The media played a significant role in popularizing the hundred dollar cheese steak and the restaurant. Major media outlets, including USA Today and The Wall Street Journal, published articles about the sandwich and the restaurant, creating a buzz. The Discovery Channel also filmed a segment for their Best Food Ever show, further amplifying its popularity. When celebrities visited Philadelphia, they insisted on visiting the restaurant, adding to its fame. The late-night TV also contributed when David Letterman invited the restaurant's executive chef to cook the steak on the show.

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Contagious: Why Things Catch On

Why do some products and services become popular with consumers, while others seem to fade along the sidelines? Three important factors play a role in...

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The hundred dollar cheese steak suddenly was a newsworthy story. Media outlets, including USA Today, The Wall Street Journal and dozens of others published articles about the sandwich and the restaurant. Even television joined in the media frenzy when The Discovery Channel decided to film a segment for their Best Food Ever show. When celebrities visited Philadelphia, many insisted they visit the restaurant and learn what the excitement was all about. Even late night TV got in on the action when David Letterman invited Barclay's executive chef to come on the show and cook him one right on the air. Against all odds, Wein was able to successfully launch a new restaurant and a new sandwich that created such a buzz and excitement and is now listed among the best steakhouses in Philadelphia.

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Small businesses can use Wein's strategy by creating a unique, high-value product or service that grabs attention and sparks curiosity. This could be something unusual, expensive, or exclusive. The key is to make it newsworthy, something that media outlets would want to cover. Once the media picks up the story, it can create a buzz and attract customers. Additionally, involving celebrities or influential people can further amplify the buzz. However, it's important to ensure that the product or service delivers value and meets customer expectations to sustain the buzz and build a positive reputation.

Wein might have faced challenges such as competition from established restaurants, attracting customers, and creating a unique selling proposition. He overcame these by creating a buzz around his restaurant through the introduction of a unique and expensive dish - the hundred dollar cheese steak. This caught the attention of media outlets and celebrities, which helped in promoting the restaurant and attracting customers.

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