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, Austin's Circuit of The Americas race track is taking excess to a whole new level.

On November 2, San Antonio- based H-E-B and competitive organization Major League Eating will attempt to break two world records when they host the first-ever 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.

The competition will give the international racing set a chance to taste the famed True Texas BBQ. (San Antonians can already try it at two locations of the chain at 17238 Bulverde Rd. and 10718 Potranco Rd.)

“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.”

Fans looking for a F1 experience of their own can win 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.