If you need proof that billboard advertising works for
roadside restaurants, I present to you my first trip to Uncle Joe’s Deli.
For a couple of months, I would be drawn to Uncle Joe’s
promise of great barbecue as I passed advertisements along Interstate 57 on the
way back and forth from working in Nashville, Tenn. I was always curious to try it but also a
little skeptical. After all, most delis
aren’t known for their barbecue, and if they do it at all it’s almost an
afterthought.
Then, one early Friday afternoon, with time on my side
and running out of original lunch options between me and home, I took a
chance. I followed the directions on the
last billboard I saw, pulled off on Exit 83 at Ina, Ill., a small community
near Rend Lake in southern Illinois, turned right at the truck stop and
followed a familiar smoky smell of slow-cooked meat practically to Uncle Joe’s
doorstep.