AT A GLANCE
• Viral pitmaster Walter “Unc” Johnson is going solo after rising to internet fame with his signature barbecue style known as “Tendernism.”
• Johnson confirmed that the trademark process for “Tendernism” is underway after attorney Kenneth Harris agreed to transfer the mark to him.
• The catchphrase became a viral sensation in 2025, drawing thousands of customers to Destination Smokehouse in Murrieta, California.
• Johnson has raised more than $50,000 from supporters and is now planning to take his barbecue brand nationwide.
Viral BBQ Star Walter “Unc” Johnson Goes Solo As Mr. Tendernism Secures Trademark And Expands His Brand
Walter “Unc” Johnson, the California pitmaster who became a viral sensation in 2025 thanks to his signature barbecue style known as “Tendernism,” is officially stepping out on his own.
Just days after announcing plans to take his barbecue brand worldwide, Johnson confirmed that the trademark process for “Tendernism” is underway, marking a major milestone in his effort to build an independent business around the phrase he made famous.
The development follows months of online debate over who should own the viral catchphrase. Now, Johnson appears to be closer than ever to securing control of the brand tied to his name.
The move signals the next chapter for the pitmaster affectionately known online as “Unc,” whose charismatic cooking videos transformed him from a restaurant employee into one of social media’s most recognizable barbecue personalities.
A Trademark Battle That Captured Social Media’s Attention
The phrase “Tendernism” sits at the center of Johnson’s viral success and the legal conversation surrounding it.
In November 2025, attorney Kenneth Harris filed two trademark applications for the term on an intent to use basis. The filings sparked discussion online, with many supporters arguing the phrase should belong to Johnson, the man who introduced it to millions of viewers through his barbecue videos.
Harris later met with Johnson after acknowledging he had not used the mark in commerce.
In a video posted Tuesday on Instagram, Johnson appeared alongside Harris as they confirmed plans to move forward with transferring the trademark to him.
“Things have been happening, God is good,” Johnson said in the video. “It wouldn’t have happened if it weren’t for you. And now look at it. A long time coming.”
Harris agreed, telling Johnson the phrase rightfully belonged to him.
“You deserve it, you created it,” Harris said. “It’s an honor to begin the process of transferring the trademark.”
For Johnson’s supporters, the moment represented validation after months of speculation and debate online.
Johnson Thanks His Growing Fan Base
Johnson shared the news with his followers in an Instagram caption celebrating the milestone.
“Family… this moment means a lot to me,” he wrote to his more than 230,000 followers. “We started the process of bringing the Tendernism trademark home where it belongs. God is good and I appreciate every one of y’all that’s been supporting this journey. Booyah.”
The response from fans was immediate. Thousands of comments flooded his post celebrating the development and encouraging Johnson as he transitions into an independent entrepreneur.
Many supporters had spent months advocating online for Johnson to gain ownership of the phrase that helped launch his career.
Departure From Destination Smokehouse
Johnson’s solo journey follows his departure from Destination Smokehouse, the Murrieta, California restaurant where he gained national attention.
Despite the viral fame and the surge of customers that followed, Johnson confirmed through social media that he is no longer employed at the restaurant.
In an Instagram video responding to questions from followers, Johnson addressed his employment status directly.
“No, I’m not,” Johnson said when asked if he still worked at the restaurant. “I’m with Tenderism now. I had to go on my own so that way I can do what I have to do.”
He added that he remained optimistic about the future.
“It is what it is. When things happen, you don’t get mad. You just take another step, get glad and praise the Lord ya still living,” Johnson said. “I’m finna tenderize the world now. They should have never.”
Following the announcement, supporters launched a GoFundMe campaign to help Johnson build his independent business. The fundraiser has already surpassed $50,000.
Restaurant Owner Responds To Online Claims
Some supporters suggested online that Johnson had been fired from the restaurant, though the restaurant’s owner offered a different explanation.
In a video posted to Instagram, Destination Smokehouse owner Nick Yepremian said Johnson had not been asked to leave.
“Walter was never asked to leave,” Yepremian said. “The application to register the trademark for Tendernism was not filed without his knowledge.”
Yepremian also praised Johnson’s role in the restaurant’s growth.
“Walter was an early source of inspiration for me and I’ve always been grateful for that,” he said. “We’ve shared so many genuine moments together talking about barbecue and bonding over the craft that we both love.”
He added that he respected Johnson’s decision to pursue his own venture.
“I’m proud of Walter for having the courage to go after his own dreams. It takes heart,” Yepremian said. “I respect anyone who chooses to build something of their own, and I wish him nothing but the best.”
The Viral Rise Of “Tendernism”
Johnson’s internet fame began with short form cooking videos that highlighted his barbecue skills.
In clip after clip, he would pull ribs from the grill, slice into brisket, or break apart chicken so tender it nearly fell off the bone. His delivery was calm, confident and unmistakably charismatic.
At the end of each demonstration, Johnson would often smile and declare the result “Tendernism.” The phrase quickly became a signature catchphrase.
Videos of Johnson slicing into racks of ribs amassed millions of views across TikTok and Instagram, turning him into a viral food personality almost overnight. Customers began lining up outside Destination Smokehouse hoping to see the pitmaster behind the viral clips.
Johnson’s influence became undeniable as some fans even assumed he owned the restaurant, though he did not.
A $4,000 Tip That Went Viral
Johnson’s growing fame also caught the attention of prominent food influencers.
Keith Lee, one of social media’s most well known food critics, visited the restaurant with plans to tip Johnson $4,000 for his barbecue skills.
However, Lee said he was unable to meet Johnson during the visit.
“We could not get to Unc,” Lee said in a TikTok video that quickly circulated online. “Security said he was done for the day. I believe he was filming something. We had $4,000 in cash they didn’t take.”
The clip further amplified Johnson’s popularity and fueled curiosity about the man behind the viral barbecue videos.
From Viral Chef To Independent Brand
Johnson’s rise reflects a broader shift in the digital food economy.
Social media has allowed chefs to build personal brands that extend beyond the restaurants where they work. Viral personalities can attract followers, sell merchandise, host pop up events and collaborate with businesses nationwide.
Johnson’s nickname “Unc” and his catchphrase “Tendernism” have already become recognizable branding tools.
Securing the trademark could allow Johnson to expand into sauces, merchandise, cookbooks or even his own restaurant concept. The phrase “tenderize the world” has already emerged as a central theme of his messaging.
Cooking For Music Legends
Johnson has already begun expanding his reach. Shortly after announcing his departure from Destination Smokehouse, he was spotted serving as a private chef for legendary R and B group The Isley Brothers.
The appearance demonstrated that Johnson’s brand is already moving beyond his previous single restaurant location gig. Since cooking for celebrities private events, pop ups and collaborations could become the foundation of his independent business model.
What Comes Next For Mr. Tendernism
Johnson says he remains grateful for the support he has received throughout his journey.
He has repeatedly told fans he intends to keep building the brand while staying true to the personality that made him popular.
He has also made one thing clear, this moment is only the beginning.
“I’m finna tenderize the world.”
