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Baby’s Badass Burgers – Gourmet Style

  • Spence Cooper
  • September 7, 2009
The Ladies behind the burgers
The Ladies behind the burgers

With banks hording cash in a tanked economy, venture capital is hard to come by. Opening a conventional restaurant requires hundreds of thousands of dollars rendering brick and mortar restaurants passe. The latest trend is roving restaurants on wheels with a Twitter account.

So ex-New Yorker and restaurateur Erica Cohen, and her partner Lori Barbera — both bosomy brunettes with pleasing curves — cashed in on the trend, and with $30,000 leased a hot pink truck with a kitchen and an order window and called it “Baby’s Badass Burgers”. Not only do they have their own Twitter account, but you can track the truck on their website. My favorite menu offering is the “Cougar” — Aged Beef, St Andre Cheese and Black Truffles, $9.00.

“It’s been fascinating to witness the trend over the last decade of the gourmet burger being added to many high-end restaurant menus, and even more fascinating to appreciate consumers didn’t blink at an exorbitant $15+ price point,”Cohen explains. “Now, with the recession, that consumer perception around value is reversing course. Baby’s Badass Burgers, which strips out the hard costs of a traditional restaurant, allows us to deliver greater value at a fraction of the cost, more conveniently, without compromising restaurant-level quality. It’s a win-win-win from studio heads to college students to late night revelers looking to satisfy their gourmet burger craving”

It looks like Cohen and Barbera are getting smart and creative in the recession by focusing on a point of difference (portable gourmet) and embracing social marketing tools such as Twitter and Facebook.

Kudos to them and if you’re curious about what we have to say, follow us on Twitter.

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