Lincoln L. Loper already had more than 25 years in the restaurant business under his belt—first in Milwaukee, then in Seattle, and then in several different cities in Iowa—when, in 1950, he and his wife, Florence, moved to St. Petersburg, Florida, bought a brand-new building at the corner of Central Avenue and 58th Street, remodeled it for their purposes, and opened Molly’s Restaurant.
The Lopers billed their restaurant as the “House of Good Food”—the legend emblazoned above the awning and on the big sign out front—as well as “The Best Place in Town to Eat Full Course Dinners.” The restaurant offered table, counter, and booth service, and customers could get their fill of comfort food at Molly’s without spending a lot of money. Weekday plate lunches, for example, were just 60 cents. Complete Sunday dinners ranged in price from $1.15 for “Fried Snapper Fingers” to $2.50 for a “Grilled Large T-Bone Steak”—served with chicken noodle soup or tomato or papaya juice, a combination salad with French dressing, and homemade rolls and butter—with a half-dozen other entrees in between. And in 1956 diners at Molly’s could get a full Thanksgiving dinner—roast turkey, roast Long Island duckling, or prime rib with soup or salad, side dishes, dessert, and beverage—for just $1.94.
In 1959 Loper bought a 100-acre of virgin land in western Brazil on the advice of his brother-in-law, who’d seen the tract while living in Sao Paolo. “He said the soil was rich and the climate was perfect,” Loper told a reporter for the St. Petersburg Times., adding that his grandfather had traveled west in a covered wagon during the California Gold Rush. “My wife and I plan to visit our ranch next summer. If we like it we may buy more and perhaps settle there.”
But Brazil, at least for the Lopers was not to be. In 1960 they announced that they had sold the building at 5756 Central Avenue to the I.C. Helmly Furniture Company, and Molly’s Restaurant closed on September 30 of that year. Lincoln Loper died in St. Petersburg in 1973 at age 79.