Nation’s Restaurant News: Red Robin Launched ‘Let’s Burger’ Campaign

Copy editors will not be happy with the new Red Robin Gourmet Burgers and Brew marketing campaign. “Burgering” is a new grammar-bending initiative that the brand introduced on Monday, according to a recent Nation’s Restaurant News article. The campaign titled “Let’s Burger” aims to make burgers more than just something to eat. As a verb, “burgering” is an action that appeals to diners of all ages.

“The Red Robin experience goes far beyond the burger itself. It’s about inviting people to let go, lean in, and take their time enjoying the things that make Red Robin unique,” said Jonathan Muhtar, Red Robin senior vice president and chief marketing officer, in a statement.

Across all channels—social media, digital video, and TV ads—the campaign includes a new website that has been created with The Onion, named The Onion Ring. The site celebrates burger culture with humor with articles like, “Nation in Awe of Server Who Didn’t Write Down Order But Still Had Everything Come Out Correctly.”

Along with the website, the company has launched Snapchat geofilters that allow a user to look at themselves as a burger head. This fun and light-hearted approach attempts to boost brand awareness for Red Robin as they try to gain more momentum after a slow second quarter.

“We must improve our top-of-mind awareness,” Denny Marie Post, CEO, said at the time. “When we are considered, we win.”