MAYER HAWTHORNE and Umami Burger Relaunch ‘The Hawthorne’ Burger

[Linda Carbone]

[-1][cid:image002.png at 01CE771F.1CFD58E0]
UMAMI BURGER AND MAYER HAWTHORNE RELAUNCH ‘THE HAWTHORNE’ BURGER

Singer to make surprise appearances on Umami Truck in Los Angeles

[cid:image003.jpg at 01CE771F.1CFD58E0]
The Hawthorne Burger, credit Umami Burger

New York, NY – July 2, 2013 -  Umami Restaurant Group<http://www.umamiburger.com/> and recording artist Mayer Hawthorne are re-launching the singer’s signature Umami Burger creation, ‘The Hawthorne,’ in celebration of his upcoming album release, Where Does This Door Go.

Personally designed by Mayer Hawthorne, in collaboration with Umami Burger’s culinary team, The Hawthorne is a combination of the singer’s personal style, signature cocktail, and his favorite Umami Burger menu items. The burger features cognac-infused parsnip puree, Umami’s signature beef patty, cognac fondue sauce, hatch chiles and crispy hatch chile straws. The Hawthorne originally launched in October 2012 to huge acclaim.

The Hawthorne will be available at select national Umami Burger locations starting Tuesday, July 16th, the same date as the Where Does This Door Go album release. Locations include Umami Burger’s flagship Los Angeles store at The Grove, Umami Urban in Hollywood, Umami Union in San Francisco, Umami South Beach in Miami and Umami Sixth Avenue in New York City, which is scheduled to open later this year. Fans who order the burger will also receive a free download of a Mayer Hawthorne track not included on the album.

Umami Burger will also serve slider versions of The Hawthorne on its newly launched Umami Truck, which is scheduled to make various stops around Los Angeles on July 10th and 17th, with surprise appearances by Mayer Hawthorne himself. Times and locations will be announced before each date on Umami Burger and Mayer Hawthorne’s Facebook and Twitter accounts.

“Mayer is one of our most loyal fans and we’re really excited to work with him again” said Umami Burger Founder and CEO Adam Fleischman. “We love that you can hear his music and eat his burger at the same time in an Umami Burger, with the chance of seeing him at the table next to you.”

"I’m a huge fan and it is quite an honor to be the first recording artist with my own Umami Burger,” states Hawthorne, “I wanted to create something that was distinctly me and something I would want to order on every visit.  My personal motto is “flashy but classy” and that’s The Hawthorne.  We nailed it.”

For more information on Umami Burger, please visit umami.com<http://www.umamiburger.com/>.
For more information on Mayer Hawthorne, please visit mayerhawthorne.com<http://www.mayerhawthorne.com/>.

# # #

About Umami Restaurant Group
Umami Restaurant Group is a Los Angeles-based restaurant group founded by Adam Fleischman, a self-taught chef and successful food and wine entrepreneur best known for his revolutionary burger concept, Umami Burger. Conceived as “fine-dining fast food,” Umami Burger was named “Burger of the Year” by GQ magazine.  Umami Burger’s first location opened on La Brea Avenue in 2009 and currently has a total of thirteen locations across Southern California and San Francisco, with additional locations planned across the country.  The Umami Restaurant Group also recently opened, UMAMIcatessen in Downtown Los Angeles featuring 5 different kitchens preparing food concepts from notable chefs from around the country.  Umami Restaurant Group is involved with 800 Degrees Pizza in Westwood and Red Medicine in Beverly Hills. For more information on Umami Restaurant Group and Adam Fleischman, please visit umami.com<http://www.umami.com/>.

About Mayer Hawthorne:
Hawthorne grew up in Ann Arbor, Michigan, just outside of Detroit, and vividly remembers, as a child, driving with his father and tuning the car radio in to the rich soul and jazz history the region provided. The singer, producer, and multi-instrumentalist counts Smokey Robinson and famed songwriting trio Holland, Dozier, Holland among his influences, but also draws inspiration from Michael McDonald, Juan Atkins and J Dilla. Hawthorne has produced and played instruments for much of his life, but never intended to become a singer. What he became, however, was a new school soul sensation, touring globally and earning accolades from Playboy, NPR and Entertainment Weekly. Hawthorne will release his third studio album Where Does This Door Go on July16th, 2013.

For more information on The Hawthorne Burger and Umami, contact:
Veronica Rathbourn
Dog and a Duck
veronica at dogandaduck.com<mailto:veronica at dogandaduck.com>

For more information on Mayer Hawthorne, contact Press Here:
Linda Carbone, Gina Schulman, and Stephanie Williams:
linda at presshereproductions.com<mailto:linda at presshereproductions.com>
gina at pressherepublicity.com<mailto:gina at pressherepublicity.com>
stephanie at pressherepublicity.com<mailto:stephanie at pressherepublicity.com>
-------------- next part --------------
An HTML attachment was scrubbed...
URL: <http://lists.pressherepublicity.com/pipermail/ph-nyc-vip/attachments/20130702/98dce136/attachment-0001.htm>
-------------- next part --------------
A non-text attachment was scrubbed...
Name: image001.jpg
Type: image/jpeg
Size: 3280 bytes
Desc: image001.jpg
URL: <http://lists.pressherepublicity.com/pipermail/ph-nyc-vip/attachments/20130702/98dce136/attachment-0002.jpg>
-------------- next part --------------
A non-text attachment was scrubbed...
Name: image002.png
Type: image/png
Size: 2539 bytes
Desc: image002.png
URL: <http://lists.pressherepublicity.com/pipermail/ph-nyc-vip/attachments/20130702/98dce136/attachment-0001.png>
-------------- next part --------------
A non-text attachment was scrubbed...
Name: image003.jpg
Type: image/jpeg
Size: 14767 bytes
Desc: image003.jpg
URL: <http://lists.pressherepublicity.com/pipermail/ph-nyc-vip/attachments/20130702/98dce136/attachment-0003.jpg>