I grew up in Rockford, Illinois. The two greatest things to come out of the city are Cheap Trick (have you seen this video) and Beef-a-Roo. Beef-a-Roo is a restaurant chain that has “the best beef sandwich in the land.” I grew up eating the deliciousness with pickles and mustard. So. Good.
Imagine my excitement when I heard they were opening their first Tennessee location … just 20 minutes from my house!!! And there would be a Grand Opening. And the first 100 people would get a Golden Ticket good for free cheese fries FOR AN ENTIRE YEAR!! My sister and I immediately cleared our calendars and circled the date.
A Grand Opening is always a WOW! Moment!
The owners put so much effort into launching a business, and the customers get to share in their excitement (and maybe score some free swag.)
Here’s what happened:
- My sister and I had some back and forth about what time to arrive. I suggested camping out, she said let’s roll in 20 minutes before opening. She won.
- Turns out, her instincts were correct. We were #40 and #41 in line, which was fitting because it’s probably been 40 or 41 years since we last had Beef-a-Roo.
- The Beef-a-Roo cowboy is shorter than I imagined. And I’m not sure what’s going on with his eyewear selection. Is he legally blind? Is he headed to a tanning booth?
- My sister and I immediately remembered the jingle from 40 years ago, and led the line in a singalong. Beef-a-Roo, Beef-a-Roo. It’s the only place for you to get the best beef sandwich in the land. Beef-a-Roo. (I, however, could not remember the name of my children’s middle school when recently asked.)
- A lot can change in 40 years. The Beef-a-Roo menu now has burgers, salads, and pork tenderloin sandwiches. Pork-a-Roo, anyone?
- You meet some interesting people when you’re standing in a Golden Ticket line. Like #39, a man who thought he’d grab some cheese fries while his wife was at home getting ready for a wedding. They needed to be on the road by 12:45 p.m.
- Cheese fries cannot be rushed. #39 was still waiting for his food at 1:30 p.m. And his wife was blowing up his phone. (Clearly, she’s not from Rockford.)
- If you’re fastidious, like me, and you meet someone like #39, who is making his wife and a wedding wait because “cheese fries,” you’ll start to feel a little anxious.
- Don’t recommend a sandwich you haven’t had in four decades to anyone and everyone within earshot. Let’s just say I’ll be trying some of their other menu items. Another former Rockfordian said the pork tenderloin sandwich is the best. (Not sure if it’s the best on the menu or the best in the land.)
- Just saying “Beef-a-Roo” is fun.
- Adding “a-Roo” to the end of anything makes it whimsical. (Except when my Grandma Lorraine stood up and yelled “Rig-a-Roo” because I didn’t win the Miss La Petite pageant. Not so whimsical.)
- Rockford foodies are serious about two things: beef sandwiches and pancakes. We met a group from our hometown and decided to start a petition for the Stockholm Inn to come to Tennessee. (They have the best Swedish pancakes in the land.)
- Being a Golden Ticket holder is exactly like winning the lottery. Only with cheese fries instead of money.
Have you attended a Grand Opening? If not, I highly recommend the experience.
Living “in the moment–Great for you and your sister, Stephany.
I’m adding Beef-a-Roo cheese fries to my Bucket List!