In 1938, Bill Darden, just 19 years old, opened The Green Frog Restaurant. This 25 seat luncheonette, was located in his hometown of Waycross, Georgia. Darden promoted his expanding restaurant as providing "Service with a Hop." With a sense of subtlety, he encouraged his guests to return regularly by placing the phrase, "Enjoy Life, Eat Out More Often'', across the front of The Green Frog menu. Darden welcomed people without regard to race (not always a popular choice in the south at the time), offered his food at moderate prices, and paid acute attention to service. His restaurant became very successful.