I didn't get it. Food was overwhelmingly spicy and I do like spice just not THAT much. I liked the garlic aoli with the truffle fries; the fries themselves were good but didn't wow me (best truffle fries ever - Canlis in Seattle, WA). I didn't really like my burger, I got the Hell's Kitchen Burger and the meat wasn't really juicy and I was expecting more of a brioche bun. Meh, maybe I was expecting something completely different than what they were offering. Even the atmostphere felt cheap to me though, sticky yellow plastic placemats and dirty paper menus. Service was good. My friends also loved their food and the place but I wasn't feeling it. We were passing by, saw the line and got in it just in time at around 11am and they seated us within 20 minutes. Another fun thing is seeing all the kegs they have by the restaurant/casino/mall entrance.