For everyone else, it’s likely his extravagant video productions have not gone completely unnoticed. From giving away millions in prizes to recreating a real-life version of the Korean Netflix hit “Squid Game”, nothing MrBeast does is particularly subtle.
Since going viral in 2017, MrBeast has become a fan favourite thanks to his unique format of engaging videos and giveaways. Now, leveraging the power of his fan base, his foray into the food business rivals his growth on YouTube.
Riding the wave of virtual or cloud kitchens and a captive audience, MrBeast Burger launched in the United States in November 2020 at a physical popup location in North Carolina, celebrating with free giveaways and causing queues up to 30km long.
The brand has since spread to over 1,000 locations, including in Canada and the United Kingdom. And now, through Taiwan-based cloud-kitchen operator Just Kitchen, it has landed in Asia, with plans to further expand its footprint.
To that end, Just Kitchen has partnered with local kitchen-solutions provider COOX to ensure a smooth transition into the Malaysian market. Foodies rejoice, as MrBeast Burger launches in Malaysia today!
What’s on the menu?
MrBeast offers its own spin on classic cheeseburgers, with the “Chris Style” and “Chandler Style” meals boasting delicious beef patties, house seasoning, cheese, and other ingredients on its signature MrBeast bun.
The “Beast Style” burger is its take on a “smashburger”, where pulverising the meat – versus cooking it intact – allows for more juices to flow as the cheese is melted between the smashed patty and allows the edges to sear.
Kicking up the notches for spice lovers is the Nashville Hot Chicken Tender Sandwich, with two generously coated pieces of crispy tenders. The Karl’s Deluxe, meanwhile, features a beef patty and grilled cheese on an inverted MrBeast bun.
And, for a unique take on a comfort-food favourite, Karl’s Grilled Cheese features three slices of American cheese, similarly sandwiched between flipped buns.
Orders can be made via the COOX application at a 35% discount, and will be available later on other popular food-delivery apps as well.
Self-pickup is also an option from Just Kitchen’s outlet in Bukit Bintang, Kuala Lumpur; or from Just Kitchen @ COOX Kitchens in Glo Damansara, Petaling Jaya.
So, who is this MrBeast, anyway?
Jimmy Donaldson, the 24-year-old behind the brand, used expensive stunts to attract valuable views on his road to becoming the fifth most-subscribed channel on the platform.
With an estimated US$54 million (RM256 million) in earnings in 2021, Forbes ranked MrBeast as YouTube’s highest-earning creator earlier this year.
Apparently not quite ready for retirement, he recently announced a US$150 million expansion of his business empire – giving it a staggering US$1.5 billion valuation. Not too shabby for a content creator who was barely in his teens 10 years ago!
In the Klang Valley? Get your burger fix by ordering from COOX, or eventually via Grab or FoodPanda.
Reg Ching is a walking quadriplegic (OKU), digital nomad, business consultant, medical cannabis advocate, and cryptocurrency enthusiast. Follow his journey at regching.com.