There was no food served at the original Billy Goat tavern on Madison Street, but on the day the Goat opens on Hubbard Street its most popular menu item is one that is referred to as a “double-hamburger-on-toasted-roll-with-chopped-onions-and-relish.”

But with Sam working the grill, the place begins to echo with his distinctive pitch to customers walking down the stairs: “Cheezborger, Cheezborger! No fries, chips! No Pepsi, Coke!