Burger Ranch introduces "sliceburger" family burgers

Sliceburger

The "sliceburger" is a 300-gram pizza shaped burger divided into six 50-gram slices.

Homegrown Israel hamburger chain Burger Ranch is launching a new dish in its branches - the sliceburger, a giant hamburger in the shape of a pizza divided into six slices. Each slice is a 50-gram hamburger, adorned with Burger Ranch's salads and sauces.

One 300-gram sliceburger costs NIS 69.80, and a double 600-gram portion can be ordered for NIS 79.90. The sliceburger will be served in a package shaped like a pizza tray at all Burger Ranch outlets in Israel, and will also be available for home delivery.

The launching of Burger Ranch's new product is being accompanied by a NIS 2 million advertising campaign. The campaign, conducted by the Migzarim advertising firm, began on television yesterday, in addition advertising on websites and social networks under the headline, "Israel's First Social Hamburger."

Burger Ranch VP marketing Moshe Ephraim said, "The new ad is not only funny, but also manages to clearly show the value of the product, which is suitable for outings and social gatherings, and the innovation and daring of the new dish. We're very satisfied with the final product, and are confident that the campaign will make a buzz among the target audience."

Together with its sliceburger, Burger Ranch will continue selling its Combina (literally - shady deal) meal, which is also designed for a social gathering with several participants. A family Combina costing NIS 110 contains two Ranch hamburgers, two Ranch Kid dishes, a side order of French fries, onion and hot rings and hot dogs, four cups of water, and gifts for children. A Combina for four costing NIS 148 contains four adult Ranch portions, French fries, hot rings and hot dogs, and four cups of water.

Founded in 1972, Burger Ranch is fully owned by Orgad Holdings. The chain has 70 branches deployed all over Israel, and operates a delivery service with over 1,200 deliveries a day.

Published by Globes [online], Israel business news - www.globes-online.com - on August 5, 2015

© Copyright of Globes Publisher Itonut (1983) Ltd. 2015

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