Razor Branding Blog

4food's W(hole) Burger Builds Brand

4food is a quick service restaurant concept that is launching in New York in September.  Sure, it's burgers.  But with a twist. 

The biggest difference is the food.  They are super focused on healthy natural food, you can check out their Credo to learn more about the do's and don'ts of how healthy the food is.  But its not just the ingredients that make the difference.  The 4food burger isn't shaped like anyone else.  The meat pattie is built like a donut and the center is filled with a scoop of vegetable goodness. 

Inside the restaurant is a large interactive screen that displays whenever someone checks in via Foursquare or Tweets about the restaurant.  Another great interactive consumer experience is the ordering method.  As Rex Sorgatz from 4food explains,

"People will be encouraged to create their orders online. Customers who create accounts on the 4Food.com website will be given simple customization offers that can produce millions of outcomes. Once a food choice is created, the customer can schedule a pick-up time. If the customer chooses to name their creation ("The Yoko Ono Burger"), they can market it and receive $.25 in store credit for every customized burger they sell."

Who doesn't want their name on a menu item - it's the ultimate status symbol.  By empowering consumers to become brand advocates and spread the word they will be able to build their word of mouth quickly and make it easy for consumers to market to their circle of influence. 

If you want to learn how you can use social media to build your brand, feel free to download the ebook.