What is it about Fogo de Chão that got it chosen the city's best steakhouse for the fourth consecutive year? The main reason is obvious: the quality of its prime cuts. Just tasting a morsel of flank steak is enough to understand why the venue is heaven for all insatiable carnivores.
The excellence is repeated in side dishes such as the light fried manioc balls, the salad bars (with their fat palm hearts —soft, exotic, pornographic) and the formidable wine list.
The less obvious reason is the intense marketing that has etched Fogo de Chão into the minds of Paulistanos as a synonym for a first class rodízio (an all you can eat system in which waiters serve platters at the table).
It's the strength of the brand that allows the chain to charge prices as fat and pornographic as its palm hearts.