Another writeup can be found here.
Sounds like the Food Wars producers were duped.
How else, exactly, do you think Food Wars/Travel Channel/ANY of these types of shows come up with their ideas? From others...people who contact the producers or the channel.
I'm sure if there's a couple places around you that might make it to Food Wars, DDD, Bizarre Foods, Man vs Food, or any of those types of shows, and you were to contact them, and have others contact them to hype whatever place it is, the producers would at least take a look to see if there's anything worthwhile. They obviously found something worthwhile for Sobelman's vs Bombers. There's no duplicity.
There is, however, lots of media attention, increased traffic for both businesses, and a good draw for The Travel Channel, as well as Milwaukee, in general.
And, FYI, if you think you aren't "duped" every time you watch TV, you need to open your eyes.