JKR

Burgerville is an Oregon fast-food chain. They endeavour to feature seasonal, local ingredients in monthly menu items. Here’s their till receipt – complete with a full nutritional breakdown of what you just ordered – talk about putting your deeds where your mouth is.  I doubt whether many of their global competitors would be so keen to pass over a tray of their produce with a full breakdown of what it adds up to in calories, salt etc. And I guess that’s what makes Burgerville different and possibly special. Even if customers choose to ignore the information, the very act of presenting it is in some vague sense reassuring – it shows the chain cares.

We live in a world of over-information and an increasing nanny culture. Nevertheless this kind of behaviour can give a challenger brand a sense of substance lacking in their bigger but perhaps less transparent competitors. They might want to do something about their logo however – it hardly evokes a brand which cares about the quality…