What started as a minor spat at a local sandwich shop has escalated into a full-blown financial disaster for Pittsburgh’s beloved Primanti Bros. Known for its signature sandwiches stacked with fries and coleslaw, the restaurant chain has become the epicenter of a political firestorm, costing it $50 million in revenue and the backing of 10 major sponsors. The boycott, initially sparked by an incident involving Republican vice-presidential nominee J.D. Vance, is now gaining traction faster than anyone could have predicted. And for Primanti Bros., the fallout is only accelerating.

For decades, Primanti Bros. was a culinary icon, a place where anyone could enjoy a heart-stopping sandwich, regardless of political views. But that all changed when J.D. Vance, in the midst of his vice-presidential campaign, attempted to stop by the North Versailles location for a quick meet-and-greet with supporters.

As the story goes, Vance was barred from entering by a manager who claimed the restaurant didn’t want to be used as a political prop. Vance’s team was told in no uncertain terms: “This is not a campaign stop, and JD’s not allowed in.” The manager even threatened to call the police if Vance tried to enter the building, a bold move that quickly went viral online.

In an age where every interaction is captured on video and shared instantly, this confrontation ignited a social media firestorm. What was initially brushed off as a minor incident quickly turned into a rallying cry for Vance supporters, who accused Primanti Bros. of harboring political bias. Within hours, #BoycottPrimantiBros began trending, and things started to spiral out of control.

At first, it seemed like the boycott might be a fleeting social media fad, the kind that flares up and burns out just as quickly. But as the days passed, the boycott gained momentum. What was once a local Pittsburgh issue soon became a national movement, with conservative activists and Vance supporters calling for a full boycott of the sandwich chain.

It didn’t take long for the news media to pick up the story, amplifying the outrage. With headlines blaring accusations of political bias, Primanti Bros. found itself on the defensive, struggling to contain the backlash. The situation took a turn for the worse when it was revealed that the same Primanti Bros. location had hosted a private event for Vice President Kamala Harris just weeks earlier, leading many to accuse the chain of political favoritism.

Suddenly, the sandwiches weren’t the main draw at Primanti Bros. anymore—the controversy was. And for the once-beloved restaurant chain, this wasn’t the kind of attention it wanted.

As the boycott picked up steam, the financial toll on Primanti Bros. quickly became evident. Once-crowded restaurants now sat half-empty, with patrons choosing to take their business elsewhere. The chain, which had long enjoyed a loyal following, was hemorrhaging customers.

Within just a few weeks, the numbers started coming in, and they weren’t pretty. Primanti Bros. had lost a staggering $50 million in revenue, and the situation showed no signs of improving. Even some of the chain’s most loyal customers found themselves second-guessing whether they could continue to support the restaurant in light of the controversy.

“I’ve been eating Primanti Bros. sandwiches since I was a kid, but I just can’t ignore this anymore,” said one former customer. “They should’ve stayed out of politics. Now, every bite of their food tastes like bias.”

But the lost revenue was only part of the problem.

As if losing customers wasn’t bad enough, Primanti Bros. soon found itself facing another major setback: its sponsors were abandoning ship. Over the course of just a few weeks, 10 major advertisers—including some of the biggest names in the food and beverage industry—cut ties with the restaurant chain.

Brands like Heinz, Iron City Beer, and UPMC Health Plan all quietly removed their sponsorship deals with Primanti Bros., hoping to distance themselves from the political controversy that was engulfing the sandwich empire.

“We’ve been proud to partner with Primanti Bros. for many years,” said a spokesperson for one of the departing sponsors. “But given the current situation, we feel it’s best to part ways. We’re a brand that focuses on unity, and we don’t want to be associated with anything that divides people.”

For Primanti Bros., the loss of these sponsorships was a devastating blow. Not only were they losing customers, but now they were also losing the corporate partnerships that helped promote and sustain their brand.

“We’ve been with some of these companies for decades,” said one Primanti Bros. executive, speaking on the condition of anonymity. “We never expected things to escalate like this. But once a boycott starts, it’s hard to stop it.”

As the financial losses mounted, Primanti Bros. scrambled to get ahead of the controversy. The restaurant chain released multiple statements, insisting that the incident with J.D. Vance was a misunderstanding and that they welcome patrons of all political persuasions.

“We serve sandwiches, not politics,” one of the statements read. “We apologize for any confusion and want to make it clear that everyone is welcome at Primanti Bros., regardless of their political views.”

But for many, the apology felt too little, too late. The boycott had taken on a life of its own, and nothing Primanti Bros. said seemed to change the narrative. The chain’s attempts at damage control were drowned out by the growing calls for customers to take their business elsewhere.

Even some of the restaurant’s most die-hard fans were left wondering whether the controversy could ever be put to rest.

As of now, the boycott shows no signs of slowing down. In fact, it seems to be picking up speed. More customers are joining the movement, and Primanti Bros. continues to suffer both financially and reputationally. With $50 million in losses and 10 major sponsors now gone, the chain is facing a steep uphill battle to regain its footing.

What’s next for Primanti Bros.? Some marketing experts have suggested that the chain could try to win back customers with a new, more politically neutral ad campaign. Others believe the restaurant needs to issue a more heartfelt, personal apology to those who felt alienated by the incident with J.D. Vance.

But with the boycott speeding up, time is running out for Primanti Bros. to salvage its reputation.

One thing is for sure: Primanti Bros. may be famous for putting fries on sandwiches, but right now, it’s their financial losses that are piling up.