Designing a burger for the masses is the game at the new 4Food in New York City

Celebrities will no longer be the only ones with a sandwich named after them when 4Food opens next month in Manhattan. The burger shop lets customers build, name and then promote their creations to the world using Twitter, Facebook, and FourSquare.

The idea is to get your burger up on the leader board, because every time someone orders your creation, you get a 25 cent credit to the restaurant. It’s Threadless meets the Pillsbury Bake-Off, and the idea is genius.