The two worked with designer Courtney Casas to come up with the “Classic Burger Boy,” a wide-eyed kid sporting some of Miller’s real-life tattoos, wearing a V-neck and shorts, holding a burger. Their launch plan depends on fans purchasing Burger Boy NFTs, a series of digital art pieces featuring the brand’s signature Burger Boy mascot in various outfits and situations. Miller and Tabit wanted to create fans and a certain amount of buzz before anyone could actually try the burger in person. There is likely an opening event where guests can try the food. Traditionally, there is a marketing push surrounding a bricks-and-mortar restaurant opening. They are, in essence, marketing their new concept in reverse. because your item is the authentic one.įor many brands that release them - like Miller and Tabit’s L&B Burger Boy - NFTs involve real-life perks such as access to pop-up events, a virtual restaurant and first dibs on merchandise drops. “In layman’s terms, when you buy an NFT, you own that piece of something that is stored in the blockchain, a database that encrypts and authenticates all NFTs.” You are, in essence, buying bragging rights - to digital art, video, etc. “What an NFT actually is, is a form of digital ownership that is authenticated,” he said. (Fall also started a brand called Probably Nothing that works to educate people about NFTs, Ethereum - the digital currency used to buy NFTs - and all things metaverse-related in a “simplified, approachable manner.”) “Most people think NFTs are just weird art that you own JPEGs of,” said Jeremy Fall, a former Los Angeles restaurateur who is the creative director of a Mark Cuban media company based around, well, NFTs. Needless to say, his celebrity is more evidence that NFTs have moved into the mainstream. The artist was Mike Winkelmann, better known as Beeple. NFTs made news last spring when a digital collage linked to an NFT was sold in a Christie’s auction for more than $69 million. You can experience it through various technologies including virtual reality and augmented reality, accessible through multiple devices such as phones, game consoles and your computer.Īnd NFTs? These are non-fungible tokens, a unique digital file that’s stored on a blockchain network. The metaverse is the persistent, online world that evolves and sticks around, even after you log off. If you, like many of us, need to be reminded of the terminology in this relatively new marketplace, here goes: Cryptocurrency is a decentralized system of digital money based on blockchain technology. In the case of the Original Burger Boy, the IRL version will be available only after the owners reach their funding goals, which they hope to achieve, in part, by selling NFTs. A growing number of restaurateurs and food companies - including Budweiser and Chipotle - are experimenting with new technology to help market their brands. But if you want to try it, you’ll have to get crypto-savvy, school yourself on NFTs and enter the metaverse. Sounds good, doesn’t it? It tastes pretty great too. And it all comes together on a Martin’s potato roll. The special L&B sauce, which goes on the bun, is a combination of smoked paprika, onion, tamari, lime, “secret spices” and mayonnaise. Miller adds balsamic vinegar and continues to reduce the mixture then he adds molasses and reduces it further before he layers in some thyme, liquid amino acids, liquid smoke and butter. The caramelized onion marmalade that’s slathered on the meat is cooked low and slow with port wine for about an hour. There are two slices of Borden American cheese (the cheddar and others just didn’t quite cut it) and exactly four Mount Olive dill pickle chips on the burger. The two patties are a precise blend of chuck and short rib. Their Original Burger Boy just might be the Rolls-Royce of smash burgers, with each component souped up and fully loaded. The two friends and former colleagues have experimented with countless varieties of cheese to observe how they melted, tasted numerous buns to make sure they didn’t fall apart, blended various mixtures of ground beef and consumed copious amounts of special sauce to create what they hope will be your new favorite burger. Chef Brad Miller and restaurateur Luke Tabit have tested and eaten hundreds of burgers over the past six months.
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