Everybody was coming to see “Otis” anyway!

Viral pitmaster Walter “Unc” Johnson — widely known online as “Mr. Tendernism” — is striking out on his own after being let go from his former employer. 

Johnson confirmed the split in an Instagram video and told followers plainly, “No, I’m not with Destination Smokehouse. I’m with Tendernism now. I had to go on my own so that way I can do what I have to do. It is what it is.” He added, “When things happen, you don’t get mad. You just take another step, get glad and praise the Lord ya still living. I’m finna tenderize the world, now. They should have never.” 

Johnson’s rise came after viral videos showing his pitmaster technique — meat so tender it fell off the bone — drew national attention and long lines to the restaurant. His popularity prompted celebrity attention (including visits and offers) and collaborations with creators. At one point, Keith Lee attempted to give Johnson a $4,000 tip but was turned away by venue security. The viral attention also triggered a trademark dispute. Johnson’s signature “tendernism” moniker became the subject of separate trademark filings by his former employer and an attorney months earlier. 

After leaving the restaurant, Johnson said he’s already working as a private chef — notably serving the Isley Brothers shortly after his departure — and he vowed to bring his “tendernism” brand to a broader audience. Johnson asked his more than 180,000 Instagram followers which city has the best BBQ, signaling plans to travel and capitalize on the momentum. “I’m finna tenderize the world,” Johnson said. His social clips, GoFundMe, and book-now energy suggest that fans can expect pop-ups, private events, and touring appearances. 

Johnson’s public decision to “go on my own” and the lingering trademark questions illustrate the tension between fame creating opportunity and questions about who owns a moment — the person who created it or the platform that amplified it?