MikeBurger Madness runs from July 18 – August 26, 2010: Mr Mikes’ aims to raise $50,000 for local charities!
Not many places in BC can say they’ve been making the same burger for 50 years. Well Mr Mikes steakhouse chain can, and are celebrating their 50th anniversary this year by highlighting an original menu item: the MikeBurger. Fifty years later, they are still making MikeBurgers and now are giving back to local charities through the sale of each MikeBurger.
At their head office in Vancouver recently, I chatted with Claire Booth, Vice President of Brand Strategy, to learn more about Mr Mikes story and this anniversary campaign.
What is the story behind Mr.Mike’s? It was a coupe of brothers. It was on Granville st. [911 Granville St to be exact]. They started off with this ‘steak for everyone’ making steak inexpensive. And they had this salad bar concept and when people think back to the Mr.Mikes they know and love, they think about the salad bar. They remember the baked potato wrapped in foil. ….But times have changed and we’ve moved on. Comparable to other steakhouses, our steaks are much better quality now. There is no story to the name though. [Just the name the brothers chose]
Tell me more about MikeBurger Madness? This is our 50th anniversary campaign. We wanted it to be community focused. We wanted to highlight out MikeBurger because that is the only product that is still on our menu from 50 years ago. It is the same MikeBurger served in the same way. So we wanted to make that the focus. …[It was key for us] to ensure we were giving back the community that is supporting us. …We aim to sell 50,000 MikeBurgers, and so far we are on track, we’ve already sold over 11,000 [as of day nine of the six-week campaign].
What are the franchises saying about MikeBurger Madness? They are really supportive. Corporate office is going to match the winner [most sold burgers], so if the winner manages to raise $5000 then we’ll match it. A great example is Dawson Creek, they are using the money to go towards building the community a new water park. Chilliwack is also a good example, they sold the most MikeBurgers on the first day [and are going strong still].
On a personal note, have you always worked in the food industry? [Claire joined the Mr. Mikes earlier this year, but has always worked in food related industries] I really enjoy working in the food & beverage world. You’ve got to be so cutting edge and so aware of what’s going on competitively. …It keeps you on your toes, because there are so many trends when it comes to food and beverage.
…Working for a company like Mr.Mikes, and being so community focused, you can’t help but have a good time at work as well. Because what you are doing is bringing joy to other people so it reflects in the corporate culture as well.
Can you describe a MikeBurger? It’s different from other hamburgers. Its one of those foods that Mr.Mikes is known for. …It comes on a garlic buttered toast, and the bun itself is a piece of French loaf. A large oval beef patty, our special sauce and served with fries. Its one of those burgers that you bite in and it is just messy, yummy, and rich! You have to try one if you haven’t! There are different types as well, I just described the Classic MikeBurger, but there is the Bacon, Avalanche, or Mushroom MikeBurger too.
The massive MikeBurger experience is worth the trip to Langley, Coquitlam, or Surrey for GVRD residents. Summer is the perfect time to explore new places, burgers, and give back to charity as well!