Miami Burger

Disrupting the fast food market

Miami Burger presented an exciting challenge to simultaneously open a restaurant business and launch into retail. Great-tasting fast food with none of the bad stuff; 100% plant-based food aimed at the mainstream consumer.

The insight

Fast food brands are on every high street and around every corner. Here we have a fast food product that contains none of the nasty stuff, but with all of the flavour of a great burger. With the vegan lifestyle growing in popularity, here was an opportunity to really shake things up.

The idea

The approach was a brave and single-minded approach to challenge the big boys. We started with a clear brand positioning that makes no bones about what we stand for, with an identity and attitude that was certainly designed to ruffle a few feathers.

The result

The launch was a phenomenal success. Within six months the supermarkets wanted to introduce Miami Burger to their take-home market. Beyond has since designed packaging for seven brand new Miami Burger products, which are now in Ocado, Morrisons and Holland & Barrett… Miami Burger has arrived.