In an unexpected turn of events, beloved Pittsburgh institution Primanti Bros. has announced the closure of 10 of its prime locations following a heated boycott sparked by their decision to bar Republican vice-presidential nominee J.D. Vance from entering one of their restaurants. What was once a regional culinary darling known for its iconic sandwiches is now facing a PR nightmare as it finds itself embroiled in a political showdown of epic proportions.

The closure comes on the heels of a social media-fueled boycott that has spread like wildfire among Trump supporters and Republican loyalists, outraged over what they perceive as blatant political bias. In just a few short weeks, the hashtag #BoycottPrimanti has turned into a full-blown movement, leaving the sandwich chain reeling as its once-thriving business grinds to a halt.

It all began innocently enough. On September 28, J.D. Vance arrived at the Primanti Bros. location in North Versailles, Pennsylvania, eager to meet with supporters as part of his campaign trail. The plan? A brief meet-and-greet, a couple of photo ops, and maybe a famous Primanti sandwich or two. What he didn’t expect, however, was to be greeted by a manager who promptly informed him that he wasn’t allowed inside.

According to eyewitnesses, the manager made it clear: “This is not a campaign stop, and JD’s not allowed in.” Despite Secret Service securing the area and Vance’s team ensuring that it would be a quick visit, the restaurant stood firm in its refusal to let the Republican senator step through the door.

In a bizarre twist, it was later revealed that the same Primanti Bros. location had hosted a “private event” for Vice President Kamala Harris just a few weeks earlier. Paying customers were allegedly asked to leave the establishment early to make way for Harris and her entourage, who mingled with patrons (many of whom, according to some protesters, were “paid actors”) and posed for photos.

Naturally, when news broke that Vance was not afforded the same hospitality, the conservative outrage machine kicked into high gear.

What happened next was a whirlwind of social media posts, boycotts, and meme-worthy commentary. Trump supporters were quick to rally behind Vance, accusing Primanti Bros. of political favoritism and calling for a boycott of the iconic restaurant chain. Within hours, #BoycottPrimanti began trending on X (formerly Twitter), and it wasn’t long before the calls to action reached a fever pitch.

“Primanti Bros. clearly values politics over patrons,” tweeted one disgruntled customer. “If they’re going to turn their back on conservatives, we’re turning our back on them.”

Others were quick to point out the hypocrisy of the chain’s treatment of Vance versus Harris. “So, let me get this straight. Kamala gets the red carpet, and JD gets the boot? Ridiculous,” said another user. “Guess it’s time to find a new sandwich spot.”

The boycott spread quickly, with conservatives vowing to stop patronizing not just Primanti Bros., but all of the chains owned by Authentic Restaurant Brands, the parent company behind the beloved sandwich shop. Primanti Bros., which operates 43 locations across the U.S., including 34 in Pennsylvania, found itself facing an existential crisis as its customer base rapidly eroded.

As the boycott gained steam, the financial toll on Primanti Bros. became undeniable. Sales plummeted, with locations in more conservative-leaning areas hit particularly hard. Once bustling with hungry customers, several Primanti locations became ghost towns, their iconic sandwich counters deserted.

The backlash soon forced the company’s hand. On October 10, Primanti Bros. made the difficult decision to shutter 10 of its prime locations, citing “economic challenges” and “unforeseen complications related to recent events.” These closures represent a significant blow to the chain, especially considering the prime real estate and high traffic areas where these locations were once thriving.

Primanti Bros. attempted to soften the blow with a carefully worded statement: “We are deeply saddened to announce the temporary closure of 10 of our beloved locations. The impact of recent events has been significant, and while we hope to reopen these stores in the future, we must prioritize the health and sustainability of our business.”

However, many believe this is only the beginning, with further closures potentially on the horizon if the boycott continues.

At the heart of this debacle is the age-old question of whether businesses should remain neutral when it comes to politics. For decades, Primanti Bros. prided itself on being a community staple, a place where people from all walks of life could gather over a giant sandwich and a cold beer. But now, the chain finds itself embroiled in a political battle it never asked for.

Some have argued that Primanti’s refusal to serve Vance was nothing more than a case of poor judgment, a manager’s misstep blown out of proportion by a hyper-polarized public. But for many, the incident represents something far more serious: a clear case of political discrimination.

“It’s not about sandwiches,” said one local Trump supporter. “It’s about respect. If they can treat a candidate like J.D. Vance this way, who’s next? Me? My neighbor? Enough is enough.”

Of course, the fact that Kamala Harris was treated like royalty just weeks earlier didn’t help Primanti Bros.’ cause. The revelation that Harris’ “private event” included clearing out paying customers to make way for her entourage only stoked the fires of outrage among conservative circles.

“You know, it’s one thing to deny service to a political figure if that’s your policy,” said one disgruntled patron. “But to kick out regular people to host a political event and then turn around and refuse entry to J.D. Vance? That’s hypocrisy at its finest.”

Protesters gathered outside the North Versailles location after the Vance incident, some carrying signs that read, “Primanti Bros. Pays Actors, Not Customers” and “No Sandwich for JD, No Sandwich for Us.” Others called for transparency, accusing the Harris campaign of staging the event to make it look more popular than it actually was.

Amid the chaos, Primanti Bros. has done its best to put out the fire. In a public statement, the company said, “Primanti’s prides itself on being a welcoming space for all patrons, regardless of their political beliefs. Our doors have always been open to everyone, and we regret any confusion that may have occurred.”

The restaurant also noted that “Senator Vance and his team were welcomed into our restaurant shortly after the initial confusion was resolved.” But videos circulating online suggest otherwise, and for many, the damage has already been done.

As the dust settles, one question remains: Can Primanti Bros. recover from this PR nightmare? With 10 prime locations already shuttered and the boycott showing no signs of slowing down, the future looks uncertain for the iconic Pittsburgh chain.

For now, Primanti Bros. is left in the unenviable position of trying to win back customers on both sides of the political aisle—no easy task in a nation as divided as ours. But if there’s one thing we’ve learned from this debacle, it’s that even a sandwich shop can’t escape the culture wars.