Toronto-based fast-food chain Good Fortune Burger has turned heads with an audacious marketing stunt that combines humor and creativity. The restaurant temporarily renamed its menu items after office supplies, inviting customers to cheekily claim their meals as business expenses. The campaign, dubbed #Receats, not only attracted lunchtime customers but also sparked a lively conversation about its playful approach to "cheating" the tax system.
A Menu Makeover for Laughs: Good Fortune Burger rebranded its popular dishes on food delivery platforms like Uber Eats, using names that resemble mundane office supplies. Their signature Fortune Burger became the Basic Steel Stapler, Parm Fries were reimagined as the CPU Wireless Mouse, and the decadent Double Your Fortune Burger transformed into the Ergonomic Aluminum Laptop Stand. The campaign’s tagline—"Eat and expense"—encouraged customers to envision submitting these creatively named items as office expenses. While the idea borders on the absurd, it struck a chord with customers looking for a laugh amid the daily grind.
A Joke, Not a Cheat: Jon Purdy, Director of Operations at Good Fortune Burger, emphasized the lighthearted nature of the promotion, telling BlogTO, “We just wanted an opportunity to put a smile on some people’s faces and have them have a little bit of a giggle.” Purdy made it clear that the campaign was not intended to encourage fraud. “There’s no malice intended in it,” he said after some social media users raised concerns that the joke might lead employees into trouble if they actually tried to expense their meals. The restaurant even poked fun at its own stunt, posting on social media, “It might be wrong. It might be crazy. But… it might just work. #Receats #ItMightNotTho.”
Social Media Reacts: The campaign quickly went viral, with users applauding its creativity while poking fun at the potential consequences. One Twitter user joked, “My boss will definitely notice if I expense a new ‘laptop stand’ every week!” Another shared, “Harmless fun or not, give the average guy a chance to stick it to ‘the man,’ and they’ll do it.” The campaign was widely praised for its cleverness, with some calling it “genius” and “lateral thinking at its best.” However, skeptics noted that any attempts to expense the renamed menu items could quickly backfire.
A Risky but Rewarding Move: While the idea of passing off burgers and fries as office supplies may raise eyebrows, Purdy’s clarification ensures that the campaign remains in the realm of harmless fun. The #Receats campaign demonstrates the power of humor in marketing, especially in a competitive industry where standing out requires bold ideas. The viral promotion has undoubtedly increased visibility for Good Fortune Burger, drawing attention to the brand while giving customers a reason to smile. Whether viewed as a cheeky poke at corporate culture or a brilliant marketing strategy, the campaign has cemented its place as a memorable moment in Toronto’s dining scene.
Good Fortune Burger’s #Receats campaign is a masterclass in creativity, humor, and timing. It’s proof that a bit of audacity and a lot of wit can turn a simple burger into a viral sensation. And while you probably shouldn’t expense that “laptop stand,” there’s no harm in enjoying a burger that makes you laugh.
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