Better Burgers Aims to Be New Zealand's Answer to In-N-Out
Rebecca Byers — June 18, 2015 — Marketing
References: 485design.co.nz & thedieline
Aiming to become New Zealand's answer to In-N-Out, this new casual chain elevates its introduction to market through the use of upscale burger branding that distances itself from the negative connotation of fast food. Better Burger tapped the creative team at Auckland-based 485 Design to create a dynamic visual identity.
Meeting growing consumer desire for real, nutritious ingredients, Better Burger has widened its appeal by using entirely fresh, local ingredients in its food, which of course leads to a better tasting meal.
The retail concept forwarded by Better Burger is similarly down to earth, with a camp-inspired atmosphere that features plenty of wood and even astroturf. The spaces also feature vintage chairs and tables that inspire a feeling of rustic elegance.
Meeting growing consumer desire for real, nutritious ingredients, Better Burger has widened its appeal by using entirely fresh, local ingredients in its food, which of course leads to a better tasting meal.
The retail concept forwarded by Better Burger is similarly down to earth, with a camp-inspired atmosphere that features plenty of wood and even astroturf. The spaces also feature vintage chairs and tables that inspire a feeling of rustic elegance.
Trend Themes
1. Upscale Burger Branding - Opportunity for fast food chains to elevate their brand image and appeal to health-conscious consumers through the use of upscale burger branding.
2. Real and Fresh Ingredients - Opportunity for restaurants to meet the growing consumer desire for real, nutritious ingredients by using entirely fresh, local ingredients in their food.
3. Camp-inspired Retail Concepts - Opportunity for retailers to create unique and immersive shopping experiences by incorporating camp-inspired atmospheres with natural elements and rustic elegance.
Industry Implications
1. Fast Food Chains - Fast food chains can tap into the upscale burger branding trend to attract health-conscious customers and differentiate themselves from competitors.
2. Restaurants - Restaurants can seize the opportunity to cater to the demand for real and fresh ingredients, offering healthier and more satisfying dining options.
3. Retail - Retailers can create disruptive shopping experiences by embracing the camp-inspired retail concept trend, providing a unique and memorable environment for customers.
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