Love It…or Don’t Get It: Roadster’s Summer Campaign Has Everyone Divided

Roadster’s most recent summer campaign has all the self-proclaimed and credentialed marketing experts talking. In case you’ve missed the billboards, the social media buzz, and the wide range of reactions, here’s a closer look at what makes this campaign one of the summer’s standout efforts.

WE DESERVE SUMMER: What’s This Campaign About?

WE DESERVE SUMMER marks Roadster’s bold return to the vibrant, carefree spirit of summer after a challenging year in Lebanon. The campaign features well-known Lebanese personalities Wael Arakji and Yara Bou Monsef and spans billboards, social media, and in-branch experiences.

Alongside launching seven new summer menu items, Roadster has revamped its restaurant decor and staff uniforms to reflect the season’s energy.

Why Don’t People Like It?

The feedback the staple diner received was that some people just didn’t get it. Some users called the campaign “appetite-killing”, criticizing Roadster for using celebrity faces with no real storytelling.

Marketing professionals also raised an eyebrow at the campaign’s direction, noting that a food brand’s story should ideally center around the food itself. With its heavy focus on summer visuals, from surfboards to pool shots and celebrity cameos, many were left wondering: Where are the burgers?

But Let’s Be Real For A Second

Will Lebanese people ever wonder what Roadster is selling? This spot has been around for 27 years (and counting), serving up comfort bites we’ve all known and loved since 1998.

The never-disappoints, part-of-everyone’s-childhood type of spot, Roadster has earned the kind of loyalty most brands dream of. It’s where you went after school, on first dates, for late-night cravings, or on those indecisive days when you didn’t know where you wanted to eat, but somehow ended up in their booth, ordering your go-to comfort meal.

People forgot that Roadster doesn’t need to win you over with food. We already know their food is good. It’s the one place we’ll always come back to. With this campaign, they’re simply reminding their loyal customers: you’re making memories this much-needed summer, and as always, we want to be part of it.

Even when the visuals lean more poolside than plate-side, the brand equity runs deep. People might critique the campaign, question the creative direction, or debate the relevance, but they’re still talking about it.

At least now you’re curious enough to actually go see what their summer menu is all about.

Final Thoughts

The campaign is a reminder that strong brands don’t always need to follow the traditional playbook. Roadster continues to challenge competitors because it creates real connections with its audience.

They don’t just want to make you hungry for their food. They want you to always have their brand in the back of your mind, associated with good times, comfort, and memories.

This deeper connection is what keeps people coming back, summer after summer, campaign after campaign. It’s not just about the burgers; it’s about belonging.

From a marketing perspective, Roadster delivered. With a simple campaign with very clear messaging, you don’t need to do mental gymnastics to appreciate the message.

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