Mcdonald's Chicago is Having People to Build a Burger to Make the Menu
Laura McQuarrie — August 4, 2015 — Marketing
References: burgerbuildoff & brandeating
'Chicagoland's Burger Build Off' is a McDonald's contest exclusive to the city of Chicago, which challenges people to build a burger that could be a new addition to McDonald's menu.
On the Burger Build-Off website, people have the chance to create a new burger using ingredients that have never before appeared on fast food burgers served at this chain, such as fresh apple slices or pretzel buns. Components of the burger to be customized by participants include their choice of bun, patty, toppings, cheese, sauce and vegetables.
After naming the custom burger and sharing it on social media to help it earn votes, the two winning burgers will be announced mid-September at participating McDonald's locations in Chicago and Northwest Indiana. As well as being able to boast that their custom burger will be sold through McDonald's, winners will receive a $5,000 prize and a trip to Universal Orlando.
On the Burger Build-Off website, people have the chance to create a new burger using ingredients that have never before appeared on fast food burgers served at this chain, such as fresh apple slices or pretzel buns. Components of the burger to be customized by participants include their choice of bun, patty, toppings, cheese, sauce and vegetables.
After naming the custom burger and sharing it on social media to help it earn votes, the two winning burgers will be announced mid-September at participating McDonald's locations in Chicago and Northwest Indiana. As well as being able to boast that their custom burger will be sold through McDonald's, winners will receive a $5,000 prize and a trip to Universal Orlando.
Trend Themes
1. Burger-building Contests - Disruptive innovation opportunity: Engage customers in the product development process by allowing them to create custom burgers with unique ingredients and flavors.
2. Menu Customization - Disruptive innovation opportunity: Offer customers the ability to personalize their menu items, creating a unique dining experience and fostering loyalty.
3. Social Media Promotion - Disruptive innovation opportunity: Utilize social media platforms to encourage customer engagement, generate buzz, and enhance brand visibility.
Industry Implications
1. Fast Food - Disruptive innovation opportunity: Introduce customizable menu options and interactive experiences to drive customer interest and differentiate from competitors.
2. Hospitality - Disruptive innovation opportunity: Incorporate interactive contests and promotions to enhance guest experiences and increase customer satisfaction.
3. Marketing and Advertising - Disruptive innovation opportunity: Develop creative social media campaigns to leverage user-generated content and create brand advocates.
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