Blair River, 29, who shot to fame for being a spokesman for the Heart Attack Grill in Chandler, Ariz., died on Tuesday.
He was 6-foot-8 and weighed about 575 pounds, according to USA Today.
The Heart Attack Grill specialized in thick hamburgers and fries and Blair helped make them famous.
The cause of death is pneumonia, according to various media outlets.
"Heart Attack Grill is an unabashedly unhealthy restaurant — the menu consists of huge burgers, milkshakes and fries cooked in lard — and having such a big man as a spokesman was part of its tongue in cheek glorification of obesity," reports USA Today.
Jon Basso, Heart Attack Grill founder, got to know River, first as a customer then as the grill's spokesman.
"Cynical people might think this (River's death) is funny," Basso told The Arizona Republic. "But people who knew him are crying their eyes out. There is a lot of mourning going on around here. You couldn't have found a better person."
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