Burger joint renames menu items after office supplies

This Toronto burger spot nailed its audience. They renamed every burger after an office supply so downtown workers could jokingly—maybe seriously—write off lunch.

Marketing Analysis

This is genius positioning. They took a boring workplace pain (expensing food) and turned it into a fun brand story. “Laptop Stand” instead of “Double Burger” doesn’t just get laughs—it gets shared.

Why It Works

• Deep audience insight: knows city workers love a clever expense loophole.
• Humor builds instant connection and word of mouth.
• Turns a menu into a social media moment.
• Makes the customer the hero (“Ha! I expensed lunch again”).

Examples

• Liquid Death sells canned water as “murdering your thirst.”
• Cards Against Humanity makes “inappropriate” a brand feature.
• Innocent Drinks uses self-aware packaging to charm customers.