The Beanz Meanz Heinz restaurant menu featured everything from Baked Bean Samosas to Mediterranean Bean Pasta, giving diners first hand experience of how versatile the humble Baked Bean could be. The restaurant decor was inspired by the iconic Heinz Baked Bean can. Located in a cosmopolitan downtown entertainment precinct, the restaurant was the hottest place in town for the 2 days it was open, depicting the brand in an exciting, up-to-date way.

The restaurant was opened with a camparitively modest investment, given the value of tracked media exposure exceeded AUS$5 million. The initiative contributed to an exceptional sales result - in a category that had previously reported stagnant or declining sales for a decade, Heinz Baked Beans market share grew 6.3% in 2004.