{"id":12876,"date":"2025-10-01T08:43:32","date_gmt":"2025-09-30T19:43:32","guid":{"rendered":"https:\/\/nzbusiness.co.nz\/?p=12876"},"modified":"2025-08-20T14:14:35","modified_gmt":"2025-08-20T02:14:35","slug":"into-the-brand-how-radio-burgerfuel-amplifies-a-strong-identity","status":"publish","type":"post","link":"https:\/\/nzbusiness.co.nz\/sponsored-content\/into-the-brand-how-radio-burgerfuel-amplifies-a-strong-identity","title":{"rendered":"Tune into the brand: How Radio BurgerFuel amplifies a strong identity"},"content":{"rendered":"

BurgerFuel has always been about more than burgers \u2013 it\u2019s about culture, community, and creativity. With Radio BurgerFuel, the brand has built a soundtrack that helps it connect.<\/strong><\/h4>\n

BurgerFuel has carved out a distinctive place in Aotearoa\u2019s hospitality landscape by building a brand that\u2019s as bold and flavourful as its burgers. Since opening its first store in Ponsonby, Auckland in 1995, the burger joint has focused on creating more than just a meal. It has crafted a lifestyle brand. A key part of that experience is soundtracked by Radio BurgerFuel, the brand\u2019s very own in-store radio station.<\/p>\n

Launched in 2012, Radio BurgerFuel was born from a desire to deepen the brand\u2019s lifestyle appeal and create a consistent, immersive atmosphere across its 60+ locations. As BurgerFuel\u2019s Marketing Content Specialist, Charlotte Hopgood explains, \u201cOur music playlist is carefully curated and updated every week with new music, with a strong focus on Kiwi music and up-and-comers.\u201d<\/p>\n

\u201cThe music is promoted throughout all locations nationwide, creating a unified sound across all stores. It plays live, as well as in our head office and ties the brand experience together really nicely for staff and customers through a shared soundtrack.\u201d<\/p>\n

The process of building and growing Radio BurgerFuel was a lot of trial and error and didn\u2019t hit the mark right from the start. Early feedback from staff highlighted mismatches between the music and the time of day.\u00a0\u201cPrepping to heavy metal at 8am was not what they were after,\u201d Charlotte recalls. \u201cNor was low energy music playing at peak service on a Friday night.\u201d This feedback was a turning point for Radio BurgerFuel, ensuring the music matched the energy of the moment for both staff and customers.<\/p>\n

As the station evolved, so did its reach and impact. BurgerFuel brought on a dedicated DJ to keep the playlists fresh and relevant, incorporating feedback and staying in tune with what resonated in-store. \u201cSince the beginning of Radio BurgerFuel twelve years ago, its purpose has stayed the same, being designed with the customers in mind, to make the store experience really positive; and music is really important to that,\u201d Charlotte says.<\/p>\n

The initiative didn\u2019t stop at playlists. BurgerFuel began offering DJ cut classes, where aspiring artists could learn to mix their own music. These sessions fed directly into the live DJ sets broadcast during peak hours, giving emerging talent a platform and adding a dynamic edge to the in-store vibe.<\/p>\n

\"Into<\/p>\n

Local stores embraced the concept further, hosting DJs for their own events, creating an entire vibe and experience within stores, turning Radio BurgerFuel into a fully-fledged radio station, and a platform for music and community engagement. The station has since expanded to feature international artists interviews, and even a \u201ctiny desk\u201d series showcasing up-and-coming performers in intimate, in-store gigs.<\/p>\n

\u201cNow we have stores that get really amongst this,\u201d Charlotte shares. \u201cWith live DJs in-store or cool music on if there\u2019s an event in town.\u201d It\u2019s a testament to how deeply music is woven into the BurgerFuel brand.<\/p>\n

This approach shows how BurgerFuel has taken the musical pillar of the brand and used it to give back to the people who produced it. Securing a OneMusic license was a crucial step in legitimising and expanding the station\u2019s reach.<\/p>\n

\u201cGetting our OneMusic license was so important,\u201d Charlotte explains. \u201cBecause it meant we\u2019re legally entitled to broadcast our Radio BurgerFuel playlist across stores nationwide.\u201d<\/p>\n

This license not only ensures compliance but reinforces BurgerFuel\u2018s commitment to supporting artists and fostering a thriving music ecosystem while enhancing the dining experience and its cult success.<\/p>\n

\n

Check out Radio BurgerFuel for yourself instore and online at <\/em>radioburgerfuel.com<\/em><\/a><\/strong><\/p>\n

And to find out more about getting a OneMusic license to liven up your business premises, click <\/em>here<\/strong><\/em><\/a>. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

A key part of the BurgerFuel experience is soundtracked by Radio BurgerFuel, the brand\u2019s very own in-store radio station.<\/p>\n","protected":false},"author":2,"featured_media":12877,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[440,469],"tags":[519],"magazine":[],"class_list":["post-12876","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-sponsored-content","tag-lead"],"acf":[],"yoast_head":"\nTune into the brand: How Radio BurgerFuel amplifies a strong identity | NZBusiness Magazine<\/title>\n<meta name=\"description\" content=\"Tuning into the brand: How Radio BurgerFuel amplifies a strong identity. 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