What You Can Learn from This Well-Done Campaign in Cabarrus, NC

Never underestimate the drawing power of a good burger. That’s the No. 1 lesson from a smashing success created by Explore Cabarrus, the DMO for the suburban county northeast of Charlotte, North Carolina.

Cabarrus Burger Madness, a now annual tradition, attracted visitors from 14 states and participating restaurants sold 9,500 specialty burgers in 2026. That translated to more than $160,000 in estimated restaurant sales during the month, according to Julie Hinson, the newly promoted senior vice president of marketing and communications at Explore Cabarrus. The DMO also recorded 1,599 passholders and more than 2,500 restaurant check-ins.

The economic impact is huge, and an extra topping is that Explore Cabarrus was named the winner of the Bridging Communities Award by the U.S. Travel Association’s 2026 ESTO Awards.

Inspired Insights talked to Hinson from Explore Cabarrus about the initiative and how other destinations can learn from the DMO’s creativity. Here are some slider-sized takeaways.

1. Burger Madness met a community need.

While almost everyone loves a good burger (beef, turkey, or veggie) and March Madness, combining the two came out of necessity. Back in 2021, local restaurants were struggling to maintain customers wary of going out to eat during the COVID-19 pandemic. “While the state of travel remained uncertain, Explore Cabarrus shifted our traditional destination marketing efforts inward,” said Hinson. “We gave diners a fun reason to get out, try something new and support those businesses.”

2. Explore Cabarrus is an active partner.

The DMO didn’t just plant the seed for the Burger Madness idea and let restaurants flip for it. The tourism team continues to champion the campaign and the local restaurants with valuable support. Explore Cabarrus provides the platform and marketing tools. Hinson notes the organization equips participating restaurants with campaign information, instructions for the mobile pass, branded materials and professional photography of their burger so they can confidently promote their participation on their owned channels.

The candied G.O.A.T. Burger from Johnny Rogers BBQ and Burgers. Credit: Explore Cabarrus

3. The spotlight is on local businesses.

In an era where travelers are seeking out experiences they can’t find elsewhere, there is no better way to do that than point guests to local businesses. “During Cabarrus Burger Madness, the restaurants themselves become the attraction,” said Hinson. “Rather than asking visitors to experience the program in one centralized location, we encourage them to travel directly to participating restaurants throughout Cabarrus County.” Restaurants have responded enthusiastically. Participating eateries develop an entirely new burger for the competition, and more than 100 unique creations have been cooked up during the program's history, according to the DMO.

4. The Madness adapted with the times.

Fortunately, there is no longer a pandemic and consumers are, by and large, comfortable with everyday activities again. That’s allowed the DMO to shift back to its typical role of seeking out-of-town visitors to drive business and generate tax dollars. Realizing it had a hit on its hands, Explore Cabarrus made Burger Madness a tool to recruit tourists. “Food is an incredibly effective destination storytelling tool because it is both universal and deeply local,” said Hinson. “Dining is already an important part of the travel experience, but Cabarrus Burger Madness gives travelers a reason to think more intentionally about where they eat and the people behind those restaurants.”

5. Traffic is monitored.

Word of mouth is great, but goes only so far. That’s why Explore Cabarrus introduced a mobile pass in 2024 and requires diners to check in before voting. “That was an important step in the evolution of Cabarrus Burger Madness because it gave us key insights on how people were engaging with the program,” Hinson said. The DMO can look at metrics such as pass registrations, restaurant check-ins, geographic reach and voting activity alongside the sales information and qualitative feedback it receives from the restaurants. The numbers are gratifying for everyone involved.

Said Hinson: “For a program that began primarily to rally our local community around restaurants during a challenging period, that geographic reach is especially rewarding. It shows us that Cabarrus Burger Madness can generate immediate spending for local businesses while also giving national travelers a compelling reason to discover Cabarrus County.”

Photo Credit: Explore Cabarrus