
A nice burger when youโre a little hungover or havenโt gotten enough sleep is the perfect meal to usher you into your midday nap. At least, that was my plan as I walked over to University Commons Plaza, right across from Wilfrid Laurier University.
Ironically, the first ever CaliBurger in Canada has taken the place of what was formerly โRunnerโs Choice,โ a symbolic reminder Iโd spent more time on the north side of University and King eating rather than in the gym running.
Snapping me out of my contemplation, I was welcomed by a manager who immediately started telling me about the CaliBurger franchise.
Aware of the demographic around University and King, Caliburgerโs marketers reached out to The Advertising Project, Lazaridis Studentsโ Societyโs student-run advertising club, to assist in developing promotional material for their opening. The club had experience dealing with small business and non-profits, but they were excited to work with a larger franchise.
I sat down with Ryan Price, vice-president of accounts at The Advertisement Project and the main contact with the marketing group for CaliBurger.
โThey thought, which I agree with, that the best way to reach students is through other students,โ said Price.
A logical move that made me wonder why other restaurants hadnโt done the same thing.
โTo be honest, I think companies either donโt believe in the capabilities of students or that something like The Advertisement Project even exists. I think a lot of companies forget that theyโre around two universities that have thousands and thousands of students,โ said Price.
The partnership is intended to be beneficial for both sides. CaliBurger will get The Advertisement Projectโs expertise free of charge, while members of the club receive valuable experience and the opportunity to help the community.
โWe donโt do it to make money,โ said Price. โWe do it for experience like this. So students can put it on their resumes to help them get to where they want to be.โ

While in CaliBurger, I took a look at what they could offer the Laurier demographic. What stuck out was their emphasis on technology.
By downloading the CaliBurger smartphone application, youโre able to play games and compete with other customers on a massive television screen.
As I went to place my order, the price was displayed on an iPad. A couple people were using portable chargers given out at the front desk. This is all part of a strategy to brand the store as being โwith the times.โ
Yet, the University Commons location does a good job of balancing out all the electronics. A spacious layout invites eaters to dine in and the light-brown wood table offsets all the electronic screens.
In terms of the food itself, CaliBurger knows that itโs a fast food burger spot and doesnโt pretend not to be. They donโt offer insane twists nor do they provide many healthy alternatives.ย The menu is straightforward, with four highlighted combos. I rolled with the first one โ the CaliDouble.
My CaliDouble featured two juicy patties resting on a satisfying amount of fresh lettuce and tomatoes. Yet, itโs the nuances that made it above average. The โCali Sauceโ was tasty and didnโt overwhelm the meat, my personal favorite touch was an onion cushioned between the patties, ensuring I got all the flavors with every bite. Extra points for a burger that ensures the last bite has everything you tasted in your first bite.
CaliBurger serves long and skinny fries that arenโt spectacular. In order to add some flare, they offer them in โCali Style,โ which includes a couple slices of cheese and grilled onions on top. The main attraction is definitely the burger, albeit, at the price of around $14 for a combo.
Overall, the whole dine-in experience was satisfying. Fueled by the anticipation of their opening, the managers and employees were talking to everybody at the event trying to get feedback. They seemed to understand that in the food business, first impressions are everything.
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