When Walter “Unc” Johnson first yelled his now‑famous line, “that’s tendernism”, over a rack of ribs sliding clean off the bone, he had no idea he was speaking a word that would ignite the internet, spark a trademark battle, and ultimately change the course of his life.
At Destination Smokehouse in California, the heart of the operation wasn’t the building or the branding, it was Walter “Unc” Johnson. His ribs, known for falling clean off the bone, made him a viral sensation, but it was his soft, joyful declaration, “that’s tendernism,” that turned him into a cultural icon. Customers lined up for the food and for the man behind the smoker.
So, when viral food critic Keith Lee visited hoping to meet Unc, fans expected a wholesome moment. Instead, the internet learned that Unc wasn’t the owner at all. The real owner was a white man named Nick Yepremian, who refused to let Keith meet the pitmaster whose face and flavor built the brand. The backlash was immediate. After scrambling to repair the situation with joint videos, Yepremian fired Johnson and then tried to trademark the very word he created.
To many, the situation felt painfully familiar. Campus custodian, Chris Johnson, reflected on the moment, “As someone working under someone else, it is easy to get taken advantage of, especially as an older man, but I’m happy a brother got his own blessing.”
Attorney Kevin Harris stepped in, filing for the trademark on Johnson’s behalf. Although he had originally tried to trademark “tendernism” in 2024, the process never went through. This time, with proper legal support, the trademark was secured. Finally, placing ownership back in the hands of the man who coined it.
The community didn’t just support Johnson in words, they showed up in action. Within 24 hours of his firing, Houston rapper and community advocate, Cartel Bo, bought him his first restaurant in Houston. The momentum didn’t stop there. Johnson recently partnered with D’Juan’s New Orleans Bistro in Smyrna, Georgia, making it the first official “Tendernism Certified” location. Now, he travels from city to city, serving the ribs that made him a household name.
Students on campus see Unc’s story as a lesson in integrity, exploitation, and resilience. Sophomore biology major, Elijah Stevenson, shared her frustration, “I think they were wrong for sending Keith away when he tried to tip him. How you gon’ tell somebody who to give and how to spend their money. It’s good he started his own thing now and got his own platform.”
Junior nursing major, Brianni Dixon, voiced the sentiment, “I feel like Mr. Tendernism was taken advantage of because he’s an older Black man. People think they can use older Black folks for profit, but they forget we have family and a whole community ready to fight behind us. What’s done in the dark comes to light, and now he’s thriving.”
Mr. Johnson’s journey is proof that sometimes the smoke has to clear before the blessings roll in. One door may close just for three others to open.
