Crowdsourcing Hamburger Recipes
You can bet your bottom dollar that by the time you’ve read this post thousands of people will have uploaded pictures of food to their social media profiles.
There is a huge appetite for this food photography trend and among the snaps of restaurant meals and chocolate covered desserts will be pictures of customised burgers.
Such fan photos have given Canada’s South Street Burger Company an idea, crowdsource burger recipes.
The gourmet burger chain has created its “Not-So-Secret” menu, featuring four new sandwiches that originated with the crowd, such as the South St. Chicken Club (a club sandwich with grilled chicken breast, bacon, cheese, tomatoes lettuce and garlic mayo).
The company is not the first fast-food outlet to crowdsource burger ideas. Last year in the UK, McDonalds launched a competition for people to design their “dream beef burger”. They received 98,000 recipes which were whittled down to a top 11 by public voting. A judging panel then selected five recipes that went on sale across the UK’s 1,200 McDonald’s stores.
Marketing Buzz
Crowdsourcing or co-creating with consumers in this way has found favor among numerous food and drinks brands, such as Ben & Jerry’s and Dunkin’ Donuts. And it’s easy to see why. In addition to being a trawl for new ideas, it increases engagement with customers, giving them more of a say in what they want to consume.
Plus, crowdsourcing, especially in the form of competitions is a great way of generating some marketing buzz. And with the convenience of social media, it is relatively straightforward to solicit consumer input.
Reader Comments
I would be very pleased to have that burger right now.
Posted by Jonathan Rieder on November 9, 2015
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