The post-Oscars burger run. It’s become a tradition less about satisfying late-night cravings and more about… relatability? Or perhaps a carefully orchestrated image boost. This year, Michael Jordan was spotted enjoying a substantial 3×3 burger, complete with three patties and three slices of cheese, amidst a throng of photographers and fans. It’s a scene echoing decades of Oscar winners and presenters opting for decidedly un-glamorous fast food.
- The In-N-Out Burger connection to the Oscars afterparty, hosted by Vanity Fair since 1994, is a long-standing one.
- Hilary Swank famously celebrated her 2005 win for Million Dollar Baby at Astro Burger, raising her statue in triumph.
- Julia Roberts and Jamie Lee Curtis have both been seen at In-N-Out Burger following their involvement in the ceremony, in 2019 and 2024 respectively.
It’s fascinating to watch this play out. The optics are clear: “Look at me, I’m just like you!” But in Hollywood, nothing is accidental. Jordan’s choice, photographed and circulated widely, isn’t about a simple burger craving. It’s about softening his public persona, projecting an approachable image. The sheer spectacle – the crowd, the cameras – suggests a degree of pre-planning. It’s a far cry from the carefully curated red carpet looks and acceptance speeches.
This tradition stretches back to at least 2005, when Hilary Swank “walked in with a big smile, raised the statue over her head and everybody burst into applause,” at Astro Burger, according to the restaurant’s owner Dino Andrianos. The image of Swank, still in her gown, celebrating with a burger resonated. It’s a narrative Hollywood understands: the triumphant star, grounded by a simple pleasure. More recently, director Steven Spielberg was seen photographing his burger, while Emily Ratajkowski and Adwoa Aboah posed for cameras mid-chomp – further cementing the trend as a photo-op.
The continued partnership between In-N-Out Burger and Vanity Fair’s afterparty is key. It provides a built-in opportunity for these candid, “relatable” moments. It’s a smart move for both brands. For the celebrities, it’s a chance to control the narrative, to appear down-to-earth. For In-N-Out, it’s invaluable publicity.
Expect this trend to continue. In an industry obsessed with image, the post-Oscars burger run is a surprisingly effective – and delicious – PR strategy. It will be interesting to see which star attempts to one-up the 3×3 burger next year, and how their team spins the resulting photos.
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