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| Jimmy Donaldson (centre) built out his global MrBeast Burger business from its origins in the world of 'ghost kitchens'. Photo: Dave Kotinsky / GETTY IMAGES NORTH AMERICA/Getty Images via AFP/File Source: AFP |
On September 4, 2022, a bustling scene unfolds at a New Jersey shopping mall as approximately 10,000 enthusiastic voices unite in chanting "Beast, Beast, Beast." The reason for this fervor is the impending launch of a burger restaurant by none other than YouTuber MrBeast, whose real name is Jimmy Donaldson. The anticipation among the crowd is palpable and electric.
MrBeast, recognized for his online presence and boasting over 170 million subscribers, has embarked on a notable journey with his MrBeast Burger enterprise. Originally conceived as a virtual culinary concept offered exclusively through delivery apps from "ghost kitchens," his burger business has experienced a significant evolution.
However, a remarkable shift has recently taken place. At the age of 25, Donaldson has emerged as one of the globe's preeminent YouTubers and has chosen to initiate a legal dispute against the burger suppliers, aiming to terminate their collaboration. In late July, this legal action commenced, with court documents incorporating poignant statements from dissatisfied patrons. Among these is a scathing review from a New York customer who likened the MrBeast Burger to an unpleasant encounter with an overpowering garlic powder flavor.
In a surprising twist, the company operating the ghost kitchens, Virtual Dining Concepts, responded with a counterclaim seeking a substantial $100 million in damages.
According to Jess Flack, the founder of influencer marketing agency Ubiquitous, this legal proceeding bears broader implications for the influencer community. It signifies a turning point in the association between influencers and ghost kitchens that initially gained traction during the pandemic's lockdowns, a period when home confinement and restaurant closures reshaped consumer behaviors worldwide.
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| Donaldson, 25, is often dubbed the internet's Willie Wonka because he hands out huge amounts of cash or life-changing experiences at random. Photo: Michael Tran / AFP/File Source: AFP |
Flack underscores that this situation diverges from instances involving other luminaries such as Arnold Schwarzenegger, George Clooney, and Eminem, who ventured into the food industry alongside their established careers. For MrBeast, who has built his identity around his personal brand, the decision to challenge the quality of his burger offering aligns with his unique circumstances.
Despite the challenges faced, Donaldson maintains a positive trajectory. His diverse range of ventures, including cookies and chocolate bars, garners favorable reviews. Furthermore, his contemporaries within the realm of social media demonstrate the enduring viability of food-related enterprises. Successful examples include lifestyle YouTuber Emma Chamberlain's thriving coffee business and the flourishing energy drink line endorsed by viral stunt creator Logan Paul.
This trend extends beyond American borders, with prominent European YouTubers like Mister V from France and Spanish internet sensation Carlos Rios finding success with their respective food brands on supermarket shelves.
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| Arnold Schwarzenegger was among many stars to have invested in the Planet Hollywood restaurant chain. Photo: Gérard JULIEN / AFP/File Source: AFP |
Vince Miller, a scholar at the University of Kent, observes that many YouTubers cultivate a dedicated and engaged fanbase due to the perceived intimacy of their interactions with audiences. However, the question arises: What occurs if these ventures encounter setbacks or failures?
In Donaldson's case, his altruistic acts often likened to those of an internet-based "Willie Wonka," along with his cheerful and vibrant persona, continue to resonate. He sustains his philanthropic endeavors through reinvesting his substantial profits, with Forbes estimating his 2021 earnings at $54 million, into the creation of high-production-value videos. These videos, characterized by extravagant giveaways and his charismatic ringmaster-like demeanor, have propelled him to stardom and garnered a massive following.
Despite the occasional skepticism, particularly from older generations, regarding the juxtaposition of his charitable endeavors with his pursuit of online engagement, his core fanbase remains steadfast. They view his content consumption as a form of positive contribution to his philanthropic initiatives.
One of his recent videos, "7 Days Stranded at Sea," which chronicles a week-long rafting adventure, achieved a staggering 46 million views within its initial day of release, reportedly breaking records. Donaldson humorously remarked on X, formerly known as Twitter, that this success proves his appeal isn't solely reliant on monetary giveaways, but also extends to shared experiences and laughter amidst challenges.
For those who find it perplexing, his blend of charity and entertainment remains a distinctive draw. In his own words, he asserts that "Beast Philanthropy is literally funded by your eyeballs," emphasizing the symbiotic relationship between his creative output and the meaningful impact it generates. This sentiment resonates deeply with his viewers, underscoring his enduring influence in the digital landscape.
