Alumnus Creates Burger for Whole Foods


October 28, 2011

The Thurston hamburger cut in half on a plate

How do you capture the vibrant environment of more than a thousand first-year students living in George Washington’s Thurston Hall?

With a burger.

The Thurston Fix, created by Karl Schaffer, B.B.A.’02, was the winner of Whole Foods’ recent “GWU Burger Contest.” Mr. Schaffer’s creation—which features a fried egg, fried onions, hot peppers, cheddar and Colby cheeses, smashed tater tots and ranch dressing—beat out 11 other entries to be a Wednesday special at the store’s burger station. Mr. Schaffer’s profile is also on display at the station and on the store’s Facebook, Twitter and Tumblr pages.

“I was blown away to learn that I had won the contest,” said Mr. Schaffer. “It was an amazing feeling. I had never won anything like this before —an accolade for my cooking.”

Mr. Schaffer’s burger won by receiving the most “likes” on Whole Foods’ Facebook page. Aiming for a burger that could be eaten “at all hours of the day,” Mr. Schaffer said the burger incorporates his breakfast staples—eggs and tater tots—with ingredients he uses in omelets. He chose the ranch dressing because it “contributes but not overwhelms.”

“I was shocked at how good it turned out the first time I made it,” he said. “It exceeded my expectation. I can only hope it continues to do so.”

Mr. Schaffer also wanted a burger that matched the “high energy and enthusiasm” of Thurston Hall, which he calls a GW landmark.

“I wanted a burger that could compete with the intensity [of Thurston],” he said. “Something that could capture the freshmen experience: Active 24/7.”

Whole Foods Foggy Bottom Marketing/Community Relations Team Leader Kim Bryden said she “absolutely loves” the Thurston Fix.

“Growing up in New Jersey where there are the infamous ‘grease trucks,’ I have a soft spot in my heart for burgers and sandwiches with numerous and potentially extreme ingredients,” said Ms. Bryden. “Karl is a spirited GW alumnus, which makes this burger a special addition to our already delicious burger station. I hope the GW community will stop by on Wednesdays and enjoy the Thurston Fix.”

Ms. Bryden said the GW burger contest is just one example of the store’s strong partnership with George Washington, which includes profiles of GW community members in the store, a drink called “The Hippo” at the coffee/juice bar and a weekly poster of George Washington athletic events.

“We are thrilled to be a part of this community, especially to have such a strong partnership with George Washington University,” said Ms. Bryden. “We are emphasizing an ambiance in the store that really supports the GW community.”

Mr. Schaffer currently lives in Manhattan and works in marketing at L2 Think Tank, where School of Business Dean Doug Guthrie is a contributing thought leader. Mr. Schaffer also writes about business on his blog and is helping build his father’s art business. He said George Washington remains an important part of his life.

“The reason I am successful today is because of GW,” said Mr. Schaffer. “I landed my first internships on Capitol Hill and with General Motors through the GW School of Business. I got my first job three blocks from campus through a Phi Kappa Psi fraternity brother. Going Buff and Blue was the best decision I could have made, and I wouldn't change it for the world.”

Mr. Schaffer said he’s looking forward to seeing customers enjoying his winning creation.

“I can't wait to drop by on a Wednesday and both order it for myself and see how other people enjoy it,” he said. “It’s a great feeling.”