Burger King announced this week a $190 burger available only in London. This is the world’s most expensive burger. According to Burger King, it is made from Wagyu beef, topped with white truffles and Pata Negra ham (which owes its nutty flavor to the fact that the pigs are fed on acorns), the burger nestles in a bun spread with organic-white-wine-and-shallot-infused mayonnaise, plus pink Himalayan rock salt, and dusted on top with Iranian saffron. It is served with Cristal champagne onion straws (inspired by the “angry lobster” dish at David Burke & Donatella Manhattan restaurant) and a garnish of lamb’s lettuce.
This burger is an attempt at creating press (of course) but also an ultra premium item that distinguishes the brand. The micro-brew, Sam Adams, has done a similar thing with a version of their beer that is more cognac than beer. The bottle sells for $100 and is supposed to be consumed at room temperature and sipped.
I think the take-away here is that these brands are, in addition to creating a calling card type product, they are also trying to send a message of reverse compatibility. By that I mean, if they can successfully create a super premium product for very discerning tastes (and wallets) then they should EASILY be able to create a run-of-the-mill burger or beer for us regular Joe’s.
This week marks the first full week of Wrapping Broward Community College, one of the largest community colleges in the country. They have roughly 25,000 users. Reverse compatibility my friends. Reverse compatibility.
Dave Kustin – EVP Marketing, WrapMail
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