Surviving the initial bite
Digital partnering and collaboration is on the rise. A lesson from MrBeast
In December 2020 the world’s most popular you tube star Jimmy Donaldson ‘Mr Beast’ partnered with a ghost kitchen to create MrBeast’s Burgers, a virtual burger restaurant chain. He brought the brand; they brought the kitchen. A win, win that proved to be immensely successful.
Digital partnering and collaboration is on the rise. Through technology interested parties are able to combine their capabilities to create exciting new products and value added services, at speed and at scale.
However, the longevity of any digital relationship relies on a great fit, common goals, and collaborative working practices.
Earlier this year Beast Burgers' fledgling relationship turned sour. Mr Beast sued the digital kitchen for ‘inedible burgers and damage to reputation’. The kitchen in turn countersued for breach of contract.
Choosing a partner is a delicate affair. It’s worth taking the time to get to know one another first to ensure expectations match.
Happily, MrBeast’s first foray into fast food wasn’t his last. His new range of chocolate bars ‘Feastables’ has launched, and is already proving to be a viral sensation
