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Burger challenge puts Geneva students’ creativity on menu

GENEVA – A burger is a burger – unless it’s the Maxwell, the Crabby Patty or the Cali Green.

All three were designed by Geneva High School in Eric Hatzel’s marketing class and will be put to the test in a burger challenge from 5 to 9 p.m. Wednesday at Tom and Eddie’s, 1042 Commons Drive, Geneva.

Hatzel’s class was divided into three groups of 10 students. Each was charged not only to design a new burger, but also to build an ad campaign to market and advertise it.

“The winning burger – the one that sells the most – that group does receive a catered lunch and they will get their burger on the Tom and Eddie’s menu for the next 15 days,” Hatzel said.

Eric Krupa, a 16-year-old junior in the marketing class, is in the group that designed the Maxwell. 

“We’ve been working on it about two to three weeks,” Krupa said. “It was hard to design a burger because we had to take something that was classic and spice it up and add something extra to make it different – but still great.”

They started with an abstract of the burger and a list of ingredients from Tom and Eddie’s to choose from, he said.

Krupa said he had not personally tasted the Maxwell because that task went to other members of his group.

“They went to Tom and Eddie’s to do a taste-test and tweak it, but it did not need to be tweaked,” Krupa said. “It was good, and they were satisfied with it.”

Hatzel outlined the three burgers and what makes them special:

• The Maxwell – a burger with maximum taste that is well done – is a beef patty on a pretzel roll, with cheddar cheese, bacon, caramelized onions and chipotle ranch sauce for $8.49. 

• The Crabby Patty is a beef patty with a gourmet roll, lettuce, pineapple, pickles and chipotle mayonnaise for $6.99.

• The Cali Green is a beef patty on a gourmet roll with lettuce and tomato, cilantro, goat cheese and a piece of fried avocado on top for $7.49.

Hatzel said Tom and Eddie’s approached him with the idea about a year ago. The school will receive 10 percent from sales of the students’ burgers to support its programs.

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