I just got back from a marathon 10-day vacation/tour of the Midwest. For those of you who have had the chance to spend large amounts of time in the Illinois/Wisconsin/Indiana regions, you know what I'm saying when I say they eat every meal like it's their last.
And there's no pretense in their advertising. Wisconsin's crazy about fried cheese curds. Need I say more? One of the sponsors of the Chicago Cubs is Culvers, a fast(ish)-food chain famous for -- and this is straight up on their signs -- "Frozen Custard, Butter Burgers." I packed 10 pounds of these regional delicacies around my waist for the trip home.
Hard Rock Cafe -- which has made their case in Seattle as having a "Whole Lotta Lunch" and promises that "We Will, We Will Feed You" -- understands this glorious Midwest mentality better than anyone. Check out the above ad, which I saw on a bench in Indianapolis, right outside Lucas Oil Stadium, home of the Colts. Something tells me it just wouldn't have the same effect out here.