For Henrique Azeredo, creator, partner and ‘Patties’ father’, the customer’s arrival has to be a consequence, not the means
Simple and well done. That was Henrique Azeredo’s wish when he decided to have his own hamburger shop and it was under this concept that on April 1, 2019 Patties was born, in the Brooklyn region of So Paulo.
Drinking from the original source of McDonald’s and the first hamburger restaurant in the world, White Castle, the classic bread, meat and cheese from the metropolis of São Paulo has become the “point” for those who like to remember the taste of childhood.
“All [as hamburguerias clssicas] industrialized and this concept of the beginning was lost. That’s exactly what I wanted to bring: the beginning of the Hamburger, when bread, meat and cheese were slices similar in size, but with fresh meat, fresh cheese, homemade potatoes”, explained “Patties’ dad”. , as Henry calls himself.
Currently, the hamburger shop has three stores in So Paulo, affectionately known as Portinhas, and seven dark kitchens, which are kitchens that only work for delivery.
The inspirations in other hamburger houses are clear to the public, from the most distracted to the one with the sharpest eye, and all Patties stores have a golden arch, referring to Arcos Dorados (McDonald’s CNPJ name in America Latin).
Inside the “little doors”, the white brick cladding conveys the atmosphere of the White Castle. In addition, the inspirations also appear in the hamburger shop’s logo. ” as if it were an easteregg. On the sides of the logo, there is an ‘M’ for McDonald’s and a ‘W’ for White Castle”, explained Henrique.
Social networks such as CPF and CNPJ
Quality and value for money are crucial points when it comes to customer loyalty, but there is another point that contributes to Patties being the first choice for some hamburger lovers: the proximity of the hamburger shop to its customers through social networks.
The official Patties account on Instagram has more than 250,000 followers and is used by Henrique as his CPF and CNPJ, with posts in the first person and with a more relaxed tone of voice.
Three years old, with a loyal audience on the networks and revenues of BRL 5 million per month, Patties has no intention of advertising in other media such as TV and OOH media. ??[Esse tipo de comunicao] It’s very expensive, so I prefer to concentrate the investment on pleasing the client with legal campaigns and other achievements that benefit them than spending to attract them… I really believe that the client’s arrival has to be a consequence and not the means in itself”, Henry pointed out.
Collaborations with nostalgia
Along the trajectory, Patties stood out in the market not only for nostalgia, but also for the collaborations it made. In 2020, the hamburger shop announced the collaboration with Bob Esponja and the partnership included a hamburger, snack, ice cream, personalized cups and packaging, in addition to clothing items such as socks and a cap.
According to the creator of the hamburger, the launch with Bob Esponja had a difficult start because it was a different promotion than the sector was used to. Henrique explained that, in the beginning, the global animation team was not open to a new model.
“The team from Brazil [do Bob Esponja] It helped a lot in the process and we created a new contract, a global pilot for a new type of promotion and this disruption worked so well that it became a global case. Today, the Patties contract is a new business model all over the world”, said Henrique.
After the collection with the cook from Bikini Bottom, it was Patties turn to close a collaboration with one of his inspirations, White Castle, as well as others with Budweiser, Bob’s, the Mexican franchise Chaves and, recently, a collaboration with some chefs renowned national brands for the Patties version of World Cup burgers.
Today, Henrique celebrates the success of the collaborations, not only for having pleased the brand’s fans but also for having increased his “son’s” revenue and points out that despite the money, what makes him happy is seeing his own dream come true.
“The collaboration with Bob Esponja increased store revenues by more than 100% and Chaves by almost 80%. Just the expense we have in these campaigns is not normally paid for, but that’s okay, the dream come true and the honor of doing something iconic is worth more to me personally than any revenue and at the end of the day we earn a lot as a brand, so it’s worth every penny”, he concluded.
