Last week, Christina Arceneaux helped Burger Weekly kick off a new revive Burger Insight, a regular column in which a less taste-driven look at the hamburger world is featured on the site. Whereas last week Christina took issue with the gender dynamics of hamburger marketing, this week I’m going to look at another sore spot in the advertising of burgers: the bait ‘n switch.
Xi’an Famous Foods opened its newest location on the Upper West Side last Saturday. To drum up attention for the opening, they ran a like-gating Facebook promotion that generated a coupon for a free burger or noodle dish. My curiosity was piqued, and apparently so was the curiosity of many New Yorkers, because when I arrived at the joint at noon there was a line out the door and down the sidewalk. It moved fast, but when I got inside, I realized that there wasn’t much of a burger to be had.
That said, the line moved quickly and the two sandwiches were actually quite tasty. I have to give the place credit, as my tolerance for spicy foods is rather high, but the lamb sandwich had me making a trip to the nearby Duane Reade to get something to quell the fire in my mouth. I would even go as far as to recommend Xi’an Famous Food for a quick and cheap snack; I just wish that they’d advertise their chopped-meat sandwiches as such.