Organisers' manual - Lantmannen Unibake

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Organisers’ manual

2016Liljedal C

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unication

INTERNAL DOCUMENT

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ContentMarketing ......................7

Setting ............................8

Inspiration ..................10

Documentation .......12

About ...............................3

Preparation ...................4

Rules ................................5

Format .............................6

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The gourmet burger trend is hotter than ever, spanning from classic flavours to new, innovative influences. Now, you can make the most of the trend by arranging a Burger Battle – a cook-off competition based on premium buns and quality ingredients. In this guide you’ll find advice on planning and executing the event, as well as leveraging the content afterwards. Let’s get ready to rumble!

Take aimWe’re re-enforcing our position as a supplier of premium burger and other fast food buns.

To do this, it’s important we demonstrate our entire knowledge of the complexities of a premium burger - not just about the bun.

Before you start planning your event, identify your most important goals - alongside the mission of demonstrating the above.

Decide whether you’re looking to boost client relationships, create great PR or online content or something else entirely. Clear goals will help you plan your event accordingly.

Some really tasteful reasons to organize a Burger battle event:

• Reinforce competences in burger menu development to strengthen dialogue with food service customers

Get in the ring

• Develop and share recipe suggestions for premium burger buns in our international assortment

• Develop a gourmet approach to specific burger bun products

• Share experiences from Unibake Academy Fast Food training programs and modules

• Socialize and reinforce relations between local Development Chefs

• Gain inspiration from the local comfort food scene and connect with industry front-runners

When to have a Burger battle and who to target!

Examples of occasions and channels:• Internal events.• Our customer events.• Customers events.• Trade fairs.• Food festivals.• Online consumer competition.

Possible target groups:• Internal organisation.• Wholesalers.• Key accounts.• Foodservice outlets.• End consumers.• Media.

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Preparation

Prepare for battlePlanning is a critical part of creating a successful event. A lot of common problems can be avoided entirely by visualizing how the Burger Battle is going to play out.

Planning guide overview1. Set a date for the event.

2. Find a suitable location with as many cooking stations as participating chefs. Check availability – and book it if necessary!

3. Outline the structure of the competition. Decide how many recipes each chef must prepare and how many heats the competition is made up off. Set rules regarding recipes and judging criterias (see the following pages for inspiration).

4. Decide which, and how many, chefs that will compete in the Burger Battle. Keep communications with them personal and involve them in the plans.

5. Communicate rules with the chefs and ask them to provide you with a detailed shopping list for their recipes. Make sure they understand that only the ingredients that have been submitted beforehand will be available at the Burger Battle.

6. Invite other key stakeholders and participants depending on the scale and purpose of the event. For example jury members, prospects, colleagues, etc.

7. Buy ingredients for the recipes. The host venue may be able to assist with this - ask them!

8. Plan how to document the event and who’s doing what (photographing, filming, interviews, etc.)

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It is important that everyone involved in the competition understands how each recipe will be evaluated. Therefore, chefs must be able to take the following rules and judging criteria into consideration before submitting their recipes. Here are some examples of competition rules.

Competition rules

Competition

Judging criteriaEach category is given a score of 1 to 5. These are all in accordance with adherence to ”Burger Architecture”.

1. Visual Presentation Visual impact, structure, sexiness

2. Toppings Flavour, Imagination, Chemistry

3. Bread presentation Flavour match, density, toasting

4. Overall “eatability” Properly prepared burgers, bread and toppings

Rules of engagement• Your gourmet burger creation should retail at

no more than €10. Ingredient cost per serving should be no more than €3.

• Knives and forks are banned in the serving area. Your burger should be able to be eaten with the hands or the feet.

• You should only use preparation techniques and equipment that are standard to a commercial kitchen.

• If you have any special home-made condiments or toppings, you need to submit a full recipe for these. This is “open innovation”.

• Your gourmet burger must contain a bun from a specified list.

Competing in heats is a great way to offer a more dynamic Burger Battle where chefs must put all their burger knowledge to practice. Different buns and ingredients can be highlighted in each heat to make the judging process easier and gain control over what kind of recipes are produced.

Example of heat structure:• Each heat is limited to 1 hour

• Chefs get 40 minutes for cooking

• Jury/judges get 15 minutes for scoring

• One recipe per heat. Chefs should prepare 5 dishes per recipe (4 for eating and 1 briefly heated for photo documentation.)

• Theme examples: vegetarian dishes, classic burgers, team competition, local ingredients

Competition format

Competition

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Invitation and marketing

Now it’s about time to get people talking about the competition – and to show up at the event. With the right invitation and marketing you’ll effectively reach stakeholders as well as create PR and gain attention.

• Every competing chef should be contacted personally. Never rely on general invitation e-mails or advertising in this case. Their participation is critical to the entire arrangement.

• Your communication channels should always be based on where your target groups are active. For example, e-mail and LinkedIn might be the best choice for inviting prospects, while Instagram is a better for gaining attention from a younger audience.

• Don’t make hashtags too general. Since other countries might arrange similar events, #burgerbattleuk is better than just using #burgerbattle. If you aim for a wider reach, try adding more general hashtags such as #burger in your posts as well.

• Own the content. Ensure that Lantmannen Unibake is able to use all content which is generated through the event. This includes photos, videos and recipes.

Invitation and marketing

Examples of invitation and marketing material

Mail

Instagram

Movie

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King of burgers

Insta

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Merchandising Tools

The concept contains graphics and templates that can be used to get the right look and feel.

Signs for workstations, 80 x 35 cm

Rollup

ApronDiploma, A4Field manual, example from the London event 2014.

Backdrop / popup wall

For an outstanding performance during the creative burger work shop - Burger Battle

London 2014

01WORKSTATION

Available for download

PREPARE FOR BATTLE!

>Europe’s sharpest burger

architects facing each other in a fierce showdown, armed with stellar taste buds

and vast burger knowledge.

BURGER BATTLE

RULES OF ENGAGEMENT

judging criteria

Your gourmet burger menu creation should retail at €10. Ingredients should cost no more than €2.50 per serving.

Knives and forks are banned in the kitchen. Your gourmet burger should be able to be eaten with the hands or feet.

You should use only ingredients and techniques that are standard to a commercial kitchen. If you have a special home-made condiment or ingredient, you need to submit the recipe for this. This is “open” innovation.

Your gourmet burger must contain a bread and a protein element. Vegetarians are not welcome to the battle, Pescetarians are just about tolerated.

Your creation will be judged upon the following crite-ria. The judges decisions are final, so don’t push it.

Overall presentation – Visual impact, Structure, Proportions

Toppings – Flavour, Distinctiveness, Chemistry

Protein element – Flavour, Seasoning, Texture, Mouthfeel

Bun presentation – Flavour match, Density, Toasting

Adherence to “Burger Architecture” – a combination of all elements to create the perfect gourmet burger.

BURGER BATTLE

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THE GOURMET BURGER IS

SIZZLING HOT

Gourmet burgers are not new. But the appetite for them is.The burger restaurants that you will experience in London over

the next 48 hours have grown out of a number of beginnings. Some started in a mobile van on an industrial estate, some on a local market stall, others at a “blue sky” meeting at a bluechip corporation.

What they all have in common is that they are being visited by a new generation of diner. A twentysomething recessionista who has emerged during the economic slowdown.

And these diners have something that the twentysomethings of pre-downturn didn’t have. A voice. It’s called “Social Media”. They are now the restaurant critics of their generation and their hunger for great quality burgers is being felt all over town.

During the next two days you will be introduced to some of the most note-worthy brands on the London gourmet burger scene, and experience at first hand the thought process behind developing a gourmet burger for today’s trend setter.

Burger restaurants are no longer places offering cheap substitutes for a nourishing meal. They’re cool. They’re hard to get into. They’re staffed by tattooed mixologists and have doormen. They’re full of beautiful people taking selfies and cataloguing their dinners on Instagram.

]A foodie’s guide to London.

Burger joints of choice

LONDON5/6/7 NOVEMBER

field manual

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Concept background with logo

Burger battle logos

Concept background, neutral

Paper background Slate background

Wood background

Available for download

Merchandising Tools

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Burger Battle Sweden

Sender/host: Korvbrödsbagarn

When: January – April 2016

Primary target group: Food service customers

Secondary target group: Consumers (retail)

Format: Publish your best burger photo and recipe on Instagram and win a spot in the final at GastroNord (Swedens largest food fair). Celebrity chef Christian Hellberg fronted the Burger Battle and hosted the final.

Prize: 20 000 SEK

Campaign units: Films, ads

Campaign channels: Daily press, Facebook, Instagram, YouTube, Web

Result: Social media reach +400 000. 350 photos and recipes submitted. A large audience at the GastroNord watched 8 finalists battle it out for the title. A great success!

Inspiration

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Burger Battle Norway

Sender/host: Hatting

When: Summer 2016

Primary target group: Consumers (retail)

Secondary target group: Food service customers

Format: Publish your best burger photo and recipe on Instagram or Facebook. Win a spot in the final at Gladmatfestivalen (Norways biggest food festival with 250 000 vistors).

Prize: A trip to Chicago

Campaign units: Films, outdoor boards, radio spots

Campaign channels: Facebook, Instagram, Radio, Outdoor, Web

Result: A great event with a huge audience at Gladmatfestivalen. Big social media reach and a large number of recipes submitted.

Inspiration

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Documentation

Documentation and content creationBy documenting the event thoroughly you’ll extend the lifetime of the arrangement, as we’ll as being able to communicate with target groups that couldn’t attend. In some cases, creating content is just as important as the actual event.

• Make sure the event is being both photographed and filmed. This will make it easier to create content for different purposes and channels.

• Capture both the big and small stories. Apart from documenting the progression and

outcome of the main competition, look for the small stories as well. For example, interview the chefs about their thoughts on the burger trend, highlight the use of certain ingredients, make an in-depth report on umami flavours, etc.

• Produce varied content. By cover the event through photos, videos, articles and infographics your content will feel both fresh and rich. We all prefer different kinds of content – make sure there’s something for everyone!

Photos for creating recipesPhotos of participants

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For more information contact:

PHIL [email protected](C) Lantmännen Unibake 2016