Rockstar Games has partnered with Florida-based burger chain Skinny Louie to bring the fictional Burger Shot fast-food chain from the Grand Theft Auto universe to life. The promotion, timed to build anticipation for Grand Theft Auto VI, will see Skinny Louie locations across Florida transform into Burger Shots.
The campaign is set to begin in early November and will run through December 31. Customers in South Florida will be able to purchase menu items inspired by the game, including smash burgers, fries, and drinks, directly from these pop-up locations or via delivery. The Kaseya Center in Miami will also feature Burger Shot offerings, alongside a real-world Cluckin' Bell, another in-game fast-food establishment.
It remains unclear if the Cluckin' Bell experience will extend beyond the Kaseya Center in the same way the Burger Shot locations will be available throughout Florida. As part of the broader promotional efforts for Grand Theft Auto VI, Miami's beaches and hotels will also serve as backdrops for marketing campaigns.
This immersive promotion has drawn some local opposition. A segment of Miami lawmakers has voiced concerns that the city's collaboration with Rockstar Games, by accepting promotional funds, could lead to an unflattering portrayal of the city as a "murder capital." Conversely, other local officials have dismissed these worries, arguing that the promotion is simply tied to a video game.