What does nostalgia taste like?
For folks in the Philly suburbs, today it tasted like the idealized version of the Gino Giant they have been dreaming of since the regional chain named for one of pro football’s earliest off-field entrepreneurs, Gino Marchetti, ceased to exist in the early ’80s.
For those who braved the opening day crowds it must have truly seemed like “Everybody Goes To Gino’s”. Others, like me, benefited from the benevolence of co-workers who are lucky enough to have offices within Whopper-throwing distance of the new location on Rt 202 in King of Prussia (across from the King of Prussia Mall – either the Court or the Plaza, I can never remember which is which…the one I’m talking about has the Apple Store).
Is it possible that the Gino Giant would still taste the same after all those years? Like Lou Reed crooning in the Velvet Underground classic Sweet Jane “Those were different times” and indeed they were. The fast food landscape in 1982 bears little resemblance to today. Oh sure, many of the same players are at the top of the charts, but what is offered up now on their plastic trays is worlds apart. While the market leaders have continued to hone their successful strategy of peddling highly processed foods “designed” to ensure unwavering consistency of taste (while severely minimizing any possibility of food borne illness and/or human error requiring dumping of the product), upstarts like Five Guys and Elevation Burger have blazed a new trail with hand-formed patties cooked fresh (and with accompanying doneness variations). Where my memory, and this commercial, remind me that Gino’s originally strove to be in the first category, the modern day version aims to compete head-on in the new, more “upscale” genre.
The Giant is still the Giant, a pre-Big Mac era “Big Mac” (not sure if they beat Wright’s Dairy-Rite to the punch, or the countless other joints that back in the day slapped secret Thousand Island-style sauce on top of twin patties, shredded lettuce and double cheese) and I have to say that despite a 20 minute journey in the car, mine held up well. The meat itself was very tasty (two 1/4 lb beef patties), the sauce perfectly piquant, the shredded lettuce acted as unobtrusive roughage and the American cheese was extra-gooey. The Giant is served up nicely on a sesame seeded squishy roll and wrapped in paper (hallelujah!). Visually, it looks identical to a Five Guys cheeseburger , but I’d give Gino’s a bit of a nod because the burger didn’t come with that side order of meat coma which Five Guys always tends to bring on because of the amped up grease quotient (this isn’t necessarily a knock, because as we all know Vitamin-G is an essential part of every growing boy’s diet). The car ride and the fact that the place was mobbed and required workers to do everything in double-time meant it was less than photogenic by the time it arrived, but taste trumps all in this game. I am eager to sneak over in the near future to test out another and also try their fries and the item besides the Giant that they are most fondly remembered for, their fried chicken.
Welcome back, Gino’s. We honestly couldn’t have expected you not to change, but in this case change might be a good thing.
It bugs the heck out of me that the sandwich is called the “Gino Giant” and not the “Gino’s Giant,” yet the chicken version is called the “Gino’s Chicken Giant.” I am not grammaratarian (should be a word if it isn’t), but man it hurts my brain to type it without the “‘s.”
This 1971 commercial paints a terrifying picture of the effect drinking soda can have on children. The winded kid at the end telling us to hurry up and get to a store before all of the kites are gone seems ripe for Michael Pollan’s picking. Bonus at no additional cost to you – awesome mid-Atlantic region accents on the twins at the :10 second mark (love how they say “to go.”). And for those that might ask, that is not a younger me at the :21 second mark, though I do have those glasses and (before it began to recede) I had that hair.
The Commodore 64 was released in 1982, the year the Gino’s chain was sold to the Marriott Corporation and folded into their Roy Rogers’ business.Gino’s Burgers & Chicken 611 West DeKalb Pike (Route 202) King of Prussia, PA 610.265.5900