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Why Is Pat’s Advertising?

(Pats www.patskingofsteaks.com)
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By Pat Loeb

PHILADELPHIA (CBS) – Pat’s King of Steaks in South Philadelphia usually has lines around the block, so you wouldn’t think it would need to advertise. But some wacky Pat’s ads have begun popping up.

There’s a billboard with a beach babe holding hands with a cheesesteak, and a print ad with a woman and cheesesteak in bed. But Pat’s owner Frank Oliveri says they’re not even his favorite.

“My favorite billboard is the scene of the Sistine Chapel, where the divine being is handing down a cheesesteak to us mortals. The one I didn’t do is the Last Supper with the cheesesteak, I didn’t think that was appropriate.”

Oliveri says the ad campaign has nothing to do with the passing of his rival Joey Vento, though he says Vento did inspire an ad campaign when he was alive.

“His speak English only when coming to his window. We advertised on Spanish ESPN to make sure the Spanish (speaking) people in Philadelphia know we’re Spanish friendly, come on down.”

But isn’t there always a line at Pat’s? Well, it may seem that way, but Oliveri says there are down times, so the ad campaign is targeted just toward the off hours, “between 12 at night and six in the morning, the people that are out and about.”

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