Fast-food culture is rapidly expanding in the Central Europe and the market is expected to grow significantly in the coming years. Although the sector is dominated by big players – like McDonalds’s Corp and Yum! Brands – there are still opportunities for growth for smaller outlets.[1] With more and more burger places popping up across the region, the smaller start-ups need to find new ways to excite their customers. Mondi, an international packaging and paper producer, recently developed an innovative packaging solution that supports brand differentiation for a new start-up fast-food chain in the Czech Republic – Country Burger.
Established in 2016, Country Burger stands out from the competition with its dedication to product quality, its home-like atmosphere and customer-focus. Offering only best-class Irish beef and fresh, locally produced food, the start-up reinvents the approach to “healthy” fast-food eating. In order to strengthen this message, the owners were looking for a modern ready-to-go packaging solution that would help them differentiate their brand and improve customers’ experiences. With Mondi’s support they managed to turn their dream into a reality by developing a multipurpose takeaway box developed with 100% recyclable corrugated cardboard. The innovative “menu-box” includes a compact tray with a place for a cup on top, secured by a carrying handle.
The main benefits lie in its highly functional construction, which is easy to assemble and adjust depending on the order (separate compartments for hamburger, tortilla, chips, drinks, etc.) and is very user-friendly. With the new design, customers can safely carry multiple items and enjoy them on-the-go, while appreciating the unique and eye-catching design. This fully recyclable takeaway concept was successfully launched in October 2016 and gained very positive market reaction. “Packaging was the key element to our branding and we wanted to make sure it transferred our values correctly. By using brown rigid corrugated cardboard, we managed to create a ‘country-look’ which goes well with the style of our burgers and stands out among the competition. Looking at the excellent customer reviews, we believe we have achieved our goal,” commented Lukáš Káninský, managing director at Country Burger.
Ladislav Kneisl, Product Innovation Manager at Mondi Bupak, added: “The menu-box packaging concept developed for Country Burger is unique for its sustainable character, end-user convenience and format flexibility. The customer was delighted with its branding potential and multi-functionality, while consumers appreciated the smart design and ease of use. For us at Mondi, it is important to show how smart corrugated packaging can successfully boost business growth, delivering benefits to both the environment and consumers.”
[1] Euromonitor, Fast Food in the Czech Republic, May 2017, http://www.euromonitor.com/fast-food-in-the-czech-republic/report
