Of course there is social media, too

Perhaps the most ambitious gimmick of the 4food experience is to create a profile and log burgers that you've saved and named so that other patrons can order them--and you'll get 25 cents in store credit. Burger creators are encouraged to spread the word via Facebook and Twitter, and even to create guerilla YouTube ads for their burgers.

Read the related article: "Is this the burger joint of the future?"