Shake Shack's Mark Rosati (centre right) at The World is Your Burger launch party
Shake Shack's Mark Rosati (centre right) at The World is Your Burger launch party

Bean burger or hamburger?

That was the question being asked in New York last week when we threw launch parties for our new food titles

What should you serve at a leading book launch? A quarter-pound of beef in a bun? Or tasty, nutritious food, entirely free from animal products? The tastemakers of Manhattan got to have it both ways last week.

 

Guests enjoy the food at The World is Your Burger's launch
Guests enjoy the food at The World is Your Burger's launch

A well-heeled gathering of gastronomes came together in New York a few days ago to celebrate the publication of The World is Your Burger, an encyclopaedic, eye-catching tribute to one of the world's most popular foods - the hamburger.

 

From left: Phaidon's Senior Publicist Kate Greenberg; Vice President of Global Marketing and Communications, Linda Brennan; Phaidon's CEO Keith Fox; Phaidon's Publisher Emilia Terragni
From left: Phaidon's Senior Publicist Kate Greenberg; Vice President of Global Marketing and Communications, Linda Brennan; Phaidon's CEO Keith Fox; Phaidon's Publisher Emilia Terragni

The event was held at The Beatrice Inn chophouse on West 12th Street. Guests, including Mark Rosati, culinary director of Shake Shack, and editors from Food & Wine, enjoyed new interpretations of classic burgers such as the Big Mac, the Whopper, and offerings from White Castle, In & Out, and Beatrice Burger, alongside platters of herbed truffle fries.

 

Food is served at The World is Your Burger's book launch
Food is served at The World is Your Burger's book launch

Meanwhile, at 300 West 57th Street, the staff, visitors and guests of Hearst Tower, enjoyed a pop-up lunch offering from Jean-Christian Jury, author of our new Vegan cookbook.

 

Jean-Christian Jury serving vegan food at Hearst Tower
Jean-Christian Jury serving vegan food at Hearst Tower

The French-born, LA-based chef and restaurateur, impressed Heart’s employees and visitors, who produce Good Housekeeping, Oprah Magazine, Food Network Magazine and Elle among other titles; his avocado and asparagus tostadas sold out well before their 1pm lunch break.

 

Jean-Christian Jury serving vegan food at Hearst Tower
Jean-Christian Jury serving vegan food at Hearst Tower

Didn’t get to either of those spots? Fear not, you can still have it both ways. Go here for a hazelnut and bean burger recipe; go here to buy a copy of Vegan; and go here to buy a copy of The World is Your Burger.