In the age of social media’s influence on the hospitality industry, no viral trend has been as unique as ‘Claude the Claw’.
Described as a thigh and drum combination, ‘Claude the Claw’ has gained global attention, largely due to the unique combination of a chicken claw still attached when served.
The concept was first introduced by San Francisco-based fast food restaurant, Birdbox, which has spread its wings to New York, largely on the success of ‘Claude the Claw’. The brains behind the burger was Michelin Star Chef Chris Bleidorn.
Served on a sesame seed bun with a bed of grated lettuce and pickles, ‘Claude the Claw,’ has gained quite the following online. Some users have labelled the burger as “strange but delicious”, while others simply decided it was not for them.
The burger's packaging is every part on-theme to the burger. It is presented and served to customers in a box with chicken claw markings cut out, which many online comments have suggested adds to the build-up and suspense to first setting eyes on the deep-fried chicken claw.
One influencer said that it was important to ease into the burger, as it’s not every day someone is served a burger with a claw attached.
Largely, the success of 'Claude the Claw' has been its unusual concept, which has taken the imagination of social media 'foodie' influencers by storm.
Whether or not the burger is the first of its kind, it is the first to grab such global recognition. This has further supported the commanding presence that social media has over the food and beverage industry, in particular, the Quick-Service Restaurant sector.
While word of mouth still has its benefits, and can have a major impact on small businesses, the outreach of social media can enable a small, home-grown product to become an international phenomenon. Without the role of social media in the success story of the burger, many social commentators have suggested that the New York expansion wouldn't have happened.
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