I love my coupons. I clip ‘em from the Sunday paper, rip ‘em from the Entertainment Book and download ‘em from the internet before I head out to go shopping. But I think I just might draw the line at tattooing one on my body.

Yes folks, you read that right. Melt Bar & Grilled, a suburban Cleveland restaurant specializing in gourmet grilled cheese sandwiches, is gaining national media attention by offering a lifetime 25% discount to any customer sporting a grilled cheese tattoo.

When I first heard about this unique promo, my initial thought was that it was an extremely clever shtick, but one that would never actually take off. Because, well, who the hell is crazy enough to get a tattoo of a grilled cheese sandwich? Apparently, a lot of people. Check out this photo gallery of hardcore Melt fans who took the ultimate plunge.

As someone in the advertising biz, I’m honestly floored by the degree of brand loyalty shown by Melt patrons. But, as a disclaimer, I have to say that I still haven’t eaten at Melt. (Yes, I’ve lived in Cleveland for almost five years now, but, in my defense, the wait can easily be over an hour, even on a weekday.) Maybe once I actually get to taste one of their legendary sandwiches, I’ll change my mind and get a tattoo myself. A temporary tattoo, that is… I’m deathly afraid of needles!