Hidden Burger is hoping a PR push will make it a little less of a secret.
The take-out burger joint, tucked at the back of The Bottom Line sports bar in Toronto, has hired The Siren Group to handle public relations.
Hidden Burger, which opened quietly in April, is the brainchild of The Bottom Line owner and ex-NHLer Wayne Cowley and Olivier Centner, a silent partner of The Bottom Line and founder and CEO of UNOapp, an automated marketing platform that specializes in the hospitality business.
Centner said Hidden Burger had a “no-frills” menu and its burgers were fashioned after the classic backyard burger. “There are so many burger places out there that are so hung up on the idea of ‘we’re the best burger in the world,’” he said. “I’ve had the best burger in the world 20 times over and that’s usually in someone’s backyard, straight off a grill… So we decided we were going to take the unpretentious approach to a burger.”
Customers who order through the new Hidden Burger app, developed by UNOapp, can get a burger, fries and drink for $10 including tax. (Walk-in guests pay $12 for the combo.) Hidden Burger also sells the Jughead Platter: 10 burger combos for $100 including tax.
With retargeting, Hidden Burger can reward customers through specials and contests. It’s also launching a “burger of the week,” which will only be available to those who order via the app or website.
Working with The Siren Group, Hidden Burger is holding a tasting event for media influencers on June 15. The agency is also handling sampling, text-in giveaways and other special events.
Prior to working with The Siren Group, Hidden Burger created a text-based campaign that gave those who texted a free burger.
