Gourmet Burger Kitchen (GBK) was the first of the gourmet burger restaurants, launching in London in 2001. Trouble is 15 years later, a new burger restaurant opens every other week and instagramming your burger at the newest kid on the block is the ultimate status symbol, showing you’re in the know.
GBK needed something that would get its target consumer talking again – we needed to give them engaging, irreverent content which would resonate and start conversations – after all, we knew they still loved GBK burgers, they just weren’t talking about GBK.
In response, Citizen produced the first of a Bi-annual series, ‘The First Bite’ – an irreverent guide to all things burger, with tasty titbits of burger trivia and a cover star interview with Will Dean, founder of Tough Mudder and a true trailblazer, embodying the same traits as GBK itself, a pioneering perfectionist.
60,000 copies were published and distributed, not just through GBK’s own restaurants but also nearby independent boutiques and record stores throughout the country – anywhere we knew our target audience were going to be.
In the month that followed the placement of the magazines, GBK’s Twitter account saw a 17% rise in engagement, using hashtags featured in the magazine and retweets and favourites to associated feature posts. Further qualitative research showed a 15% rise in GBK being selected as ‘favourite restaurant’ from a list of over 40 high street restaurant chains with the key target audience of 21 – 35 year old guys.