Way,” and Alex Foods Inc., which also has offices on Romneya and opposes the name change.

Council Must Approve

In the middle of the dispute is the Anaheim City Council, which must approve such changes and which does not want to offend either company. The council has delayed a decision twice and is scheduled to consider the issue on Nov. 10.

The Karcher group proposed that the street be renamed “in recognition of the lifelong contributions that Carl N. Karcher, chairman of the board of Karcher Enterprises, and family have made to this community.”

“It would be a natural,” said Horst J. Schor, director of site development for Karcher Enterprises. “This is where our corporate headquarters are located, and Mr. Karcher has certainly given a tremendous amount of time and effort in the community. He would be very pleased.”

Karcher, who started out peddling hot dogs in Los Angeles, moved to Orange County in 1945 and opened the first Carl’s Jr. restaurant in Anaheim. The company employs more than 15,000 people, owns 359 restaurants and has franchised 77 others in California, Oregon, Nevada and Arizona, said Schor.

Karcher has been honored for his civic-mindedness and philanthropy throughout the county and the nation.

But representatives of Alex Foods argue that the Morales family, owners of Alex Foods, have just as much, if not more, history in the city.

Patriarch Alex Morales also began his career as a food vendor in 1906, peddling tamales through Anaheim’s streets. The company now produces tamales, tortillas, burritos and other foods and employs more than 400 people in Anaheim. Corporate headquarters have been located on Romneya Drive since 1951.

In a letter to city officials, Alex Morales Jr. opposed the name change, saying it would have a “detrimental effect on our corporate identity.” Alex Foods officials have also argued that renaming Romneya would “confuse” out-of-town visitors.

Neither Karcher nor Morales could be reached for comment Tuesday.

Won’t Cost City

In the “bureaucratese” of government, city officials have determined that the name change will have no impact on resource allocation--meaning it will not cost the city a cent. Carl Karcher Enterprises has offered to defray expenses incurred by other property and business owners on the street for changing preprinted business forms, stationery, telephone listings and street signs.

But city officials are concerned that a change may cost the city the business and good will of the companies. A city staff report has suggested that “in order to provide fair and equal consideration to both Karcher Enterprises and Alex Foods, the council might consider naming a newly developed street in the city ‘Karcher Way.’ ”

Mayor Pro Tem Miriam Kaywood and Councilman William D. Ehrle have suggested that the city settle the dispute by recognizing both family names in some way. Other council members would prefer to name a new city park after Karcher instead of an established street. Hoping to avoid the decision, the council has told representatives from Karcher and Alex to work out a compromise.

Schor said the two sides should be able to meet sometime next week, but hinted that his group might drop the issue if no alternative is found.

“Right now I have no idea what Alex Foods might find suitable,” he said. “We may or not look at alternatives if we can’t come to some compromise. If the suggestion were to rename a street up in the Santa Ana Hills somewhere, we might not bother. We want something with meaning.”

Meanwhile, the dispute between the two food magnates has generated less than intense interest in the community. The only other business that would probably be affected by the name change is the North Orange County Community Clinic, a health center run by UC Irvine, located at 300 W. Romneya Drive.

Supports Name Change

Clinic Administrator Ralph Westrum sent a letter to city officials supporting the name change, adding that “the construction of their headquarters and the rebuilding of their restaurant has improved the appearance of the street, so it seems entirely appropriate to recognize and honor the Karcher name by renaming the street.”

Westrum said Tuesday that the clinic offered its support before realizing there was opposition but said he would still support the change.

“I can’t see any valid reason to oppose it,” he said. “I don’t favor one side over the other. If Alex Foods had come with the proposal before Karcher Enterprises I probably would have supported them. I can’t imagine why the name Romneya would mean any more to Alex Foods than to us. Most people don’t recognize the name anyway.”

Karcher Enterprises’ actual corporate address is around the corner on Harbor Boulevard. But Harbor is a major Anaheim thoroughfare.

“One compromise that might work is if the city wanted to rename a portion of Harbor ‘Karcher Way.’ Then maybe they could rename Romneya ‘Alex Drive,’ ” Schor joked.