We witnessed the UK's biggest burger challenge in Birmingham - 45 burgers, 1 hour

But behind the viral stunt lies a serious question — can creative events like this help Birmingham’s hospitality sector bounce back.

Watch the video for the food challenge

While we were there - we tried one of the burgers and it was a real hit. The Sweet Freak is one of those rare creations where the chaos is controlled. The beef patty was tender, juicy, with enough char to stand up to the sweetness. The peanut butter came in waves, adding depth without overpowering.

The caramel waffle didn’t steal focus, but added just enough texture and subtle sweetness to tie everything together.

You see peanut butter, bacon, chilli jam, and a caramel waffle listed on a burger, and you assume it’s just a stunt. A novelty. But then you take a bite, and it clicks.

The vibe inside Patty Freaks, based at Gracechurch Shopping Centre, is part of the appeal. Retro consoles, Time Crisis 4, indie soundtrack, and a layout that works whether you want to keep to yourself or dive into a bit of buzz. It’s like a student common room — if it grew up, cleaned up, and learned how to cook properly. Staff are relaxed, friendly. No one’s pushing upsells or trying too hard. Just solid hospitality.

And the reason the place recently went viral? A record-breaking burger challenge: three food influencers, 45 burgers, one hour. Loud, bold, and a bit ridiculous — but it packed the place out. And here’s the thing: events like this might be over the top, but they work. They get people through the door. They get people talking.

But that raises a bigger question: is this how local venues stay afloat in Birmingham’s ever-tougher hospitality scene? Because there’s a real tension between short-term noise and long-term success.

For places like Patty Freaks, it’s about finding the balance — keeping things exciting without losing their identity. That could mean regular events, clever partnerships, or just doing what they already do — but louder and smarter.

The message is clear: if you want to survive, you need to be seen. And being seen means standing out. Patty Freaks gets that. It’s not just stunts and sugar highs. It’s well-executed food, a space with character, and a team that clearly gives a damn.

I’d bring mates here. I’d bring my son. I’d come back solo. And I’d tell anyone who thinks burgers can’t be creative: try the Sweet Freak, then talk to me.

👉 https://thepattyfreaks.co.uk/patty-freaks-sutton-coldfield