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Guy Fieri finally revealed the origin of his signature catchphrase, "Flavortown," nearly two decades after popularizing the tagline.
The beloved Diners, Drive-Ins, and Dives host appeared on Wednesday's (February 26) episode of The Late Show with Stephen Colbert to discuss all things "Flavortown," including its humble beginning, evolution, and governing body.
"Flavortown was this mythical place that [I’d go] every time I’d try something really great. [I] said, 'Look at this thing! It’s like the steering wheel on the bus going to Flavortown," he quipped, referring to a pizza. "That's all I said!"
The standout continued, shining a bright spotlight on how quickly the phrase took off.
"I said it a couple of other times about a manhole cover in Flavortown, and then people started walking up in airports, going, "Hey! Flavortown!' And then, someone yelled at me, 'It's the Mayor of Flavortown!' I became the mayor but somebody appointed my son as The Prince of Flavortown."
Fieri used the catchy term so much that his film crew questioned him about it.
"You keep repeating this Flavortown thing," they told him... and thus began the rise of all things "Flavortown."
According to People, the Food Network host now owns a cookware brand, sauce lines, and a handful of restaurants named after the storied destination.
Fieri also sat down with iHeartRadio's Elvis Duran and the Morning Show on Friday (February 28) to talk about his sudden-death culinary contest, Tournaments of Champions, with new episodes premiering in March!
Check out the latest episode of Elvis Duran and the Morning Show ON DEMAND on iHeartRadio, and watch Fieri zoom in on all things "Flavortown" with Stephen Colbert below.