SUBSCRIBE: Free email newsletter

Marketing

Toggle

Article

DF0_hW4VoAA-kUU

Malaysia’s myBurgerLab takes a jab at the McDonald’s Nasi Lemak Burger

Malaysian burger joint myBurgerLab will be launching the Nasi Lemak Ayam Rendang burger ahead of Merdeka Day, following the release of the Nasi Lemak burger by McDonald’s in Singapore.  The new burger sparked debate between Malaysians and Singaporeans on social media , with some expressing their excitement and delight for the new burger while others calling myBurgerLab “copycats”.

The joint tweeted an image of the burger with the caption “Dear Singapore, nice try but…”

In a statement to A+M, myBurgerLab’s co-founder Chin Ren Yi, said the new product launch was in response to its consumers who tagged myBurgerLab, urging the burger joint to create its own version after McDonald’s launched its Nasi Lemak burger. He added the burger was also created ahead of Merdeka Day.

According to Chin, myBurgerLab is viewed as a “hipster burger joint” by its consumers, who view it as a “trusted place” to have creative burgers.  When asked about the marketing strategies in place to promote the new burger, Chin said:

“The idea was to just put it out there and tag it along the lines of Malaysian pride because Merdeka Day is on the 31 of August. We have a pretty good track record of creative and crazy burgers. So, it was just our usual tactic to let it spread by word of mouth,” Chin said. He added that the new burger caught the attention of Singaporeans this time round due to its cheeky advertising on social media.

Although the burger joint had a similar recipe three years back, it did not launch the product as it thought consumers would not be interested in the burger. But timing wise, the move made sense given the popularity of McDonald’s Singapore’s Nasi Lemak burger.

“McDonald’s, being an international brand, can have creative executions and people will go crazy for it. It will be a dumb move for us to not pay homage to the trend,” Chin added.

myBurgerLab intends to sell 100 Nasi Lemak Ayam Rendang burgers a day per store until 31 August, and will decide whether to continue based on customer feedback. Chin pointed out that the “my” in myBurgerLab represents “a sense of belonging” and that it always listens to customer feedback, which led to the creation of the new burger.

(Photo courtesy: myBurgerLab)

 
Janice Tan
Journalist
Marketing Magazine Singapore
A Millennial who enjoys binge-watching TV shows on Netflix, Janice Tan loves engaging in conversations about history, culture, politics and sports. She also delights in learning new languages, reading and travelling. Easily tickled, she is always on the lookout for witty campaigns, especially those that leverage on pop culture trends.

Read More News

Trending