School had just let out early at nearby Brentwood High Friday afternoon when 30 ravenous teens arrived at the local burger joint looking to devour the gooey concoction that is taking the town by storm. One by one they ordered the newest craze here in the Pittsburgh area, a grilled beef patty on a bun topped with bacon, BBQ sauce, ranch dressing and dripping with melted cheddar and provolone cheese.

Introducing the Ben Roethlis-Burger. Pass the napkins.

"It's a sloppy burger that tastes great," said Sam Vuick, a manager and partner of the Brentwood Express take-out eatery. "Demand for it has been very good."

Why wouldn't it be?

In less than half a season, after all, rookie Steelers quarterback Ben Roethlisberger has captured the hearts of the football-mad fans in Steeltown, who continue to eat him up in more ways than one.

And when it comes to football's trigger men, these people know of what they speak.

This is quarterback country where the legendary Dan Marino, Jim Kelly and Joe Montana were born and raised and who forged their talents on the muddy high school fields sprinkled throughout the hills of western Pennsylvania.

Now comes Big Ben, who is from Findlay, Ohio, but has quickly been embraced by the local citizenry.

Demands for anything associated with the Roethlisberger name have swelled in the past month.

For example, Peppi's, another local restaurant, serves up a breakfast sandwich containing beef, sausage, scrambled eggs and American cheese. Also called the Roethlisburger, it goes for $7 US - just like the No. 7 he wears.

There is a spot on the Campbell's Chunky Soup ad campaign. Offers have come into his agent ranging from a Big Ben watch to a cameo appearance in a music video.

"The popularity has been surprising," Roethlisberger said. "When I was drafted by the Steelers I was told how loyal the fans here were, especially when the team was winning. But growing up, you don't expect anything like this."

UNEXPECTED

Of course, the Steelers didn't expect Roethlisberger to have such an immediate impact when they drafted him 11th overall out of Miami (Ohio) this past spring.

Oh, they knew he had all the tools to one day replace incumbent Tommy Maddox. But many expected some growing pains, especially since he had not cut his football teeth at a major college powerhouse.

Yet, Roethlisberger has exhibited amazing poise since stepping in for the injured Maddox. In fact, he is only the third quarterback in NFL history to win his first four starts.

That streak might very well end today when the 5-1 Steelers play host to the unbeaten New England Patriots at Heinz Field. Pats coach Bill Belichick, who has led his team to an NFL-record 21 consecutive victories, is one of the best defensive minds in the game and will use a lot of different schemes in an attempt to rattle the rookie.

"They do throw a lot of things at you," Roethlisberger said. "It's hard to prepare when you don't know what they are going to throw at you."

But there are those who feel he is up to the challenge. Dallas Cowboys coach Bill Parcells, for one, referred to Roethlisberger as "the most promising prospect I've seen in 10 to 15 years."

And imagine if this 22-year-old kid with the crew cut manages to lead his Steelers to victory over a Pats team that has not lost in more than a year?

Heck, in that event, the Roethlis-Burger might even become the official food of the Pittsburgh Steelers.