Meet RoboBurger, The World’s First Burger Chef in a Box
A small garage start-up developed a new back-end technology where a vending size unit can fully autonomously grill, assembly and serve a fresh burger. I was brought on to give it a name, face and make it into a consumer facing product and launch it.
Problem:
Changing consumer’s perception that an amazing burger can come out of a vending machine format.
Launching our product on US and global markets on a (very) tight budget.
Idea:
The idea: It’s not a vending machine, it’s a robotic burger chef in a box.
Product name: RoboBurger
Launch:
We decided to launch with a product demo that TV stations and news outlets would be able to pickup and run on the news with our key messaging and desired footage.
Results:
The Late Night Tonight With Jimmy Fallon, The Drew Barrymore Show, Good Day New York,
Fox 5, Today, The Talk, USA Today, GQ France , Fox 5 News Atlanta , Fox 5 News New York , Cheddar News Live
Daily Mail , Thrillist , Time Out New York , Hypebeast, The Washington Times, 7 News Miami, Fox Business , Metro , CNET, News Channel 8 ,Today , ABC 7 and many more.
Metrics:
4.4 Billion Media Reach In Over 50 countries
$39.2 Million Earned Media
3750 TV Segments & Press Articles
3200% Increase In Site Traffic
4100% Increase In Product Inquiries
$0 Spent On Media
source: Meltwater Report
OOH
How do we launch the RoboBurger brand, give it credibility while differentiating it from its competitors, and appeal to burger lovers everywhere?
Can a burger come out of a vending machine AND taste good? Only if it’s made by our robo-chef.
To drive awareness and change the perception of food made in a vending format, we decided to focus on the quality of our burger and the magic of the experience. We placed the OOH ads in close vicinity with each of our units.
Social & Video OOH
Launch Demo Video
In world full of fake news, our product seemed too good to be true.
We decided to keep our launch video simple and believable, in a demo-like format.
World, meet the first burger chef in a box.
The video was a crucial part of the PR Package. The intent was to create a real product demo that TV stations would be able to pickup and run on the news.
Product Design
I worked closely with the engineering and production design team to make sure the complex unit
can have a small and practical design.
We opted for a red unit with a big touch screen for ordering and promoting the product.
The RoboBurger Interface
For the ordering screen interface we wanted to be as iconic as “Press Button, Get Burger”
but we added a few steps in between.
Logo Design
We wanted the logo to speak for itself, so we used a combination of gooey,
script font combined with a more square, robotic one, all encased in a burger shape.
The RoboBurger App
The goal of building the RoboBurger App was to keep the familiarity of our unit’s interface in a mobile format.
