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  • 21-OCT-2025 | Murray’s “Butter Knife Steak” Ad

21-OCT-2025 | Murray’s “Butter Knife Steak” Ad

Author

Dan Bogachek
October 21, 2025

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Murray’s “Butter Knife Steak” Ad

When a restaurant offers something called a Butter Knife Steak, they must have very tender steak. Or very tough butter.

For over forty years, Murray’s has been known for all sorts of wonderful food. But it’s our steaks that have really made a name for themselves.

Our Silver Butter Knife Steak, for example, made its name with the help of the noted food authority Maurice Dreicer on a memorable evening back in 1953.

Mr. Dreicer had ordered Murray’s 28-ounce sirloin. When his waitress presented it to him, he was astonished by the steak’s tenderness. So much so that he found himself speculating, in a moment of whimsy, that it might even be possible to cut it with his butter knife.

And the moment the waitress turned her back, he picked up his butter knife and proceeded to prove it. 🏁

Never claim you’re “the best steak in town.” Because every other steakhouse makes that claim. Just like how every other pizza joint in NYC claims they’re #1.

Way more memorable: create a story. Real characters, with the writing playing out in nearly real time.

Murray’s are the first ones telling this story — now they’re the only legit “butter knife steak” in town. For everyone else, it’s impossible to copy the claim without looking like a knock-off or a try-hard.

So. Create a competition no one else is aware of and demolish the playing field. 1) It creates reputation, and 2) it’s one of the few ad mechanics which come with a built-in moat.