DESIGNED BY BURGERFUEL REDWOODS

In February 2020, BurgerFuel HQ challenged all 57 stores to get inventive and design a limited-edition burger to be launched as part of the brand’s special burger summer menu, in March 2021. For extra points, stores were asked to provide a supporting marketing spin, with detail around how they would intend to cook, present and promote the burger to their local community.

The team from Rotorua store, BurgerFuel Redwoods, had the winning entry, presenting a stand-out fried chicken burger concept, named the ‘Redwoods Lowrider’, with an on-brand creative bent, inspired by the popular Lowrider car culture.

Though it was a collective effort, Store Manager, Adi Roebuck, lead the project and was particularly supported by fellow staff member, Olivia Williams. With a bit of trial and error in between, they finally landed on their desired final concept, which ultimately won over the judges. 

BurgerFuel’s ‘Mad Burger Scientist’ and Menu Development Manager, Chris Mills, got to work making some minor tweaks to refine the recipe and work with local suppliers on sourcing the ingredients. Two key Redwoods staff members, Adi and Asty were hosted at the Auckland head office secret test kitchen, to work with Mills and get first-hand experience on how their creation would be rolled out nationwide, enjoying a tasting of their final product.