Portillo’s is among the many restaurants capitalizing on the selection of the first American-born pope. | Photo courtesy: Portillo’s.
Breaking News: A New Chicago Pope!
On Thursday, history was made as the world welcomed its **first American-born pope**, **Pope Leo XIV**. Before donning the papal robes, Robert Francis Prevost was just a Chicago guy—an avid Chicago White Sox fan raised in Dolton, Illinois. His ascension to the papacy triggered a **tsunami of Chicago-themed memes** flooding social media, celebrating this local connection.
Chicago’s Unique Take on a Papal Moment
The moment became wildly entertaining as **locals showcased their creativity**. One of the funniest memes featured Jeppson’s Malort offered as communion wine, while another depicted the new pope in a Chicago Bears sweater, echoing the city’s iconic sports culture.
Humor in the City
The Wieners Circle, a beloved hot dog stand, didn’t miss the opportunity to bring humor into the mix. Their witty sign read “**CANES NOSTROS IPSE COMEDIT**,” translating to “He has eaten our dogs.” This clever play attracted **24,000 likes and 2,400 shares** on social media within hours! Read more about Wieners Circle’s history here.
Translation:
He has eaten our dogs#chicagopopeThe Wieners Circle on Twitter— The Wieners Circle (@thewienercircle) May 8, 2025
Brands Seize the Moment
Quick to capitalize on this historic moment, **Popeyes** tweeted “**pope yes**” immediately after white smoke emerged from the Vatican. This simple yet clever pun stroke sparked **45,000 shares** and an impressive **half a million likes**, proving that humor never goes out of style.
pope yes
— Popeyes (@Popeyes) May 8, 2025
Local Restaurants Join the Fun
It wasn’t just the big names that got involved. Local eateries stepped up to connect with the city’s newfound pride:
- Baccanalia, a family-owned Italian restaurant, highlighted that Pope Leo had dined with them many years ago.
- Aurelio’s Pizza shared memories of the future pope enjoying its offerings, even posting a cheeky picture of stacked pizza boxes with the message, “**Eat what the pope eats**.”
- Palermo Bakery showcased cookies adorned with Pope Leo’s image and the phrase “**Habeus Papam**”—a delightful nod to both the event and Mother’s Day festivities.
Portillo’s: Innovative Branding at Its Best
And then there was **Portillo’s**, a staple in Chicago’s culinary scene. Less than 24 hours post-announcement, they joined the fray with their newly launched **“The Leo”**—an **Italian beef sandwich baptized in gravy**. Promotional material quipped, “In the name of the gravy, the bun, and hot giard,” catapulting the campaign into the social media spotlight.
In the name of the gravy, the bun, and hot giard – we introduce The Leo: divinely seasoned Italian Beef, baptized in gravy. Order now!
— Portillo’s (@portilloshotdog) May 9, 2025
What sets **The Leo apart** is not just its tasty offering; it beautifully merges marketing and culture. The sandwich is finished with a “**holy trinity of peppers**—sweet, hot, or a combo,” resonating with the city’s love for rich flavors and traditions. Available until the end of May, coinciding with **Italian Beef Month**, Portillo’s genius rebranding caught the attention of national outlets like People, the Today Show, and Parade Magazine.
Divine Marketing Success
In a world where marketing strategies can often feel stale, the Chicago restaurants’ collective response to the papal news was anything but. Leveraging humor, local pride, and cultural connections, these establishments have shown that **great marketing is all about timing** and **creativity**.
Immerse yourself in the creativity of local dining—**the divine marketing** happening in Chicago has not only captured the moment but also highlighted the city’s unique culture and spirit.
Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.
