Booby's - Niles, WI Founder Ronald “Booby” Friedman lives on in the 50-year-old sign, which features a caricature of his visage. The sign replicates the menu logo he commissioned when he and his wife, Sally, opened the restaurant in 1961. While Booby has passed on, Sally still comes in to work every day. “We get a lot of action from that sign,” she says, and we don’t doubt her. Who doesn’t want to say “Let’s get some Booby's!"