Jamie Klingler on National Burger Day

The digital wunderkind talks about what makes a great burger and taking the concept from idea to nationwide annual event

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(Image credit: ©Chris Coulson)

Five years ago we were brainstorming a marketing idea for Mr Hyde, which is a daily email for men in London mostly about food and drink. We were trying to come up with something that would really get people's attention and get them excited. It was the summer that Street Feast was doing Taco Wars and Ribstock and lots of food competitions with great chefs. I was spending much of my summer there personally and we came up with the idea to do National Burger Day. Nobody was celebrating it here whereas the US has a National Burger Day and a National Cheeseburger Day, so I just thought it was an easy win.

There's two parts to National Burger Day; one part is that restaurants give 20% off so that people up and down the country can enjoy burgers, and the second part is having a massive party for it with Street Feast.

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