For proprietor Ray Prescott it was just a way of keeping things fresh and interesting.
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His schnitzel challenge at Kitchener's Khartoum Hotel had run its day and he needed something new.
What about a giant hamburger that people have to eat in 30 minutes? Maybe give that a try?
"And seriously, my phone hasn't stopped ringing since," Ray said, clearly nonplussed by the attention it has attracted. "No doubt other pubs have done something similar at some stage, but none of them seem to have gone off the charts like this one has. Don't ask me why."
Fifty-five challengers in the first 14 weeks, for 54 fails and one glowing success - James Webb of Sydney. If this story needed a kick-along - and it most certainly didn't - then he delivered it in one 30-minute feeding frenzy.
Not only did Mr Webb finish the burger and sides, he finished it well inside the time limit - and, apparently, still had room for more. So they gave him a double slice of cheesecake with ice cream and cream, which he also demolished.
"He finished that and had about 20 second to spare," Ray said. "He was fit young bloke. Most of the challengers have got to the 20 minute mark and then hit the wall. But this guy just kept on going, and he never seemed to be rushing.
"And what about this ... he and his partner headed out wine and cheese tasting afterwards. Can you believe that?"
News of the feat soon spread and Mr Prescott is still shaking his head in disbelief.
But suffice to say one post Ray put out about his challenge has now been seen by more than 540,000 people. He's had stories appear in the Courier Mail in Brisbane, been asked for an interview from a Perth radio station. Articles have appeared in numerous publications.
He's had Facebook messages from the United Kingdom and the United States to posts.
The one from the United States was from speed eating champion Molly Schuyler who simply asked "Where's my air ticket?"
It should be pointed out that Molly has form in the fast eating department. Her portfolio includes devouring 501 chicken wings in 30 minutes - that effort won her a new car - as well as 26 hamburgers in one sitting on another occasion. And what's more she's tiny ... 57 kilos of eating frenzy.
If Ray needs a celebrity eater at some stage when travel restrictions ease to jazz things up even more, it's pretty obvious Molly is hungry for an opportunity.
At this stage Ray remains coy about future plans for the challenge, but it's fair to say he has some definite thoughts.
"I won't say anything just yet, but yes, I have plans to take this a bit further," he said. "I'll keep them to myself for now, but watch this space."
While the giant burger idea was most certainly Ray's, the putting together of the burger came down to cook Sheree Brown who has only been working at the pub for a few months. She readily admits she had never been given a job like this before.
"Basically he said I want a giant burger ... see what you can come up with," she said.
It's hard to decide whether she's a genius or a masochist, but she most certainly embraced the brief.
"I went to one of the local bakeries to get the bread specially made because the bun was going to be so big," she said. "When they came back to me a few days later with one, I looked at it and just said 'bigger'.
"They were shaking their heads in disbelief, but went away and made the bigger one that we use today.
"As for the meat, I knew we wanted a full kilo of mince, but it was difficult to cook as a single patty, so we divided it into two. As for the rest of the burger, we tweaked things as we went."
More bacon and cheese went on it than she'd originally expected, and onion rings "were always part of the plan, although maybe not 20".
Now, whenever burger goes it, it is carefully weighed to make sure every challenger faces exactly the same test.
The unexpected off-shoot of the competition has been that they are now finding families coming along to split the giant meal between them. The day after the Advertiser spoke to Ray for this story, a group of four booked in to share the giant burger for lunch.
"We recommend it for four people," Ray said. "The meal costs $60, so we get quite a few families ordering it ... a good feed of burger for four people is pretty good value at $15 a head, and it's a bit of fun, they can always say they've eaten the famous burger."
For his efforts, Mr Webb becomes the first name on the Bragging Rights board, in honour of those who conquer the burger challenge.
Oh, if you think the challenge is a tad much, take comfort from the fact the parsley is optional.
WHAT'S IN THE GIANT BURGER
- 1 x 500gm bun
- 2 x 500gm meat patties
- 6 x slices of bacon
- 4 x eggs
- 8 x slices of cheese
- 20 x onion rings
- 1/2 head of lettuce
- 3 x tomatoes
- 3 x beetroots
- 500gm wedges
- 500gm fries
- 1 x 160gm bowl barbecue sauce
- 1 x 160gm bowl tomato sauce
- 1 x 200gm bowl sour cream and sweet chilli sauce