Burger King Thailand is looking to go viral with its new Hashtag Burger and Hashtag Fries.
While the new Hashtag Burger and Hashtag Fries may be inspired by the common online shorthand, the new dishes are taking a cheeky approach to the symbol. Instead of an actual hashtag, both dishes are made with waffles fries, which have a crosshatch design that's similar to a hashtag. The Hashtag Fries are your standard waffle fries made with potatoes imported from the US. The Hashtag Burger features a flame-grilled 100 percent Australian beef patty, topped with some of the same Hashtag Fries, along with American cheese, creamy mayo, and smoky BBQ sauce.
Both of the new offerings are available from participating Burger King locations across Thailand for a limited time.
Social Media-Themed Burgers
Burger King Thailand is Selling Hashtag Burger and Hashtag Fries
Trend Themes
1. Social Media-themed Food - The trend of incorporating social media elements into food can be expanded to other fast food chains and restaurants beyond Burger King, providing new opportunities for marketing and branding innovations.
2. Creative Use of Food Design - The use of waffles fries as a design element in the Hashtag Burger and Hashtag Fries presents an opportunity for other food establishments to creatively experiment with food aesthetics in their menu items.
3. Regional Food Adaptation - The localization of Burger King's new offerings in Thailand based on the popularity of waffle fries in the US presents an opportunity for multinational fast food chains to adapt their menu items to regional food preferences and tastes.
Industry Implications
1. Fast Food Industry - The trend of incorporating social media elements into food can be an opportunity for fast food chains to attract younger demographics and offer unique menu items for a limited time to keep up consumer interest and relevance.
2. Food and Design Industry - The use of food design elements such as waffle fries in the Hashtag Burger and Hashtag Fries can inspire food and graphic designers to seek new collaborations and create new designs for food presentation and product packaging.
3. Global Food Industry - The localization of Burger King's menu items in Thailand can present an opportunity for multinational fast food chains to study local food preferences and adapt their menu offerings accordingly to increase their market share and consumer acceptance.