March 2018

Question: when you crave food, what kind of food is it? I mean, when you desperately want to go out to eat, what is that special item/dish you are seeking? Mine is pretty simple – A BURGER! I know, pretty pedestrian isn’t it; but when I go out, I am more often than not seeking that perfect burger – not the fast food kind - but the type of burger that you just know you can’t duplicate at home.

As an advertising guy, I can almost describe the whole burger experience in a business format. Seriously!

Let’s start with the bottom bun to support what’s to come. Add the incredibly succulent slab of beef, and then pile on any variety of condiments to complete the artwork. Finally close the deal with the bun on the top. Think about the burger structure – it’s the same for an essay, an ad campaign, a performance review at work…open with a foundational premise; lay out the competing ideas by adding varying opinions, story lines or tastes; let those ideas compete for dominance; and then top it off with a conclusion and recommendation.

OK, back to burgers. How about some very essential quotes to my BURGER conversation:

I’m with Matthew McConaughey who stated “The man who invented the hamburger was smart. The man who invented the cheeseburger was a genius.”

David Chung, restaurateur, author and TV personality says “To eat well, I always disagree with critics who say every restaurant must be fine dining. You can get a Michelin star if you serve best hamburger in the world.:

And who can leave out heavyweight boxing champion George Foreman who says “I want to keep fighting because it’s the only thing that keeps me out of hamburger joints.” I’m with you George…just wish I had some of the profits from your George Foreman Grill which I believe has sold more than 100 million units since its debut in 1994.

Can we really ignore these incredible “praises” of the hamburger? From an Oscar-winning actor who appreciates how a slice of cheese takes the hamburger from a smart sandwich to a genius one…from a celebrity chef who believes a well-crafted burger deserves a place alongside his noodle creations at Momofuku…and finally the man who holds the record for being the oldest heavyweight champ in history credits the hamburger for extending his boxing career.

BURGERS are the original fast food. BURGERS are usually the first thing a first time griller tries with caveman skills over an open flame. And the BURGER is simply the perfect ART FOOD…creativity at its best.

What are some of my BURGER HOT SPOTS in Orlando – Central Florida?

JOHNNY’S FILLIN STATION – try the Full Service Burger.
JR. COLOMBIAN BURGER – Try the Burger Dog.
RUSTEAK – Yup, try the RusTeak Burger
DOWNTOWN POURHOUSE – Try the Bleu Burger
BURGERFI – Try the Breakfast All Day Burger (A.K.A.) The B.A.D. Burger
BREAKERS BURGER – Try the Bacon Burger
MARY”S COUNTRY KITCHEN – Try Mary’s Double Bacon Cheeseburger
BETH’S BURGER BAR – Try the DD Challenge Burger
ROCK & BREWS – Go for the GasroPub

Man am I hungry.

Just remember, at each of these joints, and others, the bottom bun lays the foundation for endless possibilities. What happens next can be as simple as a piano solo or a as complex as a symphony. And the bun on top lets you know that what’s underneath is purposeful and complete. As Ray Kroc, the McDonald’s franchiser who grew the fast-food chain into an international brand, said, “it requires a certain kind of mind to see beauty in a hamburger bun.”

You think about that.

Joe Bouch
CEO, 78Madison