Heart Attack Grill

A Burger Worth Dying For

In 2005, fitness entrepreneur Jon Basso started a small, six stool burger shop called Heart Attack Grill. Having lost a years-long IP battle against a major restaurant chain, fitness entrepreneur Jon Basso set out to expose American fast food restaurants for what they really are: silent killers. Basso started a small, six stool burger shop called Heart Attack Grill (HAG) that serves extremely high-calorie burgers, fries, and milkshakes with a warning that the food “will kill you". This case examines Heart Attack Grill’s marketing strategy and poses the question of whether the HAG really is a net-benefit to society.

Keywords:
Industry:
Subject:
  • Marketing
  • Ethics & Social Enterprise

Learning Objectives

At the end of this experience, your students will be able to grasp, evaluate and articulate…

  1. the importance of differentiation
  2. the application of the 3 C’s, STP, and the 4 P’s frameworks
  3. the ethical implications of marketing decisions


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