If you’ve spent even five minutes on TikTok, Instagram Reels, or YouTube Shorts lately, chances are you’ve heard the word “Tendernism.” It’s become one of the internet’s biggest food-driven catchphrases, and according to a recent Forbes piece, the trend didn’t just go viral. It turned into a full-on cultural movement in 2025, spreading far beyond barbecue into everyday slang and storytelling. At the center of it all is a Southern California smokehouse that has become a must-visit destination, and many people don’t realize it’s founded and operated by an Armenian entrepreneur.
That business is Destination Smokehouse & Eatery, and it’s run by Nicholas Ara Yepremian, the Armenian owner and pitmaster behind the brand that’s now widely associated with “Tendernism.”
From A Family Coffee Shop To A Viral Smokehouse
Destination Smokehouse’s story started humbly, beginning as a family coffee shop opened in Hemet, California in 2016. In January 2019, Nicholas Yepremian took over, expanded the menu, and began evolving the business into a full restaurant experience.
Then came the turning point. In early 2020, Walter Johnson, a chef known today by fans as “Mr. Tendernism,” joined the operation and helped introduce the concept that would reshape the entire business. Barbecue. As the pandemic disrupted normal operations, the team simplified the menu and began hosting BBQ-focused events, which quickly drew crowds and created momentum that never slowed down.
How “Tendernism” Became A Movement
“Tendernism” began as a fun, hyper-specific way of describing the tenderness of perfectly smoked meat, but it became unforgettable because it wasn’t just said. It was proven on camera. Brisket breaking apart effortlessly. Oxtails sliding off the bone. Beef ribs moving like silk. That visual reaction, paired with Walter Johnson’s expressive delivery, turned the word into a signature moment that the internet couldn’t stop remixing.
As the trend grew, fans started calling Destination Smokehouse the “Tendernism Capital of the World,” and food creators began traveling hours just to experience it for themselves.
Today, Destination Smokehouse’s menu reflects the kind of bold, indulgent comfort food that thrives online. Brisket, ribs, oxtails, mac and cheese, burgers, and more, all presented in an almost theatrical way that makes it instantly shareable.
An Armenian Success Story In The Heart Of Southern California
While “Tendernism” has become a global internet phrase, the foundation of Destination Smokehouse’s rise remains simple. Strong vision, consistency, and an obsession with quality. Nicholas Yepremian has publicly identified himself as the business’s owner and pitmaster, and the restaurant’s origin story is rooted in the Yepremian family’s hard work and entrepreneurial drive.
With locations serving customers in Murrieta and Hemet, Destination Smokehouse has become one of Southern California’s most talked-about BBQ destinations, and its viral fame continues to grow.
For the Armenian community, it’s another reminder of how Armenian-owned businesses continue to make their mark in unexpected industries, even in spaces traditionally dominated by other cultures. The story of Destination Smokehouse is more than a viral food trend. It’s a real entrepreneurial success story happening in real time.
And if the internet is right… That’s Tendernism.
