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Why Is Guess Who? Liquor Store Called “Guess Who?” The Bentonville Story Explained
Ever wondered why Bentonville’s famous liquor store is called “Guess Who?” Roger Gildehaus shares the story involving Macadoodles, Arkansas liquor laws, and one unforgettable branding strategy.
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Last Updated on May 11, 2026 by Justin Jones
PUBLISH DATE: May 11, 2026
If you have ever driven through Bentonville, Arkansas and spotted the giant red liquor store called “Guess Who?”, you are not alone in wondering how the store got its unusual name.
As it turns out, the story behind Guess Who? is deeply tied to Arkansas liquor laws, Northwest Arkansas growth, Benton County going wet, and one of the most recognizable names in regional liquor retail: Roger Gildehaus.
According to Gildehaus during an interview shared by Flavors of Northwest Arkansas, the name “Guess Who?” was reportedly born out of frustration involving Arkansas liquor licensing rules and a public dispute over whether he could legally open another Arkansas liquor store.
The story has become one of the more fascinating pieces of modern Arkansas liquor retail history.
Watch the Original Interview
The original interview clip was shared by Flavors of Northwest Arkansas Instagram. The embedded transcript referenced in this article originated from that interview.
Read the Transcript: Roger Gildehaus Explains How Guess Who? Got Its Name
Roger Gildehaus: The liquor director in Little Rock, Arkansas was not a friend of mine. It’s pretty widely known. I was not a friend of his. He went on TV in Little Rock and singled me out and says, “Well, Benton County just voted to go wet, so we’re going to be getting inundated with people applying for liquor licenses. But Roger Gildehaus cannot apply for one. He cannot open a second liquor store unless he closes his Springdale store.”
Interviewer: On TV?
Roger Gildehaus: On Little Rock TV. So my attorney calls me the next morning and he’s telling me about this. I went, “Wait a minute. My name is not on that Springdale license. It’s a franchise store.”
Interviewer: Sure.
Roger Gildehaus: And my attorney says, “You’re right.” He called over to the liquor board and everything was on deaf ears. “Nope, can’t do it. Can’t do it.” So through frustration, I said, “I’m using that five-and-a-half acres of land that we’ve been paying interest on for five or six years.”
Interviewer: Right.
Roger Gildehaus: And so I called my attorney back and I said, “Okay, here’s my plan. You tell me if it’s legal or not.” That’s what they did, they laughed.
Interviewer: I only laugh because I know the story, but please continue.
Roger Gildehaus: So I told them, I said, “Here’s what I’m going to do. I’m going to design a big store to go on that big tract of land. It’s going to look just like a Macadoodles. It’s going to have the same exterior design. But instead of it being green, it’s going to be red. Instead of it having the name Macadoodles with the leprechaun logo, it’s going to say ‘Guess Who?’ with a great big question mark.” And my attorneys were just… this man and woman… they were just laughing like crazy.
Interviewer: They were howling.
Roger Gildehaus: Yeah. They said, “Are you really going to do that?” I said, “Uh, yeah, I am. I’m putting a liquor store in. I’m designing it. Customers are going to know when they walk through the front doors and they hear the clerks… because the store is going to be laid out just like Macadoodles.”
Interviewer: 100%.
Roger Gildehaus: Which it is. And the customer is going to say, “Hey, welcome to ‘Guess Who?’” instead of “Hey, good morning, welcome to Macadoodles.”
Interviewer: Right.
Roger Gildehaus: And my daughter pretty much runs the store, and my wife. And they told me those first few years, people would come in and say, “Yeah, right, this is Macadoodles.” I said, “Do not correct them. It’s not our job to correct them. They want to say it’s Macadoodles? Good with us. Because that’s what we want them to think.” So, that’s how “Guess Who?” came to be.
What Is Guess Who? Liquor Store in Bentonville?
Guess Who? is one of the largest liquor stores in Northwest Arkansas and has become a recognizable destination for bourbon, whiskey, wine, beer, and spirits shoppers visiting Bentonville.
The store is located near Interstate 49 and has become known throughout the Arkansas bourbon community for:
- Large inventory selection
- Wide whiskey availability
- Big-box liquor store layout
- Competitive pricing
- Extensive wine and beer offerings
- Strong visibility in Northwest Arkansas
Official Website:
Guess Who? Bentonville Official Website
Instagram:
Guess Who? Bentonville Instagram
But many Arkansas shoppers have long noticed something unusual:
the store feels remarkably similar to a Macadoodles.
That was reportedly intentional.
What Is Macadoodles?
Macadoodles Official Website is a regional liquor store chain founded by Roger Gildehaus in Pineville, Missouri in 1997.
Macadoodles became known throughout Missouri, Oklahoma, and Arkansas for:
- Large-format liquor stores
- Warehouse-style shopping
- Massive beer and wine selections
- Customer-focused service
- Destination-style liquor retailing
The company expanded aggressively across the region and eventually entered Arkansas through franchise-style arrangements.
One of the key Arkansas locations was a Macadoodles store in Springdale.
That Springdale location would reportedly become central to the creation of Guess Who? in Bentonville.
Additional Background:
- Market Watch Magazine – Macadoodles Retailer of the Year
- Talk Business Interview with Roger Gildehaus
The Arkansas Liquor Law Dispute That Allegedly Created Guess Who?
According to Gildehaus during the interview, the conflict reportedly began shortly after Benton County voted wet in 2012.
At the time, Northwest Arkansas was rapidly growing, and Bentonville represented a major opportunity for liquor retail expansion.
However, Arkansas liquor laws historically contained strict ownership and permit limitations involving liquor store operations.
During the interview, Gildehaus claimed a liquor official publicly stated he could not open another Arkansas liquor store because of the existing Macadoodles franchise relationship in Springdale.
According to the transcript, Gildehaus disputed that interpretation and believed his name was not directly attached to the Springdale liquor permit.
The disagreement reportedly escalated from there.
Gildehaus explained:
“The liquor director in Little Rock, Arkansas was not a friend of mine.”
He continued by describing how he allegedly responded to the situation by creating an entirely new liquor store concept that customers would immediately recognize.
Why Is Guess Who? Called “Guess Who?”
This is where the story becomes legendary in Arkansas liquor retail history.
According to Gildehaus, he intentionally designed the Bentonville store to resemble a Macadoodles location.
During the interview, he explained the concept:
- Similar exterior design
- Similar customer experience
- Similar store layout
- Similar operational feel
But instead of using the Macadoodles name and branding:
- The building color changed from green to red
- The leprechaun logo was removed
- The name became “Guess Who?”
- A giant question mark became the branding
Gildehaus reportedly told his attorneys:
“It’s going to look just like a Macadoodles.”
He then described how customers would walk into the store and immediately assume it was still a Macadoodles location.
According to the interview, employees were even instructed not to correct customers who referred to the store as Macadoodles.
That, according to Gildehaus, is how Guess Who? got its name.
Why Guess Who? and Macadoodles Feel So Similar
For years, Arkansas shoppers have debated the similarities between the two stores.
According to Gildehaus’ own description in the interview, the similarities were deliberate.
That reportedly included:
- Overall store flow
- Product placement philosophy
- Shopping experience
- Scale and appearance
- Customer-service style
For longtime Northwest Arkansas liquor shoppers, the connection became difficult to ignore.
This has helped turn Guess Who? into one of the more recognizable liquor store identities in Arkansas.
Benton County Going Wet Changed Northwest Arkansas Liquor Retail Forever
To fully understand the story behind Guess Who?, it is important to understand how significant Benton County’s wet/dry vote was for Arkansas alcohol retail.
Before Benton County voted wet:
- Residents often crossed state lines into Missouri
- Major liquor retail growth occurred near the border
- Large-format liquor stores thrived outside Arkansas
- Northwest Arkansas had fewer local retail options
Once Benton County legalized alcohol sales, it created one of the most important liquor retail expansion opportunities in Arkansas history.
The result was rapid growth in:
- Bentonville liquor stores
- Rogers liquor stores
- Northwest Arkansas whiskey availability
- Arkansas bourbon culture
- Regional alcohol tourism
Guess Who? emerged directly during that period of transformation.
Who Is Flavors of Northwest Arkansas?
The original interview clip referenced in this article was shared by Flavors of Northwest Arkansas, a Northwest Arkansas media platform focused on restaurants, food, beverage culture, and local personalities.
The platform has developed a strong following for long-form interviews covering:
- Northwest Arkansas restaurants
- Arkansas food culture
- Hospitality businesses
- Beverage industry personalities
- Local entrepreneurs
Instagram:
Flavors of Northwest Arkansas Instagram
Podcast:
Flavors of Northwest Arkansas Podcast
YouTube Podcasts:
Flavors of Northwest Arkansas YouTube
Additional Reporting on Guess Who? and Ownership Questions
Additional historical reporting related to Guess Who? and ownership discussions in Northwest Arkansas can be found here:
40/29 News Special Report – Who’s Behind Guess Who?
Watch the original 40/29 News report: Special Report: Who’s behind Guess Who?
Final Thoughts
Whether you view it as clever branding, Arkansas liquor lore, or one of the most creative responses to a regulatory dispute in Arkansas alcohol history, there is little question that Guess Who? has become one of the most recognizable liquor stores in Northwest Arkansas.
And thanks to the recent interview shared by Flavors of Northwest Arkansas, Arkansas shoppers now have a much clearer understanding of how the store reportedly got its unforgettable name.
For longtime Arkansas bourbon and liquor enthusiasts, the story offers a fascinating glimpse into:
- Arkansas liquor law history
- Benton County’s transition to wet status
- Northwest Arkansas retail growth
- The evolution of large-format liquor stores in Arkansas
Most importantly, it finally answers the question many Arkansas shoppers have asked for years:
Why is Guess Who? called “Guess Who?”
Frequently Asked Questions About Guess Who? Bentonville
Why is Guess Who? liquor store called Guess Who?
According to Roger Gildehaus, the name came from a dispute involving Arkansas liquor licensing and the similarities between Guess Who? and Macadoodles.
Is Guess Who? related to Macadoodles?
According to Gildehaus, the store was intentionally designed to resemble the Macadoodles shopping experience while using separate branding.
Who owns Guess Who? in Bentonville?
Guess Who? was developed by Roger Gildehaus and his family following Benton County going wet.
Where is Guess Who? located?
Guess Who? is located at 3609 SE Guess Who Dr in Bentonville, Arkansas.
Why was Benton County going wet important?
The legalization of alcohol sales in Benton County created major retail growth opportunities for liquor stores in Northwest Arkansas.
Justin Jones
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