Thursday, May 8, 2008

The Oprah Effect

Tomorrow will be the first airing of the Oprah episode in which Zingerman's will be featured. We're all bracing for the "Oprah Effect"- our site has been upgraded to a larger server and we'll be 'all-hands-on-deck' for the next couple of days, most likely tackling a ton of phone calls and questions about a certain sandwich that has never received much attention before.

The whole ordeal ititally sprung from an article about great sandwiches in America in Esquire Magazine. Not long after, we got a call from Oprah's offices and her best friend Gayle came (with camera crew) to film a segment in the Deli, featuring the #97 Lisa C's Boisterous Brisket. The story behind the sandwich is totally in line with the sense of humor that prevails at the deli.

"Lisa C = Lisa Cyrocki (pronounced 'sir-rock-y), worked in the Sales & Service department at Zingerman's Deli for a few years, and even put in a couple of years with Zingerman's Mail Order. Lisa is actually a vegetarian, so when the sandwich was invented by former Deli Chef Thad Gillis, it was sort of a joke to name it after Lisa...not only did she not eat the sandwich, she is rather quiet and reserved and not exactly "boisterous."

It's beef brisket that has been dry rubbed with a bunch of spices and then marinated in a red wine vinegar & water mix for 24 hours, then braised and slathered with BBQ sauce. It's served (1/2# per order) on a challah bun with a side of baked beans. As of today I've never tried one, since bbq on challah in the middle of the day=food coma, which is not condusive to getting much done.

I'm very curious to see how it affects business. There have been a few articles about what happens to businesses after being mentioned on her show:

No comments: