Aussie gourmet brand Burger Urge is on a mission to find the ‘Ultimate Burger’ in America with the aim of bringing the best US burger recipes back home.
Burger Urge’s Ultimate Burger Quest campaign kicked off in July, with co-founder Sean Carthew and his team landing in New York as the first stop on their journey of famous American burger joint capitals.
Most recently in Nashville – the Tennessee capital known as ‘Music City’ – the campaign also heads to Los Angeles, New Orleans, Austin and Las Vegas.
At each stop, Carthew and the team are documenting their ‘get-under-the-hood’ field research via videos of their taste-tests and kitchen encounters with the chefs behind the famous burger recipes.
Customers can follow their journey and at each stop go online or in store to order the latest burger drop . In September, this was The Nashville Burger, which sold out, like New York.
Burger Urge marketing manager, Carla Torres, said the US quest is just the start of what the brand has planned as a global campaign.
“Burger Urge broke onto the burger scene in 2007 as a trendsetter, not a follower, and this campaign is a reflection of our ongoing drive to innovate,” Torres said.
“We wanted to do something fresh and original to support our store owners as well as spice up our menu and get creative with our customer experience.”
And the results are already speaking for themselves.
The campaign’s first drop of The New York Burger drove incremental sales of more than $200,000 in July and saw Burger Urge’s ‘Bite Club’ loyalty membership numbers skyrocket, with 5,604 new members that month.
“The New York Burger was a huge success across our stores, and The Nashville Burger is on track to be even more popular based on current sales,” Torres said.
The Nashville is a “sweet and smoky homage” to the team at Bad Luck Burger Club in West Nashville, known for its street-style, big-on-flavour smashed burgers.
The New York Burger was recreated in collaboration with the brand’s US partners at Fat Boys Burgers in Manhattan’s Hell’s Kitchen, bringing their signature pastrami-loaded flavours to Burger Urge customers in Australia
As well as driving sales, it also helped one of Burger Urge’s newest stores in the suburb of Ripley in Ipswich in Queensland set a national record. On a single Sunday in July, the Ripley store sold more The New York Burger combos than any other Burger Urge store across the country.
“We’ve had such incredible support from our Burger Urge store owners for the Ultimate Burger Quest and our customers are also enjoying following us on our route and seeing what we discover,” Torres said.
“Next up is Los Angeles, and we’re excited to bring another discovery from our trip to the menu and give our customers a new reason to visit.”
