From the book Contagious.
“… Wein knew that good food and great atmosphere wouldn’t be enough. After all, the thing restaurants are best at is going out of business…
Wein needed something to cut through the clutter and give people a sense of the uniqueness of the brand. But what? How could he get people talking?
How about a hundred-dollar cheesesteak… raising the cheesesteak to new culinary heights… The response was incredible…
Wein didn’t create just another cheesesteak, he created a conversation piece.”