OPINIONMarketing

From Portillo’s to indies, restaurant chains serve up divine marketing to cash in on Chicago-born pope

Marketing Bites: With the memes flowing like holy water, restaurants specializing in Italian Beef, pizza and more craft some real-time marketing miracles.
Portillo's The Leo
Portillo's is among the many restaurants capitalizing on the selection of the first American-born pope. | Photo courtesy: Portillo's.

Marketing Bites

The world on Thursday got its first American-born pope in Pope Leo XIV. 

But before ascending to the papacy or even becoming a cardinal, Robert Francis Prevost was a Chicago-born White Sox fan who grew up in the south suburb of Dolton, Illinois. 

The news from the Vatican immediately unleashed a Biblical flood of Chicago-centric memes.

Oh, look, here’s Chicago’s favorite love-to-hate-it shot, Jeppson’s Malort, presented for communion. 

There’s the new pope sporting a Chicago Bears sweater vest, saying “Daaaaaa prayers.”

There’s a picture of Pope Leo with the caption, “God bless everyone in the world, except Green Bay.”

Of course, legendary Chicago hot dog stand The Wieners Circle updated its giant sign to say “CANES NOSTROS IPSE COMEDIT.” For those not fluent in Latin, that translates to “He has eaten our dogs.” That post had received 24,000 likes and 2,400 reposts as of Friday afternoon on X, formerly Twitter. 

Satire site The Onion posted a picture of the new pope, swaddled in a poppyseed bun with all of the traditional toppings, with the headline, “Conclave Selects First Chicago-Style Pope.”

Chicken chain Popeyes was among the first restaurant brand to jump on the news, as soon as white smoke started billowing from the Sistine Chapel’s chimney. The fast-food chain simply posted, “pope yes” on X Thursday afternoon. (Don’t get it? Read it again.) The tweet generated 45,000 reposts, thousands of comments and nearly half a million likes. 

Local indies got in on the action, too. 

On Facebook, family-owned Italian restaurant Baccanalia, on the city’s South Side, crowed that Pope Leo dined at the establishment “many years ago.” 

Pizza joint Aurelio’s noted on social media that the future pope dined at its south-suburban Homewood, Illinois, location and posted a picture of stacked pizza boxes saying, “Eat what the pope eats.”

Palermo Bakery, the Italian bakery near my home on Chicago's Northwest Side, displayed cookies decorated with a picture of the new pope and the words "Habeus Papam," Latin for "We have a pope" amid its Mother's Day offerings.

And there was meme after meme after meme of the new pontiff cradling, wielding or brandishing Chicago’s signature sandwich, the Italian beef. 

Less than 24 hours after the announcement, Portillo’s did what it had to do. 

“In the name of the gravy, the bun, and hot giard,” the fast casual posted on social media Friday. “We introduce The Leo: divinely seasoned Italian beef, baptized in gravy.”

The sandwich is “finished with the holy trinity of peppers—sweet, hot or a combo,” Portillo’s noted. 

“It’s our original sacred sandwich, bold, unapologetically flavorful, and made in honor of a moment that’s historic for Portillo’s hometown.”

The fast casual said The Leo will be available until the end of May, which, in what is surely a sign of divine providence, happens to be Italian Beef Month. 

The genius of this move? The Leo is not an LTO at all. It’s simply the chain’s everyday Italian Beef, rebranded to meet the moment. 

Google “Leo Portillo’s” and you’ll see headlines from People, the Today Show, Parade Magazine, Men’s Journal, Salon.com and assorted other local and national outlets far and wide. 

Now that’s some divine marketing. 

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