I like mine with lettuce and tomato, Heinz 57 and French fried potatoes, big kosher

pickle and a cold draft beer.

So goes an excerpt from Cheeseburger and Paradise, one of many songs fixated on food and drink

by Jimmy Buffett.

It's a running theme throughout the catalog of island-inspired country rocky calls, Gulf

and Western, in which he expanded into the beginnings of an empire with the opening

of his first retail store in restaurant in Key West, Florida in 1985.

Call him a branding innovator, call him a shameless self-promoter, either way, Buffett,

already a successful recording and touring artist at the time, built a $100 million

a year business out of his adopted beach lifestyle.

His holdings are so vast that he has not won, but three different restaurant chains, in

addition to selling retail versions of his spirits, frozen foods and beer.

And it's not all just deep fried appetizers and sugary cocktails.

He's also one of just eight authors to have New York Times number one best sellers

on both the fiction and nonfiction lists.

A group that includes Ernest Hemingway, John Steinbeck and Dr. Seuss.

But his largest most profitable venture, the one that most defines Buffett's personal

brand, is the tequila soaked chain of destination restaurants, some with attached co-branded

hotels and casinos, which attract his legions of sunscorched fans who self-identify as parrot

heads.

This week on Doe Boys, we're wasted away again in Margaritaville.

So is the Doe No Homes!

...