In 1984 the diminutive Clara Peller blurted out in a series of four television ads the memorable phrase that would pop up on T-shirts and in presidential campaigns: "Where's the beef?" The ad was devised by Wendys' advertising agency to attack the misconception that its Single hamburger was smaller than its competitors "big name" hamburgers. The campaign was so original that it stole the show at the 1984 Clio Awards, winning the advertising industry's highest honors and registering the highest consumer awareness level in the industry's history.
Source: More Top Secret Recipes by Todd Wilbur.
This recipe is available in
- 1 plain hamburger bun
- 1/4 pound ground beef
- Salt and ground black pepper
- 1 teaspoon ketchup
- 1 tablespoon mayonnaise
- 1/2 teaspoon yellow mustard
- 1 iceberg lettuce leaf
- 3 raw onion rings
- 1 large tomato slice
- 3 to 4 dill pickle slices
- Do This
1. Brown the faces of the bun in a large saute pan or griddle over medium heat. Keep the pan hot.
2. On wax paper, shape the ground beef into a 4x4-inch square. It's best to freeze this patty ahead of time for easier cooking. Don't defrost before cooking.
3. Cook the burger in the pan for 3 minutes per side, or until done. Salt and pepper during the cooking.
4. Spread the ketchup and then the mayonnaise on the top bun.
5. Put the cooked patty on the bottom bun. On top of the meat, spread the mustard, then place the lettuce, onion, tomato, and pickles, in that order.
6. Top off with the top bun and microwave for 15 seconds.
Makes 1 burger.
Single with Cheese
For a Single with cheese, place 1 slice of American cheese on the beef patty when assembling the burger.
I'm Todd Wilbur,
Chronic Food Hacker
For 30 years I've been deconstructing America's most iconic brand-name foods to make the best original clone recipes for you to use at home. Welcome to my lab.