August 5, 2014
City Barbeque officially launches a new brisket sandwich on August 5, 2014. The “More Cowbell” sandwich, whose name evolved from a Facebook contest naming the sandwich, gives a nod to the Saturday Night Live skit featuring Will Ferrell and Christopher Walken but truly stems from the fact that testers of the item just couldn’t get enough.
“A common response from the testing phase was ‘I gotta have more of it,’ which sealed the deal really for the ‘More Cowbell’ name we were throwing around,” says City Barbeque VP of Marketing, Brian Hipsher.
“It seems there is an addictive quality to it,” he adds. The sandwich consists of City Barbeque’s award-winning beef brisket, topped with provolone cheese, grilled peppers and onions, onion straws and horseradish dressing all piled high between two pieces of garlic buttered Texas toast.
“We spoke to some medical professionals and they believe the only prescription for the craving one gets after eating this More Cowbell sandwich is to eat more of it.”
On Saturday, August 9th and Sunday, August 10th, City Barbeque is donating $1 from each “More Cowbell” to a local food bank in each of their location’s areas, partnering with the Food Rescue initiative each location participates in by freezing and donating leftovers at the end of the night to the local organization.