The thrill of victory

H-E-B crashes into Formula 1 with all-star brisket-eating contest

H-E-B crashes into Formula 1 with all-star brisket-eating contest

True Texas BBQ H-E-B
Competitors at the True Texas BBQ Challenge will attempt to eat more than 34.75 brisket sandwiches in 10 minutes. True Texas BBQ/Facebook

From the multimillion-dollar cars to the flashy parties, Formula 1 weekend has always been about excess. This year, the Circuit of The Americas is taking it to a whole new level.

On November 2, H-E-B, Favor, and competitive organization Major League Eating will attempt to break two world records when they host the True Texas BBQ Challenge. A release notes the binging spectacular will kick off at 6 pm on the infield between turns six and 12 before Pink’s post-race performance.

MLE world champion Joey Chestnut and other food athletes will attempt to break the record for most brisket sandwiches eaten in 10 minutes. Organizers are hoping that the allure of performative gluttony will also best previous attendance counts at MLE events.

The current record is held by Pennsylvania’s Bob Shoudt (aka “Notorious B.O.B.), who consumed 34.75 brisket barbecue sandwiches in the allotted timeframe on July 26, 2008. Shoudt is “very active” in Krav Maga, according to his Wikipedia page.

The sandwiches will be provided by H-E-B’s True Texas BBQ, named by Texas Monthly’s Daniel Vaughn as the best barbecue chain in the state. The competitors likely won’t have any new praise to add as pounds of meat are delivered straight to their gullets.

Fans can win too by entering a sweepstakes by October 23. The prizes include a race weekend experience, backstage VIP access to the competition, a meet and greet with the winner, and True Texas BBQ for a year.

For H-E-B, it will chance to give the barbecue chain some shine before it opens outposts in South Austin and Tarrytown. It’s unclear if non-competitive eaters, however, will have also have a chance to try the sandwiches.

“Staying true to the motto, ‘Everything is Bigger in Texas,’ True Texas BBQ is thrilled to be featured on the competitive eating circuit,” said Kristin Irvin, director of restaurants at H-E-B, via the release. “While it may take 14 hours to smoke our all-natural beef brisket, we look forward to seeing how quickly these barbecue sandwiches will be devoured.”

Once the concept fires up in Austin, guests will be well-served by chewing a little slower.