A Vegan Restaurant Partnered with Elton John for Special Packaging
The fast food celebrity meal deal is no longer a rarity. It's just part of any good restaurant chain's marketing plans.
Landing a big name and reflecting that partnership through special menu items, packaging and promotional products is a way for restaurants to stand out amongst their competition. The competition now is who can get the bigger name.
There are plenty of names bigger than Monty's Good Burger. But there aren't too many names bigger than Elton John.
The California vegan fast food restaurant just announced a partnership with Elton John to commemorate his final shows at Dodger Stadium: the Monty's Loves Elton Meal.
Monty’s Good Burger salutes Elton John at Dodger Stadium with a glittery combo https://t.co/2XH83jDLbd
— Daily Breeze (@DailyBreezeNews) November 16, 2022
It's a cheeseburger, fries and tots, "Baby Blue Ranch" sauce, "Tiny Dancer Pink Lemonade," and a "Rainbow Rock Sugar Cookie."
The whole thing comes packaged in a special box with cartoon versions of the singer blasting off into space, or a dog wearing his famous baseball costume from the 1975 Dodger Stadium show.
"Everyone at Monty's is all so familiar with Sir Elton's work, so when the opportunity presented itself, we were immediately flooded with ideas," Monty's Good Burger co-founder Lexie Tiaras told VegNews. "We are so lucky Elton's team loved the directions we presented, which allowed the collaboration items to come together very naturally."
Monty's only opened in 2018, but already has a large celebrity backing in Los Angeles, with famous musicians like Travis Barker and Vince Staples promoting its menu items. Monty's obviously isn't a household name for most of the country, so it clearly sees the value in tying itself to a recognizable face and playing into a specific theme – in this case the final Elton John concert in Dodger Stadium – and using packaging to tell that story.
It also shows that even with big-names like Elton John, you don't have to go too far out with products. Yes, McDonald's went big with their merchandise lines for the likes of Travis Scott, but this shows it's not necessary. You can accomplish a fun promotion with clever design and packaging.