Sales are up for the juicy, hefty Italian beef sandwich across Los Angeles.
“It was crazy. It amped up immediately. I would say that probably for the first three weeks after the show came out, we sold out right away. I can still hear people say it as they walk by: They’ll see my menu and be like, ‘Italian beef. Yes, Chef!’ And I just think that’s so funny because people had no idea what Italian beef was. Now everyone’s quoting the show upon seeing the sandwich.”
That Sunday in June, Walker couldn’t figure out where all of his new business was coming from. Later that evening, it dawned on him that the show had premiered the previous Thursday; he then binged the entire series and saw much of himself in Carmy. Along another edge of downtown, a nearly century-old deli has begun offering the Italian beef for the first time.
The chef watched “The Bear’s” pilot, which he said gave him anxiety, then came into work and told co-owner Vito Angiuli how much he enjoyed it. Astorga wrapped work at 2:30 p.m., went home, binged the series until about 3 a.m. and went to bed dreaming of beef. He woke up at 5:30 a.m., arrived at the deli by 6:30 a.m., and an hour later, the two were already planning the new sandwich.
“For me, it was the fact that they were able to convey the frustration so well, and how intense kitchen life can be for people,” Astorga says. “A lot of people don’t realize how intense it is, and how it carries over into your personal life. A lot of hard jobs tend to do that, but this industry is really hard; a lot of chefs that I work with are divorced, they have issues with drugs or alcohol.”
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