Viral BBQ Star ‘Unc’ wins rights to “Tenderism” after trademark dispute

CALIFORNIA — Walter “Unc” Johnson Sr., the California pitmaster who went viral for his signature “tenderism,” has secured the trademark rights to the phrase after a months‑long dispute.

Walter Johnson Mr. Tenderism: A Viral Rise That Reshaped a Local Restaurant

Johnson built a massive following online by showcasing ribs, oxtails, and brisket that slipped clean off the bone. He sealed each reveal with an over‑the‑top tenderness test he proudly called “Tenderism.”

His videos drew millions of views and helped transform Destination Smokehouse in Murrieta, California, from a small coffee shop into a viral food destination.

His popularity also caught the attention of creators like Jordan The Stallion and food critic Keith Lee, who attempted to tip Johnson $4,000 during a visit. Security turned Lee away, which only fueled more public interest in Johnson’s story.

Fans often assumed Johnson owned the restaurant. However, Harris worked as an employee until his departure in early 2026.

Walter Johnson Mr. Tenderism Leaves Destination Smokehouse

Johnson confirmed in a recent Instagram video that he no longer works at Destination Smokehouse. He did not share the reason for his exit but said he planned to continue building his brand.

“No, I’m not,” he said when asked if he still worked there. “I’m with Tenderism now. I had to go on my own so I can do what I have to do.”

He thanked supporters and said he planned to “tenderize the world.”

Destination Smokehouse’s Yepremian addressed those claims in a video on Instagram, saying, “Walter was never asked to leave. The application to register the trademark for tendernism was not filed without his knowledge. Walter was an early source of inspiration for me, and Tendernism was not filed without his knowledge.”

He added, “Walter was an early source of inspiration for me and I’ve always been grateful for that. We’ve shared so many genuine moments together, talking about barbecue and bonding over the craft that we both love. These moments were filled with camaraderie and mutual respect. I’m proud of Walter for having the courage to go after his own dreams. It takes heart. I respect anyone who chooses to build something of their own, and I wish him nothing but the best.”

Trademark Dispute Ends in Johnson’s Favor

The phrase “tenderism” became central to a trademark conflict involving Johnson’s former employer and North Carolina attorney Kenneth Harris, who filed separate applications in November 2025. On Nov. 21, 2025, attorney Harris filed two trademark applications for TENDERNISM, both on an Intent-to-Use (ITU) basis. The filings came weeks before Destination Smokehouse submitted its own.

It’s unclear why Harris filed a trademark application. Many public comments speculated he intended to offer the trademark to Johnson although those claims are unconfirmed.

Meanwhile, the dispute created confusion among fans and raised questions about who owned the brand.

Now, the issue is resolved. The attorney won the rights to the trademark and has officially transferred the rights to Johnson, clearing the way for him to build his own business under the Tenderism name.

Johnson posted an Instagram video with Harris confirming the trademark ownership is official.

GoFundMe campaign

Upon Johnson announcing his departure from Destination Smokehouse, Johnson’s manager created a GoFundMe.

The page outlines Johnson’s plans for a food truck and a traveling platform that will spotlight small, locally owned BBQ and soul food spots. The campaign has already raised more than $70,000.

New Opportunities Ahead

Johnson’s growing visibility has already attracted celebrity clients. His recent private event with the Isley Brothers signaled his shift toward independent work and national bookings

For now, Johnson continues to travel, cook, and share the style that made him a viral sensation. With the trademark secured, he appears ready to expand Tenderism far beyond social media.