Americans disagree on almost everything, but food has a unique way of bringing people together. 
The double meaning of "beef" is used to show how beef can both divide and unite us. People in heated disagreements suddenly find themselves face-to-face with a single Bar-S  hot dog. Whether it's rival fans, people from opposite walks of life, or a couple in the midst of divorce, the hot dog is the one thing both can settle on, turning conflict into connection. 
Bar-S is not a compromise, but rather what sparks compromise. 
BAR-S is challenging people everywhere to SETTLE THEIR BEEF.
SETTLE YOUR BEEF.™
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