So what is it that makes one brand stand out from the others?
In the world of burgers there are a million different brands in the market place. A few giants like Macky-Ds and Burger King stand out with their mega-marketing budgets. Some like Lord of the Fries stand out with their brand personality and unique product offer (you just gotta try the Canadian cheese gravy). And for the other 2,999,997 burger businesses, the big question is: what’s your differentiated point of difference?
A Small Brand with a Big, Bold Personality
If you haven’t met already, I’d like to introduce you to Beatbox Kitchen. For a start, Beatbox is mobile – not mobile like an ap on your iPhone, old school mobile, like it’s a burger store that drives to where the burger eaters are – not the other way round. The Beatbox Burger menu is short but sweet – featuring a Raph burger with grass-fed beef, a Shroom burger (mushrooms) for vegetarians, and fries with “stereo” sauce, ice-cream brownie sandwiches and sweet chai shakes. Nice.
But the most defining feature of the brand is the van itself, which you probably noticed already was shaped like a ghetto blaster, complete with ‘ejecting’ tape deck service windows and creative custom detailing by partner-in-crime, Melbourne artist Beci Orpin. To find wqhere the van is going to be at any time, you’ve got to follow Beatbox via Twitter, or on the website. Beatbox Kitchen has made a habit of turning-up at summer music festivals like Meredith and Falls and has attracted a loyal (and salivating) bunch of beat box, burger-loving followers.
Although all brands want to stand-out in their market, it’s only those with the courage to do something different from the pack that are successful.
As burger brands go, Beatbox has hit three differentiating home runs:
01. The pop-up, mobile format supported by social media connects with the way their market rolls.
02. The menu is still authentic burger but with some tasty unique twists
03. The brand image – the name and unique visual language of the van design mean Beatbox will always stand out from the fast-food crowd.
Spotted on ThreeThousand
- Burger King and Sir Shake-A-Lot (neatorama.com)
- Los Angeles: The Very Good R + D Kitchen Burger Would Be More With Less (aht.seriouseats.com)
- Experimental Burger: BK’s “Stuffed Steakhouse” (pongr.com)