With a booming economy and plenty of room of opportunity, Brazil has more entrepreneurs than ever. One is Raphael Marques da Silva Krás Borges, a former communications student from Rio who began selling vegetarian burgers on the beach to earn money for a vacation. He became a popular local figure for his unique and zany marketing techniques, and a few months ago, he opened his own store in Ipanema. His business is called Hareburger, as in Hare Krishna. He tries to combine a mystical philosophy with veggie burgers, and adopts an alter ego while selling his products. He became known for telling people: “É o melhor hambúrguer de todas as galááááááxias!” (It’s the best hamburger in all of the galaxies!)

Here’s a commercial he made:

And here he is appearing on Programa do Jô, akin to David Letterman in Brazil. You’ll notice that as he becomes his alter ego, he throws the word “hare” into a lot of other words.

And here he is in a local news report about his store:

What do you think? Would you try a hareburger?