Where do people go to have burgers when there are at least 20 burger places just within a neighborhood? Usually, to the place that sells the best burgers. What if the burgers made by this place do not really taste like the “best burgers in town” to these people? The case is on Chillox, one of the top local burger joints in Bangladesh, that has been facing this issue for a while now. Widely popular for its ‘bang for the buck’ offerings and out-of-the-box marketing communications, Chillox has surely come a long way from its food-cart days by appealing to the value-conscious buyers, most of whom are students and young professionals. Now 11-outlet strong, Chillox caters to the needs and wants of the local youth through a variety of burgers and non-burger items and a unique mind sharing acquired via content marketing. However, in recent years Chillox has been struggling to make many of its customers happy with the taste and quality of its burgers. The case sheds light on what critical factors are responsible for much of this customer dissatisfaction and how Chillox tries to resolve this through product innovations and various promotional activities. The key issue of the case concerns validating Chillox’s claim that it sells the best burgers in town with the help of factual data presented in the case. While Chillox proudly claims that its burgers are the best, many a customer disagrees with it as is evident from the mixed criticisms Chillox burgers have garnered over the years. Students should be asked to assess the effectiveness of Chillox’s strategies and actions in handling the issues with its burgers. They then should be encouraged to share their perspectives about the course of actions Chillox should take to properly resolve the issue.