Burger King Belgium has taken the unusual move of calling on “Michelin Guide Inspectors” to consider the brand’s Master Burger for a star in its prestigious restaurant rating.
In an open letter, the CEO of the Burger King Belgium Kevin Derycke pointedly asks the inspectors “How many places does your little red book have that serve exceptional dishes that are on the table in five minutes, and where you don’t have to book three months ahead?”
Along with the open letter to Michelin, a petition was published on Burger King social networks and intended for the Michelin Guide. The campaign has already caught Michelin Guide’s attention on social media and one Belgian inspector had a taste of the Master Burger.
We want… no, we need… no, we DESERVE a Michelin star for our Master Angus! Sign this petition and help us get one!https://t.co/zSgpf8dpAX#MichelinStar #MasterAngus #BurgerKing pic.twitter.com/QK2P5OFWjf
— Burger King Belgium Gaming (@BurgerKingBE_GG) September 23, 2020
The campaign is being run across social media, and on billboards as well as through a PR activation inviting journalists & chefs to come and taste the Master Burger in one of the brand’s restaurants.