image source: rainesmaker | twitpic
It's a cold January day in Chicago and Johnnie's brand is lined up outside. It's about 28 degrees. But here, real brand loyalty can weather anything.
I think Johnnie's makes the best Italian beef in the city. That's because it's owned by Greeks who know how to marinate the meat. And how to keep things simple. Johnnie's has had the same menu for over 30 years. There's just a few things on it. But no one makes those few things better.
On any given day you can stand in line and strike up a conversation with the other hungry brand loyalists. People share what they like. Some ask questions. The line at Johnnie's is social community in action. And the conversation is all about the beef. Sometimes it even goes viral to the folks way in the back.
I first started coming to Johnnie's back in the early 1990's as a transplant from LA. Now in LA we had the Original Tommy's Burger at Rampart and Beverly. Tommy's is like Johnnie's, but their vice is a double chili cheese burger. A real gut bomb.
I distinctly remember my first visit to Johnnie's. Still fresh and tan, I strutted up to the counter wearing my Tommy's veteran badge of gluttony. No problem here I thought. Boy was I schooled.
"I'll have an Italian Beef Sandwich," I proclaimed.
"You want peppers with that?" Mario piped.
"Peppers?" I was California perplexed.
"Yeah, sweet or hot giardinare." Mario barked.
(Someone in my new found social community chimed in and suggested the sweet peppers. And to have Mario spoon the beef juice rather than dip the sandwich. Too soggy otherwise.)
"And please spoon the beef juice on the sandwich," I added.
"You want fries and a drink with that?" Mario's bark got gruffer.
"Yes please, fries and a water. And I'll take it to go."
"Okay, fries with a Lake Michigan and legs," Mario corrected.
I had the semantics and the phatics all wrong. Just like any community, Johnnie's has it's own unique language. Nuance. But what Johnnie's and Tommy's do share is a passionate community around a brand. A community that includes all socioeconomic classes. Limos and the less fortunate lined up side by side. With a product kept simple to keep the quality focus. And both are owned by Greeks.
So now, after 15 years, I've got this lingo down like the meme, whuffie and avatar:
"Beef sweet. Spoon the juice."
If you're ever in Chicago and driving down North Avenue, you'll notice Johnnie's by their line outside.
It's their long tail.
