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Jeff Trebac is sometimes sorry he even invented the "Roethlisburger."
Last month, as the owner of Peppi's, Trebec dreamed up the sandwich of ground beef, sausage, scrambled eggs, grilled onions and American cheese. But ever since the sandwich's namesake -- Pittsburgh Steelers rookie quarterback Ben Roethlisberger -- has been torching NFL defenses, the demand for the local hero's hero has made lines longer and the space on the grills in his four shops limited.
"It's out of freaking control," said Trebec, who this week has been selling more than 150 Roethlisburgers a day for $7 apiece, not including tax. Roethlisberger wears number 7. "People are coming all the way from Ohio (his home state) to get them. The problem is, it's a logistical nightmare. It takes more than 10 minutes to make it and we need more grills if this keeps up."
“ There was a time before the draft that we thought that Ben might go to New York. But there are many ways, from a marketing perspective, that Pittsburgh is better for him. He has the upbringing, temperament and toughness of this blue-collar town and (Steelers head coach) Bill Cowher's jutting chin juxtaposes with the way Ben is willing to throw his body into the pile. ”
— Leigh Steinberg, Ben Roethlisberger's agent
Those who finish the sandwich, which weighs about a pound, can even buy a t-shirt that reads, "I tackled the 'Roethlisburger.'"
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