Sunday, March 2, 2008
Caffeinated Burger Turns Out To Be Bestseller - Brussels, Belgium, September 18 2011
Quick, the Belgian fast food chain, started in the 1980's to counter the exponential growth of US based franchise fast food restaurants in Belgium, announced today that their recently introduced 'Wake Up Giant', is their best selling breakfast item and their second best overall item after the classic Giant. A local owner of one of the no. 1 franchise restaurants in France and Belgium in downtown Lyon, said it was amazing to see sales levels this high so short after the introduction. People's first reactions to the new 'Slap in the Face Burger' as it has been marketed, was 'Gross!', 'Revolting!' and to the French 'American!' (an insult in itself in France). People rejected the seemingly impossible combination right out, afraid that it would taste horribly. Jean Dupuis, the Novelties Product Manager at the Quick Burger Gourmet Institute in Lyon, explained that the caffeine cannot be tasted in the burgers. He made clear the caffeine is encapsulated by fat beads in the burger through a patented method and could not reveal any of the chemical and technical details. 'Once the fat beads get dissolved by enzymes in the stomach, the caffeine is released and the "slap in the face effect" will kick in', according to Dupuis. The burgers contain triple the amount of a Starbucks regular medium coffee. In a response to the fact that this item seems to be replacing the "French as French can be" breakfast classic the croissant more and more, Dupuis stated: 'Hey, at least it is a European invention.' McDonald's has announced it will launch new breakfast items next month, insiders in the fast food industry think it will be an answer to Quick's new best seller.