Eddie Rockets

Irish restaurant chain serving up old-school American-style comfort food, Eddie Rockets, partners with Biscoff® to put the official 'Created With' stamp on core Biscoff® shake, and launches it as part of their ‘Milkshake of the Month' initiative.

Eddie Rockets customers’ curiosity sky high for Biscoff® Milkshake

Eddie Rocket's is a restaurant chain serving up old-school American-style comfort food. Predominately based in Ireland across 38 locations, Eddie Rockets also has restaurants in Germany and Denmark. Mostly known for their hamburgers, milkshakes and fries, which have been their top sellers for the past 35 years, the Irish restaurant chain value high quality ingredients as Tobi Lukaschek, Marketing and Business Development explains:

“Eddie Rockets is about bringing people together over great food in a fun, feel-good 1950s-style diner experience. We place a high importance on quality ingredients, and we do our best to source locally where possible. One of the distinguishing factors of Eddie Rockets is that we use only fresh beef, so everything is prepared and cooked in-house to order.”

But Eddie Rockets are known for more than just hamburgers, milkshakes are core to their identity. Their ‘Milkshake of the Month’ initiative, which runs alongside the core milkshake menu, is an opportunity to jump onto trends and topical pop culture elements to drive engagement and curiosity for their loyal customers. This month, Tobi wanted to showcase a shake that has been a customer favourite for many months, but with a new twist:

“This month we are shouting about our core Biscoff® shake which has been updated to meet official Biscoff® standards. We felt the enhanced brand partnership would fit well with our shared demographic and the growing Biscoff® trend online.  It was the right moment to introduce this to our customers in Ireland.”

To maintain consistency of the shake across all stores, Robert Fortune, Area Manager for Eddie Rockets in Ireland, ensures staff follow a simple recipe guide:

“Our steel container gets filled three quarters with ice cream, then we add about two scoops of Biscoff® crumb and then blend with some milk, making sure it's nice and thick and not too runny, nobody likes their shakes runny. Then we drizzle the Biscoff® topping sauce in and around the inside of the glass before pouring in the blended shake and topping with whipped cream, more Biscoff® crumb and a Biscoff® sandwich biscuit.”

“The Biscoff® products are extremely easy to use. The crumb is perfectly packaged, and the topping sauce is ready in a bottle, so there's little to no prep.”

“I love Biscoff®. Everyone knows Biscoff® from that biscuit you get on the side of a coffee, but nobody really knows it as a shake. So, customers are pleasantly shocked to see it that way and they're open to trying it because it's a brand they know.”

Mid way through the month and Tobi is already noticing the difference the official partnership is making:

“So far, feedback from customers has been tremendous. We're getting really good engagement rates and from a sales perspective, we have seen an uptake in shake orders and it’s also acting as an upsell with customers trading up to fries or other core items.”

“Collaborating with the team at Biscoff® has been great from start to finish. Communication was clear and everybody adhered to what each party had promised. Having an official Biscoff® shake on menu gives authenticity to the product and our customers see that it's the real deal.  It just helps make every visitor feel like it’s a little treat.”