Open a restaurant where every item on the menu utilises Heinz Baked Beans as a key ingredient, including desserts! Beanz Meanz Heinz opened for business in May 2004, the world’s first restaurant dedicated to Baked Beans. With a menu featuring everything from Baked Bean Samosas to Mediterranean Bean Pasta, diners experienced first hand just how versatile the humble Baked Bean could be. The restaurant decor was professionally fitted; using the iconic Heinz Baked Bean can as inspiration. The can itself featured in everything from giant bar stools and 'bean' bags to ice buckets and candle holders.

The launch generated amazing media exposure, through a carefully planned PR campaign. The hype created by the world’s first restaurant dedicated to Baked Beans was a newsworthy story in Australia and around the world. A modest investment was required to open the restaurant for 2 days. However the media value of tracked activity on television, radio, press and online exceeded AUS$5 million. And the initiative contributed to an exceptional sales result - in a category that had previously reported stagnant or declining sales for over a decade, Heinz Baked Beans market share grew 6.3% in 2004.