Popularny influencer, wirtualna restauracja i czarne burgery… Czy to ma szansę się udać? Współpraca Rebel Tang z popularnym youtuberem, Blowkiem, to dowód na to, że nawet bardzo! Sprawdź, jak w naszych głowach narodził się pomysł na Blow Burger – burgerownię, która podbiła serca tysięcy Polaków.
A long time ago…
.. although not so long ago, because in November 2021, the idea of creating a Blow Burger restaurant arose. Inspired by the phenomenal concept straight from the West, Mrbeast Burger, created with one of the most popular influencers in the world – Mrbeast-we decided to try to implement the idea in the Polish market.
The project was based on simple assumptions: we open a burger shop signed with the name of a well-known influencer, with a short card of author's burgers that changes depending on the month or season.
When it came time to put our plan into practice, we were faced with choosing an influencer, which, by the way, turned out to be simple. Thanks to our network, we contacted the management team Karla "Blowka" Gazva - one of the most popular Polish youtubers and influencers, who already has over 4.8 million subscribers on his YouTube channel (as of January 2022).
From word to word…
The collaboration with Charles proved to be a hit. In conversations with a YouTuber, we presented him with the idea of the project and ideas about cooperation. Much to our delight, the discussions were successful,and Charles took the glove. What's important: We believe that if not for Charles ' openness, positive attitude and faith in the project, we would not have been able to implement this concept. Anyone who has had the opportunity to work with leading influencers in Poland knows what creators ' bids look like.
After agreeing on the terms of cooperation and drawing up an action plan, we immediately started working. For two months (December–January 2021), Charles and I wrote, tested and improved the Blow Burger menu. We have been looking for non-trivial solutions that will surprise our customers and at the same time be easy to prepare for our partner kitchens. We already knew then that there might be a lot of interest…
The finished menu included hamburgers in four flavors-each using black sesame seed buns:
- Blow Daily – classic version of the burger,
- "Bloweg" – wegeburger,
- BlowBacon-burger with fried bacon,
- A Cheesebower, or Gouda cheese burger.
Everything promised to be great, but there was one catch…
Blow Burger was conceived as a virtual restaurant. What does it mean? Customers could not visit the premises or find it on any map. Burgers from the creator could only be ordered using apps such as Uber Eats, Glovo, Wolt or Bolt Food. Therefore, this unconventional concept naturally raised doubts…
3...2... 1 ... start!
The project premiered at the end of January 2021 in Warsaw. Especially for this time, we have organized three kitchens prepared to fulfill Blow Burger orders. On the day of the launch of burger blowek on his channel published a video that became a fuse that warms up the partner kitchens of Blow Burger. The first week after the launch of the project deprived us of all illusions-it was a bullseye!
The restaurants participating in the project-despite the proper preparation for the release of hamburgers signed with the block's name - did not expect such interest. The scale of orders exceeded our expectations. During the first week, each of the locations in Warsaw prepared 150-200 orders per day. Food disappeared in the blink of an eye; restaurants had to buy goods every day.
In the meantime, we have also launched premises in other cities: Krakow, Poznan, Wroclaw, Katowice, Lodz and Bydgoszcz.
Doomed to success
In February 2022, we experienced another surprise. For a month, Blow Burger restaurants have been under siege when it comes to the number of orders they receive. The scale of interest in Blowka burgers exceeded expectations-both ours and our partners. Despite the fact that February was the shortest month of the year, in terms of sales, it turned out to be a record for the entire history of Rebel Tang.
It can be considered that the collaboration with Karl "Blowk" Gazwa, as we have already mentioned, was our golden shot. Why? Here's some data we all love::
- During the project implementation, we have almost 12,000 deals, which resulted in more than 21,000 burgers.
- Information about the start of sales of Blow Burger burgers appeared in dozens of publications in large-scale media. The video about the "inauguration" of the project, posted on the Blowka youtube channel, became one of the strongest during this time and reached almost million views.
- The high interest in hamburgers caused by Charles posting a video about Blow Burger continued throughout March and April. Stabilization occurred only during the holiday season.
Nothing to add, nothing to say. It was worth it, the numbers speak for themselves!
Photo source: Rebel Tang materials
Junior specialist in Marketing Communications and PR.
He is a graduate of the University of Warsaw and the Main School of Agriculture. We have been in the HoReCa industry for more than 10 years. For many years, he has been associated with the Trip group, Sobienie Royal Golf and Country Club, and the Florentin Restaurant in Warsaw.
She graduated from the Faculty of Architecture of the Warsaw Technical University with a degree in Architecture for the Knowledge Society and Visual Communications at the Polytechnic University of Milan. A specialist in creating a mood. She has gained experience at home and abroad at numerous international seminars (Seville, Lisbon, Florence), fellowships at La Sapienza (Rome), etc. m.in. in Carmi e Ubertis and ADM Milano.
A manager with many years of experience in the cosmetics, food, and children's industries. During his career, he was associated with such companies as: L'Oreal, Samsung, Danone-Nutricia, Unilever. During his professional life, he was responsible, among other things, for the development of e-commerce sales and content in Poland and the countries of Central and Eastern Europe. 
