The Italian Beef's Big Play: How a Chicago Classic is Vying for Official State Status

CHICAGO, IL – May 01, 2026 – This May, the sizzle of thinly sliced beef and the aroma of seasoned gravy are wafting from local kitchens into the halls of state government. Buona, the family-owned brand synonymous with Chicago's original Italian beef, is orchestrating an ambitious, month-long celebration that aims to do more than just sell sandwiches. Through a multi-pronged campaign for National Beef Month, the company is championing a cultural movement to elevate its signature dish from a regional delicacy to an officially recognized state symbol.

The initiative is a full-scale cultural moment, anchored by a gamified loyalty competition dubbed the "World Beef Championship," limited-edition merchandise, and a concerted advocacy effort to designate the Italian beef as the official sandwich of Illinois. It’s a bold strategy that blends modern marketing with deep-seated culinary tradition, reflecting a company confident in the legacy of the sandwich that built its empire.

"Beef Month is our way of celebrating not just the sandwich, but the culture and history around it," said Joe Buonavolanto, Jr., a second-generation family member at The Buona Companies. "Italian beef was born here in Chicago, built on simple ingredients and a time-honored technique. Since 1981, we have stayed true to that origin story, preparing our beef the same all-natural way it was done in the earliest stands. That throughline, from then to now, is what defines our signature Italian beef sandwich, and continues to set it apart."

From Street Corner Staple to Statehouse Subject

The most ambitious part of Buona's campaign is its push into the political arena. The company is actively working with fellow founding families and state officials to advance legislation that would formally recognize the Italian beef as the official sandwich of Illinois. This effort has taken concrete form in House Bill 4669 (HB 4669), introduced by State Representative Rick Ryan of Evergreen Park.

The bill, which has already passed unanimously out of committee with bipartisan support, describes the Italian beef as a staple woven into the fabric of Illinois communities. The legislative journey, however, highlights the nuanced world of culinary politics. To secure broader consensus, the bill was amended to also recognize the horseshoe sandwich—a Springfield-area creation of toast topped with meat, fries, and cheese sauce—as the state's official open-faced sandwich. This clever compromise navigates regional loyalties and even delves into the philosophical debate of what constitutes a sandwich, with proponents arguing a true sandwich must be edible with two hands.

With a full House vote expected this month, Buona’s advocacy is a testament to the Italian beef’s cultural weight. The sandwich, which traces its origins to Italian immigrants on Chicago's South Side in the 1930s, has become an undisputed icon, its popularity recently surging anew thanks to its prominent feature in the acclaimed television series "The Bear."

The World Beef Championship: Gamifying Loyalty

While one front of the campaign plays out in Springfield, another is unfolding at every Buona location through the "World Beef Championship." Running from May 1 to May 31, this digital competition transforms the simple act of ordering a beef sandwich into a trackable, high-stakes contest for Buona Rewards members.

The structure is a classic example of gamification, designed to drive engagement and repeat business. Members earn escalating bonus points as they purchase qualifying beef items, moving through four distinct tiers:

• Challenger: 5+ beef items for 2,400 bonus points.
• Contender: 10+ beef items for an additional 4,000 bonus points.
• Finalist: 25+ beef items for an additional 15,000 bonus points.
• World Champion: 50+ beef items for a final 40,000 bonus points.

Reaching the top tier nets a participant a grand total of 61,400 bonus points, which the company notes is equivalent to about 26 free Italian beef sandwiches. To add a tangible element of glory, the first person to achieve "World Champion" status will be awarded a physical WBC championship belt. To amplify the competitive spirit, Buona has partnered with the ALLCITY Network's CHGO sports media brand to feature a leaderboard tracking top contenders across its platforms.

This strategy taps into a broader trend within the fast-casual industry, where brands are increasingly using challenges, tiers, and exclusive rewards to build a more interactive and compelling loyalty experience beyond simple point collection.

Honoring Tradition, Embracing the Now

Underpinning the entire month-long celebration is Buona's "Better Beef" philosophy. The company, founded in Berwyn in 1981 by Joe and Peggy Buonavolanto, remains the only large-scale brand that adheres to the original, all-natural preparation method: slow-roasting beef with no stock, shortening, or additives to create its famously rich gravy.

To bring this story to a new generation, Buona is partnering with foodie creator Joey Wellness (@joey_wellness) as its official Beef Month ambassador. With an Instagram engagement rate hovering around 2%, Wellness brings an audience interested in ingredient transparency and realistic health insights. He will take followers behind the scenes to showcase the slow-roasting process, bridging the gap between the brand's heritage and the values of modern consumers.

The campaign also includes a members-only "Buy One, Get One Free" beef sandwich offer from May 1-22 and a limited-edition merchandise drop featuring beef-inspired streetwear designs voted on by fans. The month culminates on Saturday, May 23, with National Italian Beef Day—a holiday Buona itself coined in 2015. On this day, all guests can purchase a regular Buona Beef and fries for $7.99. The day’s adoption by competitors like Portillo's and Al's #1 Italian Beef in past years demonstrates the success of Buona's effort to create a recognized cultural moment around its signature product. Through this comprehensive campaign, Buona is betting that the path to a brand's future is paved with a deep and authentic respect for its past.