Irish food board Bord Bia has worked with burger chain Patty & Bun and butcher HG Walter to promote Irish beef for St Patrick's Day, following a successful 2023 campaign.
The 'Patty O'Bun' burger is set to make a comeback after experiencing an "extraordinary" 50% surge in sales after launching in 2023. Based on customer feedback, Patty & Bun reported that it had "surpassed initial expectations" and earned a place as one of the chain's "best-selling specials".
Throughout March, the burger will be sold across all 10 Patty & Bun locations in London and Brighton. Made from pasture raised Irish beef, the Patty O'Bun boasts two aged Irish beef patties, a layer of Irish Cashel blue cheese, Guinness onions and Patty & Bun's bacon mayo between a brioche bun.
The collaboration between Adam Heanan, managing director of HG Walter and Joe Grossman, founder of Patty & Bun is intended to "showcase the excellence of Irish beef", with the chain calling the taste a "testament to cattle grazing on nutrient-rich grass, clover and yarrow in Ireland".
To celebrate the return of the Patty O'Bun, two patrons have the chance to win a weekend getaway to Ireland. The competition, which started on Irish Beef and Patty & Bun’s Instagram channels on 1st March and will last throughout the month, will see a winning pair of customers receive a weekend retreat for two in Dublin.
This initiative includes a range of services such as team training, butchery masterclasses, national marketing campaigns, chef visits, and POS (point of sale) creation. As part of the St Patrick’s Day campaign, Irish Beef has also introduced an incentive across all Patty & Bun locations, with the two outlets selling the most Irish Beef burgers winning a prize.
Bord Bia spokesperson, Sean Deane, expressed excitement about the burger's return: "The Patty O' Bun is a celebration of the best of Irish produce, showcasing the delicious taste and quality of Irish beef and cheese."
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
