the standard Philly cheesecake is available for four or…
the standard Philly cheesecake is available for four or five bucks. I have hundreds of sandwich shops, burger joints, and pizzeria’s throughout Philadelphia. It’s not a difficult recipe: chop some steak on a griddle, throw on a roll and melt some provolone cheese or cheese whiz on top. It's delicious regional fast food, but definitely not some special cuisine. Wayne thought he could get some buzz by raising the humble cheesesteak to the new culinary Heights and attaching a News where the price tag so we started with fresh housemaid rolls brushed with homemade mustard. He added thinly sliced Kobe beef marbleize to perfection. Then he included caramelized onions, shaved heirloom tomatoes in triple cream cheese. All this was topped off of shaved hand harvest, black truffle and butter, poached Maine lobster tail and just to make it even more Regis. He served it with a chilled split of champagne. The response was incredible. People didn’t just try the sandwich. The rush to tell others when didn’t just create another cheese stick he created a conversation piece and it worked.
— from The Mind in the Cockpit · Contagious - Why things catch on - Jonah Berger