Get out your best lederhosen and prepare for a one-of-kind Oktoberfest-inspired feast. Now through November 6, Red Robin is featuring The Oktoberfest Bürger, a toasted pretzel bun slathered with beer mustard and topped with a fire-grilled beef patty, melted Swiss cheese, beer-mustard sautéed onions, black forest ham, and green leaf lettuce. Pair that with sweet potato fries served with sweet and spicy ketchup for dipping, and this Bavarian feast just piles on the YUMMM.

“The upcoming fall season was the inspiration behind this burger because the flavors are reminiscent of fall days and tailgating – grilling at a football game, eating hot pretzels with mustard, and enjoying a beer,” says Red Robin’s executive chef Dave Woolley. “I took those flavors and made that into a burger that would be a perfect option for our burger-loving guests.”

To support the new burger, Red Robin will launch its latest advertising campaign based on the casual dining chain’s popular and memorable mnemonic, “Red Robin, YUMMM,” from September 19 through October 17. During this time, the Oktoberfest Bürger will be available for $6.99. As part of the campaign, consumers will experience “YUMMM” through the following mediums:

  • A TV ad airing during shows, including “Good Morning America,” “Entertainment Tonight," and “Inside Edition,” as well as on cable television networks such as Comedy Central, TBS, and USA, that features a police captain arriving at a busy crime scene. Police have been unable to locate a fugitive, and the police captain successfully finds the suspect by yelling into a megaphone, “Red Robin,” to which the fugitive pops out from a manhole and responds, “YUMMM.”
  • Digital Video Ads to educate viewers about The Oktoberfest Bürger and additional LTO items. The ads will run on a combination of video sites and mobile video apps, such as ABC news and USA Today.

Red Robin will also be releasing the latest edition of their Drinks and Desserts Menu featuring Sam Adams seasonal beers, as well as introducing a regional beer program across the country in which a local beer – in eight U.S. regions – will be featured on the menu. For example, all Colorado, Nevada, and Arizona corporate-owned restaurants are featuring Ranger IPA from New Belgium Brewing Company. The menu will also include Red Robin’s newest dessert, the Nestlé Toll House Cookie Sundae. The sundae includes a warm chocolate chip cookie and scoop of vanilla ice cream drizzled with caramel and gooey hot fudge with a helping of whipped cream and a cherry on top and is available for $3.49.

Beverage, Industry News