DaBurger growing in popularity

DaCanadian is the newest version of DaBurger, a pork burger available at the United Center during Chicago Bulls and Blackhawks games. (Photo from www.ilpork.com)

Those attending a Super Bowl in the future might be able to grab a pork burger at the big game.

The Illinois Pork Producers Association continues to expand on efforts to market DaBurger – a half pound pork burger available in a variety of ways – at professional sporting events.

DaBurger has a tie to Bloomington-Normal, as the idea began at a Normal Cornbelters game in 2010, according to Tim Maiers, director of public relations with the Illinois Pork Producers Association.

At that time, the Illinois Corn Marketing Board invited the pork producers group to participate in a Pork Night at the Corn Crib.  They provided samples of pork burgers and also offered them on the menu at the concession stand.  The pork burgers went over so well that they stayed on the menu at Cornbelters games.

In the fall of 2010, the Illinois Pork Producers Association had the opportunity to do a tailgate event at Soldier Field during a Chicago Bears game.  They eventually expanded on that popular event to offering pork burgers at all Chicago Bears games during the 2011 NFL season.

“That’s where the name DaBurger came from,” explained Maiers.  “We were looking at something that we could kind of brand, and definitely with the tie-in with the Bears and that iconic name and doing something a little different with that, and that’s how the DaBurger came along.”

DaBurger was available at one mobile cart at Soldier Field during Bears games this past year, with three different variations of the half pound pork burger:

• Pork BLT – pork burger with bacon, lettuce, tomato and dijonnaise

• Bacon Cheddar Delight – pork burger with bacon, cheddar, grilled onions and BBQ sauce

• Pork 3-Ways – pork burger with pulled pork and bacon topped with cheddar and BBQ sauce

All of the half pound ground pork patties for DaBurger at Soldier Field were supplied by Bloomington Meats.

The project is expanding further to the United Center, where DaBurger is now available at Bulls and Blackhawks games.  There are four locations selling DaBurger at the United Center, and the latest version there is DaCanadian, which comes with Canadian bacon, lettuce, tomato and cheese.

Maiers said it has been fun to see the project grow.

“What we did at the Cornbelters ultimately ended up with what we did at the Bears and now at the United Center.  It’s those things along the way… it’s kind of neat to see that all come together and be part of that.  Those are producers’ checkoff dollars at work there,” said Maiers.

Officials at Soldier Field told the pork producers that for a new item sold at one location, 100 sandwiches sold per game would be a success.  DaBurger averaged 172 sandwiches a game for a total of nearly 1,600 pork burgers during the eight games.

Maiers said the group sells about 10,000 pork burgers during the 10 days of the Illinois State Fair, but it is a different set up and much more established.  They hope to expand sales in 2012 at Soldier Field and also at the United Center, where there are more games and more locations.  Maiers said the group is looking at the bigger market picture, as well.

“With beef supplies being as tight as they are, we see that as an opportunity for ground pork to gain some market share there,” said Maiers.

The National Pork Board is also now involved in the project, which will potentially help to expand it beyond the Chicago area.

“Our vision is really not just to sell so many sandwiches as a ballgame.  We’re really looking at the long term,” said Maiers.

That means getting consumers to think about pork in a different way and to incorporate more pork into their daily diets… not to mention giving DaBurger a try next time they’re at the big game.

To hear the interview with Tim Maiers, click here:

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Carrie Muehling can be reached at carrie@wjbc.com.