Gen Xers and early millennials may remember Minute Burger as a quaint homegrown fast food brand in the 90s. It grew to have a few brick-and-mortar stores during that decade. Late into the 2010s, Minute Burger has become an Internet hero and is especially known to Gen Z because of its “Meme Lord” status.
Naturally, the memes were just part of what gave Minute Burger its fame in the age of the Internet. Even before they became social media darlings, Minute Burger has been relevant due to a combination of having a good value-for-money product and picking the right partners to grow with.
Minute Burger is owned by the Leslie Corporation, best known for being the makers of Clover Chips. It is one of the longest standing Buy 1, Take 1 burger brands in the market and has been operating since 1982. Throughout its history, it has been keen on being more accessible to its market, and it found that partnering with the first and only Super Minimart in the Philippines was a good way to achieve that.
