“It’s brutally simple,” he adds. “As the industry changed more and more … so very few establishments would cook their roast beef on premise. We have all been programmed to accept cold, refrigerated supermarket Cryovaced deli meat. It’s very hard to find places … that cook the roast beef on premise. When I went to Top Round, it was just the best roast beef sandwich. It’s sliced the way we used to slice it, served hot … out of the oven. It’s not heated in the microwave. It melted in your mouth. It’s hot, fresh. It’s 100 percent pure, free of additives and preservatives.”