BEVERLY HILLS -- The USC football team took part in the 'Beef Bowl' at Lawry's The Prime Rib in Beverly Hills yesterday, a day after their Penn State Rose Bowl game rivals indulged their appetites.
The 'Beef Bowl' was conceived of in 1956 by Richard N. Frank shortly after he became Lawry's president, out of a desire "to feed the teams" playing in the Rose Bowl.
Eventually, however, the competition got out of hand, and the event became a kind of "feeding frenzy," the younger Frank said.
Now, the annual tradition is more about everybody having a good time, rather than which team eats the most. And the Trojans did just that.
Beef Bowl attendees are generally allowed seconds, and then no more, though some players do try to skirt that rule. Possibly unaware of the limit, USC All-American linebacker Rey Maualuga said before the event that he would try to eat three portions of prime rib.
"I can never afford coming here paying $50 for a little prime rib, I'm taking every advantage I can," Maualuga said.
USC coach Pete Carroll called the Beef Bowl, "one of the great treats about the Rose Bowl preparation."
Rose Bowl officials call their association with Lawry's the longest bowl- corporate tie. It is older than 29 of this year's 34 bowl games -- all but the Rose, Orange, Cotton, Sugar and Sun bowls.